The productions around Juwelier VOGL cover the opening of a new store in Aschaffenburg and the celebration of the hundredth anniversary at the Hofgut von Hünersdorff. The pictures therefore tell two important moments of one brand: a new physical presence and a look back over a long company history.
The two occasions belong together even though they pull in opposite directions. One shows where the brand is going, the other where it comes from.
Store opening: the new room is the subject
At the store opening the guests, the design, the display cases and the atmosphere of the new rooms were all recorded. The series shows how high-quality interior, jewelry display and encounters combine into a full impression of the evening.
At an opening the room is the real subject, and it is completely unused only once. Whatever is not photographed before the doors open stands behind guests, coats and glasses later.
The series is in the project VOGL Store Opening.
A hundred years: reportage and product photography at once
The anniversary called for event reportage and product photography in the same evening. The arrival of the guests, the conversations, the speeches and the historic venue tell the celebration.
Close frames of selected pieces of jewelry and watches put the craft of the brand at the center at the same time. Doing both in one evening means switching between two ways of working: one waits for moments, the other arranges them.
It is in the project 100 Jahre Juwelier VOGL.
The trailer brings the sequence back
Alongside the photo series an event trailer was made that pulls movement, atmosphere and the order of the evening together. A still frame shows one moment; the film shows in which order the moments came.
For an anniversary that matters, because the evening itself has a shape: arrival, speeches, honors, the quiet end. In single frames that sequence can only be guessed at.
The film is under 100 JAHRE VOGL – trailer.
Continuity and change
The two productions add up to a case study about continuity and change, from the tradition to a contemporary way of presenting it.
A brand with a long history has an advantage it can show here: the new store does not read as a beginning but as the next step.
Related work is under event photography.
