Visions, a Blog

Photography of retail spaces is more than creating images. This section is intended to showcase my procedures, thoughts as well as current and archived work. Please feel free to return again as this is frequently updated (and add your comments as well.)

Jan: 9

NRF’s Big Show-Big News!

Sorry this reads so much like a press release…but it is! Very exciting news and I’m very proud to have been asked to display.

Award-winning photographer Mark A. Steele has been selected to exhibit dozens of his images documenting leading retail concepts at the 2012 annual convention of the National Retail Federation (NRF).

NRF will present its first-ever photography exhibit — “Documenting Retail Design” – during its annual trade show taking place January 16 and 17 at the Jacob K. Javits Convention Center in New York City. The exhibit consists of Steele’s images that creatively capture retail design projects that have opened over the past five years. Projects range from department and specialty stores as well as brand concepts.

“Retailers can learn about current trends and how other retailers are realizing their visions and investments for new stores, exciting prototypes and successful renovations that connect with customers,” says Dan Butler, NRF’s vice president of merchandising and retail operations. “Because the photos are taken near the grand opening of most projects, we are able to show and share how retailers look at those moments right before the doors are unlocked and the customers come in.”

A longtime contributor to major retail trade magazines, Steele’s photographs have been used in publicity and marketing campaigns, books, magazines, journals and annual reports. Retailers and brands have also used his images to impress Wall Street investors, mall developers, leasing agents and franchisees.

Longtime client Christian Davies, executive creative director, Americas, for FITCH, a Columbus, Ohio-based global design and strategy firm explains, “Mark’s images tell the stories behind the work we do. I tend to like telling my own stories and I’m picky about how they are told, so it takes a lot for me to turn over that responsibility. But he’s never let me down.” FITCH has worked with Steele for more than 15 years documenting the firm’s innovative retail design for brands such as Chrysler, Nickelodeon, Harley Davidson, Sports Authority and Timberland, among others.

The world’s retailers and strategic partners gather annually at Retail’s BIG Show to share ideas, make connections, embrace technology and drive the industry forward. Last year, the event drew some 22,000 from 82 countries, who gathered to see the best and the brightest in retail speak on a broad range of issues facing the retail industry and to see the nation’s largest retail technology expo floor.

Dec: 8

New Balance NYC

I photographed the New Balance New York Experience store in Manhattan a few months ago. With tight deadlines, a small shooting window, driving rain, people, traffic and parking how could I say I don’t love New York?

An on site three hour time frame made for some fast thinking and reflections on what it takes to serve my clients. No shoot is ever perfect and I wish everything on site went without a hitch. But it never happens…being prepared is what experience and professionalism is all about. Experience allows me to make those quick decisions-camera angles, lighting, fixture placement-with confidence. When my client walks away from the set, I need for them to feel secure in their decision in hiring me.
New Balance trusted me with their tight time frame and their story ended up with a four page spread in VMSD’s December 2011 issue. Take a look at the images.

Aug: 23

My Summer Vacation

Summer is nearly over and getting back into things is hard to do. But just like in elementary school, I am going to share a little of my summer vacation with everyone.

The Rocky Mountains of Colorado are stunning, breathtaking and exhilarating! Along with my family, I took my new IPad and my camera and took to hiking the Rocky Mountain National Park along with a few other trails. We visited glaciers, shopped some nice quaint small towns, visited dinosaur parks, chanced upon some great geology, and even had an interesting experience involving mountain roads and a GPS unit. And I shouldn’t forget the double rainbow…all the way across the sky!

The images you see here were all processed on my IPad using software available from the App Store. If you need any details let me know and I’ll be glad to share. Also, while I’m at it, take a visit to the Mark Steele Photography Facebook page and give me a like. It’s nice to have some company there!

Jan: 27

10 Ways to Get More Value from my Photos

My portfolio is your portfolio. For more than twenty years I’ve partnered with design firms, architects and retailers to create images that showcase their brands, concepts and visions. It’s rewarding to see my images being used in ever more interesting and creative ways.

I want to make sure that you are making the most of my images.

Here’s a list of ten ways that the results of our partnership can be further used in order for you to create more value from your company’s investment.

1. PR/Marketing –Nothing grabs people’s attention like a beautiful image. Showcasing a state of the art innovation creates memorable marketing, industry buzz, and can get consumers talking.

2. Sales presentations-Showcase past work to future clients. From web portfolios to one-on-one presentations, using high quality imagery not only presents your products and services in the most professional manner, it also elevates your brand.

3. Trade Show presentations-Many companies rely on trade show presentations to showcase innovative designs and ideas. Do you have the images you need to effectively communicate your viewpoint thus making you the expert?

4. Awards and competitions-My photography has garnered more than 100 awards for my clients within various competitions. This exposure not only serves as a congratulatory note to team members and clients, but also increases the opportunity for additional media coverage.

5. Real estate kits aimed at property management companies-Enhancing store concepts for the better mall and property management companies serves not only to acquire space with better malls, but better spaces within those malls as well.

