I just finished listening to the latest Business of Home Podcast featuring Steele Marcoux of Veranda magazine, discussing their new issue and commitment to print publishing. It’s an exciting time for fans of Veranda, and fans of printed magazines (not to knock the digital realm, but seriously, aren’t we all a bit tired of scrolling through images on our phones?). Veranda is not just changing the physical size of the magazine, but also doubling the page count, which is going to make this next issue feel more like a Sept issue from years past of one of the major fashion magazines.

All of this means more content, better laid out content, and just overall prettier and more engaging content. This is huge for anyone in our industry, from designers to craftsmen to photographers and stylists.  I feel this will be a defining moment in print, we will all remember the day we laid our hands and eyes on this issue.  

For me personally, I am really happy to hear that one of my favorite magazines is doubling down on print. Steele discusses the push for Veranda to assign and direct (what every magazine used to do…) their shoots for total editorial control. This establishes a narrative and trend base that will be followed for years to come. Whoever is a part of this creative re-birth will become our new guides directing our own shoots and content creation moving forward. Mood boards flooded with thick glossy pages from Veranda, shining brighter than anything else. To be included in any Veranda issue is a major feather in your cap, but now this may become someone’s defining moment in design. 

Cheers to Steele and everyone who fought for this in the halls of Hearst and cocktail parties/dinners/trade shows. Thank you for pushing this through, I cannot wait to get my hands wrapped around it all!

Steele Marcoux courtesy of Veranda

Click here to visit the Business of Home website podcast page to read and listen to all of the exciting news!

There is a lot of effort that goes into getting that perfect shot – the one with the WOW factor that really showcases your designs in the best way. Some people think those shots are kismet or that they just happen, but I can tell you that the level of energy that it takes to get even just one hero shot is enormous. 

Designer: Emily Summers

Photographer: Stephen Karlisch

But all that effort is so worth it. A shot like that can change your career. It can get your project published in the magazine you’ve always dreamed about. It can get you into a top-shelf design book. It can uplevel you to the client work you’ve always wanted. It can change everything. 

So what goes into creating a hero shot? Let’s take a look.

Designer: Chad Dorsey

Stylist: Jenny O’Connor Floral: Haile Wosson

Photographer: Stephen Karlisch

Hire a Stylist

Yes, you are a fabulous designer and your project is probably amazing. But there is a very big difference between what your eye takes in when you are in a room and how that room translates onto a screen or a printed page. A great stylist can see things with a fresh eye and help you make the most of how your room looks digitally. He or she can also offer suggestions for styling for a specific publication you may be targeting. A good stylist will still stay within your aesthetic boundaries, but also knows how to take it up a notch. 

Designer: Michelle Nussbaumer

Photographer: Stephen Karlisch

Be Honest

You know that not every single room in your project is spectacular. That’s really rare and it has nothing to do with your talent. Often there are just some rooms that your client may not have wanted to invest in. Or maybe the budget only allowed for an incredible 2-3 rooms and 4 or so other rooms that are good, but not spectacular. Be very honest with yourself about which rooms are so well-designed that they will make a big impact once they’re photographed. Shooting every single room like it’s a hero shot isn’t often worth the time we’ll put into it. 

Designer: Lucas Eilers

Photographer: Stephen Karlisch

Invest in Experience

There are a lot of very good photographers out there. But just because they know their way around a camera doesn’t mean they know how to properly light and shoot your project. So invest in a photographer who really understands how to get the best interior photos. Go through their portfolio to see who they’ve worked with and what their photos look like. Have they been published in top magazines and in design books? Do their photos showcase an understanding of light and space and style? Invest in a photographer who can give you those incredible shots that you’re looking for.

Patience Is a Virtue

Understand that those hero shots take time. Sometimes a lot of time. We could spend a whole day on 5 shots – but each one of those shots is going to be incredible. Remember that getting a great photo isn’t just a click of the camera. We move lighting and furniture,  we’ll work with the styling, we’ll tweak, we’ll study the shot, and we’ll tweak again. It takes time. I’m a fast photographer, so on a normal day, I can do about 30 minutes per shot, or maybe 15+ shots per day. But remember that I said “shots,” not rooms. So if we do several angles of the same room, that means we might do 4-6 rooms in a day. And not all of those shots will be hero shots. Understand that if you ask the photographer to move faster, then you might get good shots, but maybe not great shots. Taking the time during the photo session means that you’ll have more photos to work with later.

