When Linda Granert of Granert Interior Planning & Design was approached by her client last December to add seasonal touches to her home, she knew it would be the perfect location for a photo shoot. The home was already a great showcase of her skills as a designer, with its mix of textures, warm woods, upbeat fabrics, and bold color. She already enjoyed sourcing and styling seasonal decor for her clients, and knew this home would look especially warm and festive in photographs. And most of all, Linda and her client were good friends, so it would be lots of fun. Linda’s goals were to showcase her cheerful and cozy holiday settings for her website and Instagram, and she was hoping for some holiday print publicity in the local market in December, 2019. That’s where I come in.
While Linda created magic with greenery, pinecones, and bark, I produced a visual set that would weave together a story of her ability to seamlessly and tastefully incorporate just-right decorations into living spaces, showcase her interior design skills, and highlight how special her relationships are with her clients. In my mind, this set would be very editorial-in-feel and would weave the personal angle into the story. With my background in public relations and communications, I was also planning to pitch the story to editors for her, so I created a set that captured everything they would ask for in a holiday spread.
We photographed the dining room, the study, and the open-plan living area. The dining room table was a key component to the set, and once the final touches were made, I had Linda and her client pop into the shot. The result was a natural, shared moment between them. Another shot was a more formal one, horizontal and over the table, which showcased the magnificent centerpiece, high-impact table settings and picture window display. A spontaneous detail I captured features a holly-adorned lantern in the corner, the greens playing off the colorful art and the deep blue grasscloth wallpaper.
In the study, I photographed the fireplace, bedecked with Christmas stockings and flanked by cozy plaid chairs, then set up a vignette with a portion of the end table and leather couch in view. The dramatic walls and large painting set off the warm holiday mood, along with a Santa sculpture and holiday pillows. Once the shot was done, I decided to take another of the same vignette, this time without the holiday decor, so that Linda could have a non-holiday image to share during the year. We changed up the accessories, and created something totally new.
We needed an overall shot of the open living area, to show all of the ways Linda layers her seasonal decorations. With the couch in the foreground, the shot shows the eat-in table on the left and the entire kitchen in the background. From pillows to wreaths, fresh flowers to mercury-glass snowmen, the image celebrates the holidays but isn’t noisy with the added elements. I took two versions - which do you like best? Another shot of the kitchen table brings the focus to where family gathers, and I love how inviting the the sunlight on the table is. I also photographed the large bookcase, where Linda skillfully added seasonal treasures to the client’s books.
I knew that my pitch to editors would highlight Linda’s skills as a designer, her ability to make homes cozy for the holidays, and her great client relationships. I asked Linda which outlets would serve her best, and she felt that a local glossy that covers the holidays was ideal. While national and online publications are great, they wouldn’t necessarily be seen by potential clients. She wanted a holiday spread that could be seen by everyone in Bergen County, New Jersey, where she works. With this in mind, I pitched (201) Magazine for the Best of Bergen holiday issue, the only monthly magazine in the county. It has a 50,000 + mailed circulation to homes with a HHI of $190K or greater, and it is a beautiful, oversized magazine, printed on premium paper, with great editorial. I’m thrilled that Linda got a 4-page spread!
