Loden

Fashion-inspired lifestyle photoshoot for the marketing and branding of a new luxury residential building in Crown heights, Brooklyn.

Conceived as a fashion-oriented visual narrative by the branding studio NOON, this campaign for Loden Brooklyn explores the intersection of architecture, style, and contemporary urban living. Shot on location, the project approaches fashion lifestyle photography as a storytelling tool, using movement, light, and wardrobe to express the atmosphere of a new residential development.

Rather than documenting the building in a traditional way, the imagery focuses on how spaces are inhabited—how light moves through interiors, how textures interact with clothing, and how fashion can elevate perception. This approach to residential branding photography allows the project to sit between editorial fashion and real estate imagery.

By blending editorial direction with architectural context, this series reflects a contemporary vision of lifestyle photography for residential marketing—one that prioritizes emotion, elegance, and narrative over literal description.

Another photography project is Maison 78, where lifestyle photography was used to express the character of a residential building through narrative and atmosphere.

Shot with digital and analog cameras (Portra 800, 400 and 160 films)

Creative agency: NOON

Photographer and Producer: Guillaume Gaudet

Videographer: Derek Aspenberg

Models: Caroline Manya, Piya , Jacob Morton

MUA: Maiko Ando

Stylist: Aoife Piggott