A lookbook for furniture that already knows how to sit in a room.

Atelier Sol does not need more pictures of product. It needs a document that makes a buyer slow down — the same way the chairs do.

What I heard

You are launching the first collection in March. Six pieces. Oak, linen, and a green so dark it reads as black until noon. The site is a placeholder. The photographs you have were taken in the workshop, under strip lights, and they make the work look unfinished. It is not unfinished. The pictures are.

How I would do it

Two days in the loft on Wythe — north light, the collection placed as if someone lives there and has taste. A lookbook of twenty-four plates. A short moving study for the pieces that only make sense in use. Captions written like notes from the maker, not a catalogue.

What I am assuming

The loft on Wythe is available those two days.
The six pieces can overnight in the room.
One round of notes on selects is enough.

This number depends on

If one of these is wrong, the number moves. They are not exclusions.

The loft on Wythe is available those two days, north light as described.
The six pieces are finished and on site. Unfinished work is a different sit.

Agreement

$9,500

This is the agreement. The number is the number, inside this fence. Work outside it is a new estimate. Labor is firm. Materials and allowances re-price if they move.

Work not named on this page is not in this number. Extra work is a written change first — a new letter, not a conversation.

Three ways on this page

Same letter. They pick the extras. The number follows.

Two-day loft sit
Direction, lighting, and stills of the six-piece collection in a lived interior.
$4,200
Lookbook of 24 plates
Sequenced, retouched, and set as a print-ready folio plus web cuts.
$2,800
Moving studies
Three silent clips, under 20 seconds, for the chairs and the table in use.
$1,600
Maker captions
A written voice for the collection — twelve short texts you can use anywhere.
$900
Social cutdowns
Six cuts from the studies, for the feed.
Optional upgrade — not in the number
$1,200
A second location
A street or a garden if the loft is not the whole job.
Optional upgrade — not in the number
$2,400

The job: The loft on Wythe

50% to start — $4,750. Remainder on delivery.

Too cheap

$4,200

Too expensive

$16,800

This estimate · $9,500

The floor is resentment. The ceiling is hesitation. This sits where the work can be slow.

Floor. Workshop snaps under strip lights. The chairs look unfinished.

Ceiling. A campaign film and a second city. Beautiful, and the wrong job.

Why this number

This is not a day-rate with a room attached. It is a week of seeing, two days of making, and ten days of deciding what the collection is allowed to look like in public. The number is set so the work can be slow. Slow is the point.

Timeline

01
Location & light
4 days
Confirm the loft, the sun path, and a quiet day with no street work.
02
The sit
2 days
Stills on day one. Moving studies on day two. You are welcome for the last hour.
03
The folio
10 days
Selects, retouch, sequence, captions. One round of notes. Then print files.

In the frame

Travel within New York
Retouching to a still, print-aware standard
One round of notes on selects and captions
Print-ready PDF and web cuts
Usage for your site, press, and wholesale book for three years

Outside it

A second location or an extra collection
Paid talent or stylist beyond what I bring
Campaign film longer than the three studies
Social cutdowns as a separate package
Print production and paper stock

Terms

This is the agreement for this work at this number. Changes outside the fence are a new estimate. Payment follows the schedule. This page is not every statutory form a state may require.

50% retainer to hold the dates. Remainder before the folio is released.
One round of notes is in the frame. Further rounds are billed at $90/hour.
If the date is cancelled inside seven days, the deposit holds the week.
You own the selects. I keep the right to show the work in my own folio.

To start

Once this is an agreement, hold the loft for the 3rd and 4th and send the deposit so the week is ours.