Catalogue Photography for Japanese Furniture Brand
About Client
Cerubo is a prestigious furniture brand and manufacturer with a long-standing heritage from Japan. Operating with its headquarters in Japan and a high-standard production facility in Thu Dau Mot, Binh Duong, Cerubo is a vital link in the premium global furniture supply chain. Cerubo is renowned not only for its exquisite craftsmanship but also for being the trusted partner that brings iconic designs from international designers to life.
About Project
This is a specialized photography project executed by Helius Media in 2024, focusing on a premium furniture collection called Orientale. This collection is the result of a strategic collaboration between Cerubo and the renowned independent product designer, Tomoyuki Matsuoka.
The Orientale collection is more than just furniture; it is a standalone brand representing a sophisticated lifestyle that blends traditional craftsmanship with modern design thinking. In this project, Helius Media served as the bridge to translate Mr. Matsuoka’s design language into visual art. We worked closely with the designer to ensure that every camera angle and lighting setup accurately captured the essence and philosophy of the Orientale brand.
“Explore more about Mr. Matsuoka’s creative philosophy and unique design mindset in this featured interview: Designer Tomoyuki Matsuoka: No need to worry about differences.”
Creative Direction
The highlight of this project lay in the detailed and rigorous briefing given by Mr. Tomoyuki Matsuoka. As the product designer, he required that all front-facing shots of the furniture be perfectly aligned: table and chair legs in the background had to be balanced in both perspective and spacing, creating the most flawless viewing angle.
Lighting was also meticulously studied and positioned at optimal points to create natural shadows that emphasized the form and refined lines of each piece.
Based on these requirements, both sides collaboratively built and agreed upon shooting drafts for each product and set, including specific lighting arrangements. In this article, we also illustrate this process with sketches compared to the final photographs, showing the consistency from concept to execution.
Implementation
Since transporting a large number of high-value furniture pieces to an external studio would have been inconvenient, Cerubo and Helius Media agreed to set up a studio directly inside Cerubo’s factory in Thu Dau Mot.
Throughout the shoot, despite the time zone difference, Mr. Matsuoka remained online from Japan to closely supervise, give feedback, and discuss each frame with us. His strict oversight ensured that every photograph reached the desired level of perfection.
To meet these demands, the Helius Media team worked continuously, standing by with Mr. Matsuoka for three full shooting days, fine-tuning everything from composition and lighting to product consistency. Eventually, the catalogue photo set was completed with full satisfaction from both Mr. Matsuoka and Cerubo.
Result
The project resulted in a visually stunning set of product images that fully met the rigorous standards of both the renowned designer and the Cerubo brand. These standard-setting images have become effective marketing tools, accompanying the brand on its journey to conquer the market, particularly in the high-end segment.
The collection is now exclusively distributed in the Vietnamese market by Nha Xinh – the country’s leading premium furniture retailer. The Orientale catalog photography is utilized by Nha Xinh as a primary market entry tool, allowing customers to fully experience the product’s value before visiting the showroom in person.
Conclusion
The close collaboration between Cerubo, designer Tomoyuki Matsuoka, and Helius Media laid the foundation for a photoshoot that not only meets international marketing standards for furniture but also conveys the spirit of Japanese aesthetic excellence and brand depth.
This invaluable experience drives us to remain steadfast in our mission: Inspiring value, brand elevation.
As a provider of Professional Interior Product Photography Service, Helius Media is honored to partner with brands to transform images into valuable assets, contributing to our client’s prestigious standing in the luxury furniture market.
