POGGENPOHL

FOUTH WALL

ADVERTISING

These advertising images were commissioned by Poggenpohl and were cost shared with Electrolux. The Fourth Wall was a concept created by designer Andrew Hayes, and is inspired by the theatrical reveal of stage curtains in theatre. 

Drama was at the top of the brief for this commission, the kitchen was built in the Poggenpohl showroom which is based in the arches below a trainline. There was no natural light, so lighting had to be designed from darkness. This was one of the most challenging shoots I have experienced, due to many reflective glass surfaces which change from solid to opaque at a flick of a switch, having to consider what the glass sees or doesn’t see every step of the way. 

These images were used in many publications including the Independent and The Telegraph.