Video & Photography for SMAAK Amsterdam

SMAAK Amsterdam

Located in the 9 Streets of Amsterdam, SMAAK’s redesigned store brings together a refined retail interior with the brand’s evolving collection. Designed by Anne Claus, the space balances contrasting tones and textures across a narrow, elevated layout. Captured through interior and retail photography, alongside film.

The brand commissioned us to photograph both the interior and the products within their neighbourhood context. Our approach to this interior and retail photography assignment focused on using natural light to unify the space. From the brighter front to the deeper, terracotta-toned interior. All while carefully working around reflections, foot traffic, and the constraints of the city-centre location.

Alongside the product and interior photography, we developed a series of films. A longer hero piece introduces the store within its Amsterdam setting, while shorter cuts offer a more intimate, atmospheric view of the space and the brand’s fashion items. Playing with shafts of light and movement, the video adds a sense of rhythm and energy to the stillness of the interiors.

In both photography and film, we refined the visual direction in post, moving toward a more analog, character-driven look. The final series balances interior design and product, capturing the mood of the store while elevating the SMAAK’s identity across multiple touchpoints.