Virtual Showroom

A virtual set that gives an editorial series a permanent place to shoot.

Render of a dark blue patterned curtain inside a raw concrete room with a polished floor

Close render of a pleated navy curtain with a woven square spiral pattern above a concrete floor

Navy curtain filling a rough plaster opening, with leaf shadows falling across the fabric

Render of a velvety blue-grey curtain in a bright corner, sunlight cutting across the floor

Blue geometric-patterned curtain against peeling white plaster walls in a sunlit virtual room

Render of an ivory floor-length curtain beside a stained concrete wall and grey floor

Tall pleated white curtain next to a bare concrete wall in an empty loft-like render

Cream curtain under a rough concrete beam, with window light falling on a pale floor

Render of a beige curtain against a half-height concrete wall washed with diagonal sunlight

Every issue of the publication's product round-ups features objects from local brands. Shooting them for real is mostly logistics: getting the pieces delivered, hiring a studio, a crew and lights. It also limits the selection to whatever can be brought into one room.

The showroom removes all of that. It is a converted industrial space — high ceilings, concrete, white walls, tall windows full of daylight — neutral, but with enough character of its own not to compete with what is on display. Each object is brought in individually from the brand's own photography and given the same light, scale and depth as everything around it.

Curtains and backdrops can be swapped to suit each issue. The first outing was a lookbook of eight folding screens, set against dark navy velvet and lit by daylight.

The effort now goes into the idea rather than the logistics. The art direction lives in the space itself, so it doesn't have to be reinvented every issue.

Type: Digital
Year: 2026
Status: Completed
Client: material, naidis!
Contribution: Art Direction