Designer: Celerie Kemble

Photographer: Stephen Karlisch

Make a List

And to be as efficient as possible, once you’ve decided which rooms are the most important, start creating an in-depth shot list. Do you need detail shots? How many? Which angles? What rooms can go to the bottom of the list if we run out of time? Even think about how we’ll move through the house – a quick path that doesn’t move us up and down stairs or across a house will save you a lot of time. You may want to try to do some styling ahead of time so we’ll be able to move quickly once we’re shooting, and always consider the sun (utilize as much natural beautiful light as possible).

Use these tips to help you and your photographer snap those perfect hero shots. They will definitely help get your work noticed by editors and your target clients.

Have you planned out your next shoot for your marketing this year? We want to hear from you.

Interior designers across the country are incredibly busy – even during a pandemic. With everyone working, playing, vacationing, and learning at home, people are laser-focused on renovating and improving their houses. So now you have all of these amazing projects completed and you want to photograph them. But can you do that in a pandemic? With the right planning, you definitely can. It just takes a little ingenuity. 

I’ve shot many projects safely since the pandemic first hit, including a huge shoot for the Kips Bay Showhouse in Dallas and a Perennials campaign shoot.

Here are my tips for getting the photos you need while still staying safe and sane.  

Make a Plan

The most important thing you can do for an effective photo shoot is preplanning. That’s true during non-pandemic times, but it’s especially important today. Do a walkthrough on installation day with your photographer, even if you have to do it on Facetime or Zoom. That initial walkthrough will help you identify the best angles and shots, and where you may need more styling. Create an in-depth shot list that efficiently moves the team around the home. And give up on any angles or shots that just don’t work. This type of photo shoot is about getting the best photos you can in a short amount of time - in and out. Know what the hero shots are, and know what can be dropped from the list.

Family Out

It is never a good idea to have a family in the home during a photo shoot. But it’s a really bad idea to expose your photographer, team, and clients to each other in a pandemic. The question is: How to get them out when they don’t really have anywhere they can safely go. This is where you’ll have to be creative and possibly spend a little money. First, if your clients have a second home or vacation home, see if you can schedule the shoot when they’re away. If they don’t, you could always rent an AirBNB for them for the day – preferably in a fun place that will entertain them and the kids. You could also rent a movie theater for the day. Lots of theaters are renting themselves out at $99 to make some money during shutdowns. That’s a small price to pay to get your clients out of the way. Be inventive and think of ways to please your clients and clear the home for the shoot.

Keep It Clean 

One way to make your clients and team members feel more comfortable with a photo shoot is to spell out cleaning procedures for before and after the team is in the home. Hiring a cleaning crew that will sanitize surfaces and floors is smart and will show your clients that their safety is top of mind for you. Masks for all crew are a given, but they should also wear gloves in the home and should remove their shoes outside the door before they enter. And there should be a lot of hand sanitizer available. The key is to be sure you communicate all of that to your client when you’re scheduling the shoot. You want them to see that you’re committed to making this a safe event for all, especially the family that lives in the home.

Smaller Team

You and the photographer should work with the smallest team possible. Fewer people mean less exposure. And some states are moving to very strict rules on how many people can be in a group at one time. Understand that each person at the shoot (including YOU) may have to double up on their duties, but that’s a small price to pay to keep everyone safe. If you can keep the group to a stylist, a photographer, an assistant and you, that would be the best-case scenario for all involved. Each person should also bring in their own snacks and drinks for the day. No using plates, cups, or other items in the home. Period.

