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The Alternative Blog

Behind the scenes at the Alternative brochure shoot…

See how 7am Creative and award-winning stylist Melinda Ashton-Turner work their magic in creating the new Alternative Flooring brochure. AND it’s Lorna Haigh, the marketing guru at Alternative Flooring who is the ace producer and fits all the pieces into place.

Alternative is innovative, creative and passionate about floors. It likes to be natural but loves to be different and it is this difference that we want to capture in our new images.

Lights, Camera, Action!

The Team

The Producer: Lorna Haigh

The Stylist: Melinda Ashton-Turner

The Photographer: Ben Robertson

The Creative Agency: 7am Creative

You just know when you have a good one, make that a great one and we have worked with international stylist Melinda for a number of years.

She has not only styled previous brochures, but she’s also created the winning wool stripes in our Rock n Roll collection.

Originally trained as an interior designer Melinda is now a leading interior stylist and art director working on such titles at Australian Vogue Living, Elle Decoration and The Sunday Times to name but a few.

The photographer, art director and brochure designer: Ben Robertson

Ben Robertson is our main man.Photographer and MD of our design agency, 7am Creative, Ben has been in the creative industry for over 20 years.

The Design Agency, 7am Creative

Ben Robertson is a still life/lifestyle photographer who predominately works for the interior industry. After a long career as a photographic art director and graphic designer, Ben has now turned to a full time career in photography. His sense of beauty, graphic eye and passion for textures and colours allow him to create distinctive images. 

The Locations

Location hunting is great fun but the trick is finding original gems that haven’t graced the pages of every magazine! We can’t read home mags without identifying the locations. I know that is sad but it is very true. We like to be different and discover new places and spaces to shoot in.

This 60’s house is spread over 5000 ft2 and almost all on one level. We love the light, open plan and floor to ceiling windows. When can we move in…?

Locations have to be spacious for a flooring brochure shoot. This light Victorian semi has white washed original floorboards and limed parquet flooring which are great for accent rugs and runners.  Beautifully simple panelled walls and yes, we can also paint and paper walls to add colour and pattern. We also just have to have good stairways and this unusually spacious front room has been opened up to include the hallway and white spindle staircase

The Props

We are keeping our new designs under wraps, but can let you known that we do have quite a few fabulous props. AND yes the car makes a guest appearance too.

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The Edit - home style by Alternative