DE VOORTUINEN

How do you give the future residents of a brand new apartment complex a great introduction to their new home and each other? That was the task assigned to Playground Amsterdam for the property at Westerpark called De Voortuinen, and they asked us to brainstorm and create a beautiful photo studio for this purpose.

Everyone knows the amazing music video by Queen set in a cozy living room, “I Want to Break Free.” We made our studio inspired on the iconic music video. In the raw construction site of the building, we hauled an entire living room upstairs, complete with walls in retro wallpaper, a mid-century sofa and armchairs, and of course, the iconic vacuum cleaner. Our team was styled by the talented folks at @Makeoverfactory to resemble characters from the clip, and we provided visitors with a large rack of matching clothing.

Did you notice the detail in the background print on the window? It depicts the actual view from the property overlooking Westerpark, which the residents will soon enjoy from their own living rooms.