Moving Along

On the day of the photo shoot, be prepared to have windows and doors open to move the air around. Fresh air has been shown to reduce exposure risks, so if it’s cool outside you may have to crank the heat and layer your clothing. Also use freestanding and ceiling fans to move that air. And be aware of distance as much as possible. We provide our clients with their own personal iPad to review the images so there is no need to share my computer. You can come into the room to adjust something, but then move at least 8 feet away from anyone else while the photographer is shooting.  

If you’re still concerned, you could also ask for all team members to have a COVID test before the shoot – but that’s up to you. Following the tips above will help you be as safe as you can be during a pandemic, while still getting the photos you need to market your business. I’m definitely aware of how important both of those goals are and I’ve had a lot of experience at shooting during a pandemic. Give my team a call if you want to work with us in the coming months to safely get the best photos of your projects.

Editor in Chief, Jane Dagmi with Designers Today podcast SAID, decided to take a more personal approach with Stephen Karlisch. The level of comfort you feel listening to this talk will keep you intrigued about learning more about Stephen’s journey. How he ended up in Dallas, shooting interiors, working on book projects, adding fine art and being sought out around the country. His passion beyond his love of photography is to share knowledge to make us all better in the industry and how he loves to speak at markets or do private teaching and coaching with designers and photographers. You will learn about his background in architecture, tennis, fashion photography and how his portrait work became the natural accompaniment that publications and designers request beyond his interior photography expertise. The stories he recounts with notable names of the past, the value of an image that stands the test of time, to the importance of his wife Kristen and her role in the business will keep you hanging on for more. He has some design crushes he hopes to shoot for in the future. See if your name is on his list. And learn more about his fascination with designers and their “why” to their choices.

Thank you to Denise McGaha Interiors for the surprise scoop on Stephen, especially enlightening the listeners to his well known 2:30 pick me up that he needs for those long day shoots.

If this is your first time listening to Stephen, then we highly recommend you also listen to a more in depth educational podcast with LuAnn Nigara, from a Well Designed Business. He gives professional tips to getting the most out of your interior design shoots. He adds more depth about interior photography with secret tips on the Wingnut Social podcast with Darla Powell. Both podcasts have been invaluable to designers across the country and we just love how Jane hugged this podcast into the mix making all three feel well rounded together.

Click here to listen

One of the highlights in my career as a professional interiors photographer is to share my experience and expertise in our industry so that we can all be more successful when it comes to professional photo shoots. My approach to photographing interiors the last 16 years comes from my background of shooting for commercial advertising, catalogs, editorial and coffee table book projects. The photoshoot process can be a bit intimidating and confusing to any newcomer, so I have decided to help ease the pain a bit with some insight into making it more fun and fruitful for everyone involved. Some of the most asked questions I get from new designers tend to all fall into these topics:

Why you should always professionally shoot your projects.

The different types of photographers and who is right for you.

Why scouting is important.

The benefits of using a stylist.

Art directing your projects

What is photo usage.

How to get published.

Over the past year or so I have been speaking at markets, small industry events, panels, and even a couple of industry podcasts. My presentation on “Getting the most out of Your Photography Budget” turned into an accredited presentation and keeps evolving. My guest designer speaker at Highpoint Market was Grant Gibson and at the Dallas Design Market was Denise McGaha. Both contributed their experiences as a well seasoned designer with many shoots and being published multiple times. In the near future I hope to have a stylist, art director and more designers to collaborate with on the presentation to help educating designers across the globe on how they can get the most out of their photography budget.

Please reach out to the studio with any specific questions about any photoshoot related topic, we would love to help spread the most helpful information to anyone who needs it!

Expert Interior photographer, Stephen Karlisch teaches designers across the country about how they can get the most out of their photography budget. It is an IDCEC accredited presentation that designers have enjoyed seeing at High Point Market, Dallas Design Week as well as industry meetings. Thank you to Denise McGaha for joining him at this presentation in Dallas. Please email hello@stephenkarlisch.com to inquire about booking him at your next industry event!

Additional podcast:

Luann Nigara, A Well Designed Business

It’s interesting to me that some designers think they will hire a photographer and stylist for a shoot, tell him/her what shots they’re looking for, and then have the shots delivered exactly as they want with no more work involved. I always want to remind interior designers that this is your photo shoot, and that you need to art direct the day – exactly the same way that a shelter publication will when they shoot a project.

