Client Tips

Dreams

Dreams rebrand

In late 2022, Dreams decided to take a new approach to their marketing material, creating a more 'lived-in', immersive feel to the CGI interiors.

This means the propping should create a more natural atmosphere, as though someone has just walked out the room.

Key ways to achieve this look are:

Choosing a narrative- what would the owner of this bedroom be doing? Is it the early morning get ready before work? Is it a self care night, with pyjamas a face mask and low lighting? When deciding a narrative, base this around the price point of the bed. If it's a cheaper bed the owner may be a young professional renter, who spends most of their time in their bedroom. Including family photos also gives a personal edge, just make sure its a stock photo- Unsplash is a good site to search.
Frame the shot- an easy way to make a shot look immersive is to prop around the camera, imagine you are stood where the camera is placed, are we looking through an open door way? Are we stood in the corner of the room next to the wardrobe? Whatever you decide to do, make sure the product (be it just a bed or bed/blanket box/ bedside table set up) is clearly in shot.
Match the exterior- when deciding time of day for your narrative, make sure your backplate image matches the time of day. I.e. if you want an evening shot make sure the backplate has a nice sunset feel to it.
Close cameras- Since the rebrand, we have made the spaces we rehash smaller to create a more achievable and realistic space. It's best to rehash from VM1198 project onwards as these have the cameras changed to meet the new requirements. Dreams beds are always placed on the left facing the right of the shot.

IMPORTANT

In connecter, you must not use props tagged as Bensons or Feather & Black.

Bensons and Dreams are competitors so it is important that we keep these clients separate.

Dreams owns Feather & Black which is a premium brand, their propping should be aspirational and too high end for the Dreams customer.

You can check if something is tagged as a specific client by checking the tagged area at the bottom of the prop information (see photo).

Sealy

Sealy is a high street brand of mattresses and bedframes. They sit at the higher end of the market, but they have different priced categories that should be considered whilst designing. You can see these below:

Classic (cheapest ) - split into 2 further categories, check out the folder below for the first examples of Elevate/ Elevate Ultra:

P:\VM1141_SEALY_8ROOM_FEB_2022\03_DELIVERY\LIFESTYLES

Elevate

Cheapest but still premium looking

Usually the architecture will be a little simpler for these, and keeping away from special paint features
Propping should still be curated and thought out, but avoid very expensive brands.

Elevate Ultra

These sets have a more statement and dramatic feel. You can be more experimental with the design choices, such as painted ceilings, and more elevated propping choices.

It's best to still stay away from very expensive brands here.

Hospitality (commercial) - Sealy Hospitality caters to the commercial industry, the interiors must reflect this with inspiration coming from boutique hotel design. Propping is kept minimal and appropriate to hotel rooms. There is more flexibility with materiality here, as bespoke decor is usual for these interiors. It's a nice touch to look at commercial fabric manufacturers (such as Panaz) for soft furnishings.

P:\VM1245_SEALY_HOSPITALITY_JAN_23\02_2D_PRODUCTION

Exquisite (most premium ) - These are the highest-end mattress products, they have dramatic architecture/ locations with expensive propping. The propping is kept more conceptual and artistic, there must not be normal propping like books or bedside tables. An editorial shot is sometimes done for these sets where the lighting sets the mood.

P:\VM8020_SEALY\SLY001_EXQUISITE_JUNE23

STYLING Tips

Confident palettes- Sealy tend to have more rich, tonal colour palettes in their sets, something to make a statement at all price ranges. See our Sealy portfolio for an overall view of what we've delivered in the past.
Keep it curated- Propping for Sealy has less of a lived in feel, more of an Instagrammable tidiness. There should still be plenty of character through the design but it should feel considered and placed intentionally.
Rehashes- Sealy beds can be on the left or right side of the shot, there is usually always a front-on shot and 3/4 so keep in mind that you need to prop the wall out of the shot. A great way to rehash a set is to flip the shot.

IMPORTANT

In connecter, you must not use props tagged as Bensons or Feather & Black.

Feather & Black usually have specific props modelled, which are very distinctive so it's easily recognisable when we use theirs- although its not a set rule, it's best practice to not use F&B models as they have paid for them.

Dreams know we work with Sealy, so we can't use Bensons in Sealy so Dreams don't realise we do Bensons CGI.

Woodstock

Woodstock are a bathroom company, selling bathroom cabinetry, sanitaryware and accessories. They operate under 3 brands names which all have a different audience.

Veldeau (cheapest ) - Veldeau is the very affordable range but still trend led. These have a slightly younger customer demographic so they have to feel aspirational but achievable.

https://veldeau.co.uk/

P://VM1232_WOODSTOCK_VELDEAU_AMENDS_NOV_22

Calypso (Pricier ) - Calypso is slightly more pricey than the veldeau, with the taget audience middle-aged to older market.

https://www.calypsobathrooms.co.uk/brochures

P:\VM8022_WOODSTOCK\WOO001_BROCHURE_JUN23

Deccado (Editorial) - Deccado is the brand Woodstock use for third party websites such as Wickes. It is characterised by one wall shots with simplistic propping and statement textures/ finishes to give the conceptual edge. Lighting is warm and natural to give further difference from the other brands.

P:\VM8022_WOODSTOCK\WOO003_DECCADO_AUG23

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