PLACEMAKING AND LIFESTYLE PHOTOGRAPHY
FOR VIBRANT LONDON DISTRICT
New client work for Landmark, Turnqey and CBRE.
The brief: Photography that captures the vibrancy of this part of London's South Bank and helps the client to convey a sense of place to the audience. Focus on the areas around Nine Elms, Vauxhall, Battersea and Chelsea and be sure to showcase the transport connections, landmarks, amenities and lifestyle attractions that will appeal to the target demographic.
London is constantly evolving. New districts emerge, each with their own unique character and charm. Capturing the essence of these up-and-coming areas requires a blend of professional lifestyle photography and placemaking expertise. To really showcase the potential of an area and bring it to life through captivating imagery the only way to start is to immerse yourself in the subject.
Placemaking photography goes beyond simply documenting a location. It's about understanding the soul of a place, its rhythm, and the stories it tells. As a placemaking photographer, I approach a project with a keen eye for detail but an open mind for possibility. I try to identify the elements that contribute to the area's character – the architectural styles, the public spaces and the hidden gems tucked away on side streets – but all with an eye on the people.
In the case of this project I also wanted to capture a dynamic blend of old and new in the architecture. Modern glass towers rise alongside historic landmarks, creating a visually captivating juxtaposition. Ensuring to include these cityscapes and detail shots in the final photographs helps ensure that the viewer feels a sense of place and familiarity. The photos subtly showcase the transformations of the district, highlighting the exciting regeneration projects.
The lifestyle photography element of the work brings movement and vitality. People bring places to life in photography. A vibrant place is more than just bricks and mortar. It's about the people who live, work and play there. Professional lifestyle photography plays a crucial role in showcasing the human element and the interaction.
I planned the shoot by mapping out key locations based on the touchstones provided in the client brief. I moved between districts both on foot and also using the many transport connections. I scheduled targeted locations at key times so as to try and capture maximum footfall but also the different audience groups who would be around at different times of the day. This approach helps me connect with a place. Hopefully that connection is then passed on through the imagery, helping foster a sense of community and belonging.
No exploration of a new district is complete without highlighting at least some of the landmarks and amenities. But often I kept these as the backdrop in the photographs. London is one of the world's greatest cities with instantly recognisable views and skylines, so it immediately adds weight and context to the placemaking photography. But I didn't want it to be the star.
This project wasn't just about showcasing a place; it was about establishing a destination. By weaving together all the elements mentioned above, I aimed to create a sense of place that resonated with the target audience. I wanted people to envision themselves living in this vibrant corner of London, enjoying the unique blend of history, modernity, and convenience.
Through placemaking and lifestyle photography, I wanted the work to feel alive. The resulting imagery isn't just about aesthetics; it needs to serve a purpose. Showcase the potential of the area, its vibrancy, and its ability to cater to a variety of lifestyles.
Professional lifestyle photography and placemaking is essentially visual storytelling. This story was about an exciting new district in our capital city that is transforming before our eyes. Transforming into a desirable destination, that is ready to welcome a new generation of residents.