Why? Because it’s your brand, and you need it to be visually represented in the best way possible. A good photographer and stylist are going to make the rooms look good, but they may not understand your brand and what you really need from the shots. 

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I like to work in a partnership with my clients where we’re both fully committed to getting the best visual representation of the project. And it always works best if the designer is fully engaged in the process from the minute we sign an agreement. So what does that mean?

First, you need to think about who you’re going to pitch the project to, or how the images are going to be used. Discussing this plan with your photographer will impact how the project will be styled and shot. You should also think about what the takeaways will be for the person reading the article or viewing the project.

You want to scout the project again, preferably with the photographer and a stylist. It’s a great time to think about how many shots you’ll need, how many horizontals vs. verticals, what accessories and florals you want, what the light looks like, and so much more.

Be realistic about the shoot and the amount of time it will take! Especially if there’s a room that needs the daylight and it’s going to start getting dark at 6pm. It’s so important to have a shot list ready to go. It will speed up everything and you can be sure that we don’t miss a crucial angle or room. 

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So the number-one question I get from a designer is if they really need a stylist for the shoot. My answer is always yes! First, you’re too close to the project and may not be able to visualize how it needs to look for publication. Things look very different on camera.  A stylist can help move the shoot along, styling the next room while the designer and I are shooting the current space. It’s more efficient and more effective. Plus a good stylist will know what trends magazines are looking for regarding props, floral, etc.

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And if you still need to be convinced – my styling team and I have a very HIGH publish rate when we work together and then pitch a project. Yep, VERY, VERY, HIGH. 

Finally, remember that you want to look at each shot as it comes up on the computer. We can make adjustments and changes then and there so we get the perfect photo. This is the time for you to make sure the shots are going in the right direction. 

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If you are an involved art director in your own photo shoot, you’ll walk away knowing you got the shots you wanted, and they match your brand aesthetic.

Positano, Italy

It isn’t often that people turn the lens around and focus on me – I’m used to being behind the camera directing the action. So it was fun to be featured in Aspire Home & Design Magazine !

I like interviews that aren’t the same old boring questions – the Aspire reporter sent me some quirky ones to answer. They give you some interesting insights into things you may not have known about me. For example, most people may know that I have an architecture background, but not that my favorite board game is backgammon. Don’t know why you would need to know that, but hey, it makes us closer friends now, right? 

The regular Aspire feature focuses on “makers,” which may seem like an odd category for a photographer. But I see my role as crafting a message for designers and architects. You design rooms and homes, and I help create the best visual representation of that work. Basically it’s my job to make your work look as gorgeous as it can!

http://www.jeanliudesign.com/ and https://www.smitharc.com/

I’m a visual brand expert – someone who can take a designer’s work from good to FAB! With lighting, styling, and your designs…we make magic. My photos help tell your story. They elevate your brand and get you attention from press, clients, potential partners, and more. My work should help you get more work – that’s why I do what I do.

Well, I also do it for the endless supply of white linen shirts and fresh baguettes (see the article), but mostly I do it because I love my job behind the camera!

Okay, enough about me. Let’s turn that lens back around and focus on you!

May 2019 Issue of Designers Today

Indispensable imagery.

Designers Today delivers the tips and takeaways to make sure your interior design brand is as successful as your designs - including marketing tips, business strategies and more. In the May issue they focused on the importance of how gorgeously lit and professionally styled photography can be the best bait for getting editors attention as well as new clients.

Beautiful bathroom design by Denise McGaha

I was very flattered to be among the selected creatives sharing our expertise in regards to all that goes into making the magic happen in interior photography. It was a fun talk with editor Jane Dagmi about things that affect the shoot day in a positive and negative way. Our approach to the interior shoot with our clients from knowing the marketing direction and who they are targeting.  And of course my take on scouting and how beneficial the planning is to making it a very efficient shoot day. 

May 2019 Business Photography

If you didn’t get a chance to pick up the May issue then you can read the digital version here.