DISPLAY & MERCHANDISING

In these examples one can see the problems encountered when photographing subject matter located behind a pane of glass. Even when using a top quality dual rotating polarizing filter to capture such photographs, it is impossible to eliminate all stray reflections.

These examples of display and window merchandising were produced for a university publication covering the topic of visual merchandising, hence requiring images of highly innovative and artistic fashion displays, albeit as viewed from the public’s perspective. Thus in every case, all of the unwanted distractions had to be painstakingly removed to achieve a final near-perfect image. In the case where textures or patterns were present, the reflections proved especially challenging to remove. The finished results are excellent examples of the level of perfection which can be achieved in the hands of a digital retouching master with an eagle eye for detail.

Image enhancement requires excellent attention to detail and expert knowledge in photographic techniques with a very clear understanding of the nuances of how light interacts with different subject matter. At Emotivize, we take image manipulation with utmost seriousness and remain 100% committed to the ideal of creating images which are not only beautiful but also credible and realistic. We benchmark our designs on over 20 years experience within traditional photographic art and lighting techniques and apply these with extreme care; sagely considering every aspect of the image as a whole, so the finished result combines all elements in harmony; highlights, shadows and reflections are assiduously applied, in such a manner, some images require many hours of painstaking manipulation, combining dozens of different layers, each playing its small part in achieving a near perfect finished result.

INTRODUCTION

HARVEY NICHOLS - LONDON

HARVEY NICHOLS – KNIGHTSBRIDGE, LONDON

At the time this photograph was taken, the building across the street was being completely renovated, hence the ugly reflections of the scaffolding proved to be a great distraction to the artistic display. However, after painstaking work, all reflections were effectively removed.

FENDI BOUTIQUE - BELGRAVIA, LONDON

FENDI – SLOANE STREET, BELGRAVIA, LONDON

This eye-catching display of a leaping horse had incorrect color due to the warm color temperature from the tungsten lighting. Reflections from the store opposite further detract from the beauty of the display. Following all corrections, the finish result achieves maximum impact.

PRADA DISPLAY, HARRODS - KNIGHTSBRIDGE

PRADA IN HARRODS – KNIGHTSBRIDGE, LONDON

Amending this beautiful coat design by Prada proved challenging due to its dog-tooth pattern and fabric pleats. In this case, the bright blue reflections were the most important to remove. The branding logo was also completely obscured but has been recovered well. It was decided the secondary reflections in the cabinets would be left to achieve a more credible result.

MIU MIU DISPLAY, HARRODS - KNIGHTSBRIDGE

MIU MIU IN HARRODS – KNIGHTSBRIDGE, LONDON

Another window display from London’s most famous store. As with other images the overly warm tungsten lighting has added a yellow-green hue to the image which distorts and washes out the cooler colours. Removing the distracting reflections from the stores opposite proved challenging, especially where the ornate wall-paper was concerned. As a final touch the parallax aberrations of the image have been corrected.

LOVE MOSCHINO DISPLAY, HARRODS - KNIGHTSBRIDGE

LOVE MOSCHINO HARRODS – KNIGHTSBRIDGE, LONDON

Another example of an overly warm tungsten lit image. In this example the fabric of the elephant had two problems: a- stray reflections, and b-, image burn-out from the very harsh spotlights above its head. The most challenging aspect was recovering the textures, highlights and shadows of the fabric.

LOUIS VUITTON - BELGRAVIA, LONDON

LOUIS VUITTON – SLOANE STREET, BELGRAVIA, LONDON

A fine example of serious image impairment due to external reflections. In the original, the striped back panel and hot air balloons had been seriously compromised. Here too, there is considerable barrelling and parallax distortion from the wide-angle lens, since this photograph has been shot off the center line. Despite these serious limitations, an excellent result was achieved, yet with many of the original shadows and textures preserved in the final version.

FREY WILLE BOUTIQUE TIANJIN - CHINA

FREY WILLE BOUTIQUE – TIANJIN, CHINA

In this example once can see a lot of fluorescent tube reflections from the BMW dealership located opposite to this boutique. Included within other challenges was the considerable reciprocity failure in the original image due to the conflicting color wave lengths from the incandescent spotlights (yellow) and fluorescent tubes (green). Yet, an overall pleasing result has been achieved once the color wavelengths were corrected and the extraneous reflections completely removed.

SALVATORE FERRAGAMO - SLOANE STREET - LONDON

SALVATORE FERRAGAMO – SLOANE STREET, LONDON

This display proved immensely challenging due to the heavy reflections of the Victorian red brick houses across the street upon the mahogany wood panels. Since the textures and wood grain were seriously impaired by these many distractions, in this case it was impossible to recover all the missing data. Nevertheless, in spite of serious limitations and difficulties encountered, the finished image is a vast improvement on the original.

FENDI IN HARRODS - KNIGHTSBRIDGE LONDON

FENDI IN HARRODS – KNIGHTSBRIDGE, LONDON

As with other Harrods displays on Brompton Road fascia, all suffer from the same problem – a lot of stray reflections from the stores across the street; in this case Top Shop. The wonderful over-sized bag display has been completely reworked and recovered to an excellent standard due to the dominant solid colors and absence of texture in this particular display. The parallax aberrations from the wide angle lens have also been corrected.

HARVEY NICHOLS DEPARTMENT STORE - KNIGHTSBRIDGE LONDON

HARVEY NICHOLS – KNIGHTSBRIDGE, LONDON

Another example of this store’s wonderful creative flair in window merchandising. You may also notice the strong parallax distortion due to the wide angle lens used to capture this display. Thus, aside of the many reflections, the vertical lines had to also be corrected yet wherever possible with the minimum aberration on the actual merchandise displayed within the showcase.

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