6. Visual merchandising/store planning guidelines and standards-Educating decentralized store associates on how to present consistent visual standards across sites, guidelines can help you differentiate your concept in today’s highly competitive retail environment.

7. Prospective franchise materials-Showcasing new design initiatives for franchise materials and sales kits raises awareness among existing and perspective franchisees.

8. Sharing best practices - Consumer product and apparel companies, as well as retailers, use photo documentation of merchandising programs and floor sets to raise the bar for in-store execution and encourage increased sales performance.

9. Annual Reports/Investor Presentations-CFO’s and investor relations will frequently use imagery in order to entice investors and present new initiatives to investors, analysts and lenders.

10. Copyright/patent/trademark registration uses-Corporate attorneys will frequently use photography as documentation for copyright/patent issues.

Use equals value. How do you use my images to increase their value to your company? Can you add any ideas? I’d love to hear from you.

Jan: 10

Getting W I D E

Sometimes wide isn’t enough! There are times when superwide is needed to capture a special image. We get tight or ultra-wide spaces that a conventional lens just can’t seem to get no matter what you do, not to mention the distortion lenses seem to have.

I’ve recently invested in some real nice glass that allows me to use special techniques to capture these types of spaces and showcase them in a single images. These are great to show overall spaces, showcase a space using panning in Power Point, internet headers etc. How you use it is up to you. How to capture them is left to me. Take a look at a few and let me know what you think.

Jan: 4

Aligning Stars

DXLext Sometimes things just work out! I just love photographing a great project, completing the images, sending them to a client then seeing them again, again, and again.

I am so excited when my clients think enough of my talents to hire me for their best work and trust in me to deliver the best images of their retail spaces. Nothing feels better as an artist than to see spaces I’ve photographed printed in magazines, awarded in competitions and shown in portfolios.

A recent project, Destination XL, photographed for the design firm, JGA, is a great example. A new Casual Male Retail Group prototype located in Schaumburg Il, this site has a look and feel all its own. VM&RD, an Indian retail design magazine, featured this space as a cover story and I’m very pleased with the result.

You can download and view a PDF here. Take a look and see if you don’t agree…

Dec: 1

Been Busy

The second half of this year has found me very busy. Exciting projects for notable companies such as Juno Lighting, Chute Gerdeman, Luxottica, Miller Zell, SuperValu, The Sports Authority, BHDP, Timberland, Eddie Bauer, JGA, New Balance, Express and Big Red Rooster to name a few. Many of the projects have been added to the portfolio section of the site, but some teasers can be seen here.

Thanks to all of my clients and friends for helping to make 2010 a year of exciting projects. Here’s to more work in the near future!

Apr: 19

Design Lighting

A recent discussion within a photography forum concerning lighting had me thinking. A photographer wondered how much lighting is needed for a site. Many on the forum felt natural was the way to go, while others felt that creative liberties should be allowed.

As a photographer of retail spaces, I’ve always tried to light within the confines of the environment, but still have the textures, colors, and necessary merchandising and graphics play their part. Woods and stones in particular will almost always need supplemental lighting on them in order to showcase their natural beauty. Even still, I try hard to have any supplemental lighting match the store choices.

Other considerations on my end are tied to focal points within the image, merchandising as well as consumer walk-thru spaces. Highlighting these allows a viewer of an image to see what I call the design intent of a space. By focusing on these details I feel my photography visually aligns what a designer had intended a site to look like to the actual images.

Jan: 28

Global Shop

Global Shop will be held from March 10-12 in Las Vegas. Last year I didn’t have the opportunity to go and missed it tremendously. It’s always nice to visit with friends and colleagues, discover new opportunities, and talk with people in the industry.

This year however, I will be there and am looking forward to once again meeting with people in the industry. I am actively in the process of making appointments to meet with anyone in the industry whom I may be able to help. If you’re planning on attending, I would love the opportunity to meet with you-even for a handshake! No matter if you are a designer, retailer, publisher within the industry, manufacturer, vendor or all around curious spectator please feel free to contact me via email, text, or phone for a hook up!

Dec: 9

Peaks and Valleys

This fall marked my tenth year in business for myself and like the passing of the year it brings on some reflection. I really can’t say that I’ve not been blessed with friends, some great clients, health and opportunities to do some great work.

I’ve weathered two recessions, had a few great years in there, fought the need to go digital (I know, I know-I’d never go back to analog), learned a few Photoshop tricks, traveled to more places than I care to mention. I’ve welcomed some new clients and have had a few move on. That’s always a hard thing to do!

I’ve learned quite a bit as well. Sometimes things don’t go as I’d like them to. Sometimes I have the worse expectations only to realize the best.

And sometimes things end up being exactly where they need to be.

As the end of year holiday season approaches, I would like to wish everyone success in the upcoming year! Stay healthy, stay in touch and enjoy this image of summer scenery from Alaska’s Denali National Park.

Peace!