Novelty

A fitted kitchen is bought with the eyes and then with the hands. Novelty needed a feed that does both: rooms that sell the idea, and details that prove the build. The content also had to carry a clear line in Arabic without covering the work.

Kitchens were shot wide and square to the joinery, in the warm light the showroom is built around. Laundry units and pantry pull outs got the same treatment, because the practical parts of a home are where a fitted maker earns its keep.

Wardrobes are photographed open and dressed, so the viewer reads the storage before the finish. Shoe racks, leather lined drawers, tray pull outs and a leather clad safe each get a frame of their own.

The detail frames sell the part a render cannot: the grain, the edge and the weight of a sample in the hand. They also give the grid a change of pace between rooms.

Reels carry the same showroom into video. One lays the drawing next to the finished kitchen, one walks a finished living room in the words of its owner, and one stays with the details.