House of Rohl: Artful Luxury Brand Storytelling
House of Rohl believes that distinctive stories are what make life exceptional. Paired with time-honoured craft, its portfolio includes luxury decorative kitchen/bathroom products curated from around the world, allowing you to tell your own story of a life well-crafted.
To take this brand message forward, House of Rohl enlisted the expertise of creative production agency Think Make Create who were briefed with producing a brand film using their experience within the luxury market.
In this interview, LBB speaks with creative directors Jacquie Beaumont, Andrea Kapos and Marcus Jones who tell us about the importance of brand story, the creative insight behind House of Rohl’s brand film and how they achieved the tricky balance between scale and intimacy when shooting luxury interiors.
LBB> Why is storytelling particularly important for luxury brands?
Jacquie> Storytelling allows luxury brands like House of Rohl to create a unique emotional connection with their customers, building loyalty and trust. For this brief, the challenge was to create an aspirational narrative that resonated with target audiences by inviting them into the luxury design process.
LBB> How can brand story help develop brand identity?
Andrea> Brand story can help to define a brand’s core values, mission and purpose – and in this case, also establish a unique voice and personality. We wanted to invest audiences in the brand’s identity by telling the story of how interior designers create effortless and luxurious lifestyles for their consumers, with House of Rohl products seamlessly woven into the narrative.
LBB> How did you work with House of Rohl to craft their brand story - what were the very first steps?
Jacquie> Right at the start, House of Rohl set us a question: ‘What makes a truly effortless lifestyle?’ The answer isn’t necessarily the obvious things – like a personal butler or a gold-plated hot tub… rather it could be a collection of small daily moments, from making the perfect cup of coffee, to a luxurious warm bath – everyday things which give you permission to take pause and feel at ease, no matter how busy life can be.
This was the insight behind our approach – to inspire House of Rohl’s audience to craft a comfortable and stylish home that suits their unique needs and desires, told through the eyes of a designer who always puts lifestyle first.
LBB> What stood out to you about the brand and how did you select these traits to spin into an engaging story?
Marcus> Our approach complemented House of Rohl’s existing ‘Life Well Crafted’ brand messaging with a more personal approach, taking a behind-the-scenes look at how expert designers leverage their craft and House of Rohl products, to romanticise and glamorise daily experiences at home. We worked with established luxury interior design duo Xander and Keon Noori, who have worked with House of Rohl on a number of collections.
LBB> What were some of the trickiest parts to get right?
Jacquie> Obviously, location was key; we chose a luxury property in Shady Canyon, LA, which Xander and Keon had recently renovated, with extensive restoration work as well as full interior design throughout. Most of the furniture and furnishings were bespoke Xander Noori designs, with House of Rohl products featured extensively. We were extremely lucky that Xander and Keon were very hands-on art directors on the shoot, personally ensuring that interiors were presented beautifully.
When shooting luxury interiors, the key is to balance scale with intimacy; majestic wide shots combined with texture and detail. The other crucial aspect is lighting; the natural light in California has a magical golden quality, which makes everything look vibrant and alive. So we wanted to use this to our full advantage with the interiors, and shoot all exteriors at ‘golden hour’.
And finally - making sure the visuals reflect the brand’s identity and values. For luxury brands, this means the highest possible production value with absolute attention to detail in every frame. For luxury bathroom and kitchen products, especially with chrome finishes – this means fastidious attention not only to reflections (of camera and lights) but also water droplets, mist, spray and finger-prints!
LBB> How does your expertise and experience as a team come into play on these projects?
Marcus> We’re experts in working with real people – putting them at ease on camera and creating authentic narratives. We have a very conversational style when conducting interviews, we never read questions off a script or use pre-rehearsed answers. We like to get to know our contributors, so they feel a genuine connection with us – and this always comes across on camera.
Our house-style is to be collaborative – both with each other as co-creators and also with cast, crew and clients. We’re lucky enough to be highly experienced in photographing stunning interiors, and understand how to achieve a premium aesthetic when shooting product, however time consuming this may sometimes be.
LBB> What advice or tips can you share on luxury brand storytelling?
Andrea> Luxury brands can sometimes feel aloof or unattainable; however, with the right insight and storytelling, it’s possible to create an immersive experience that takes the audience on a journey to feel part of the brand’s story. Key to this is authenticity – creating genuine connections that resonate emotionally with shared values and desires. Also staying transparent and ethical, while creating a sense of exclusivity.
