Last autumn, we were commissioned by Heuer Design Collective to photograph JJ’s Flower Shop at their new location in Dunwoody, Georgia, just outside Atlanta’s perimeter.

JJ’s Flower Shop, known for its unique approach in the floral industry, started as a mobile flower business selling blooms from a 1968 Volkswagen bus. Today, they have established their dream brick-and-mortar store in Dunwoody.

The talented Dawn Heuer, owner of Heuer Design Collective, played a pivotal role in this project. Dawn is a nationally recognized interior designer and design producer with a portfolio that includes work for major networks like Netflix, Bravo, HGTV, TLC, TBS, and Fox, and features in Elle Decor and Traditional Home. Originally from Arizona, Dawn now calls Atlanta home, where she lives with her family. She founded Heuer Design Collective in 2019, aiming to make interior design more approachable.

Dawn designed their new space with vibrant pops of coral and red, contrasted with deep wood tones, creating a welcoming and dynamic atmosphere. A standout feature is the interactive “build your own bouquet” wall at the front of the shop, offering a wide array of stems in bright colors and wild textures. Curving displays and built-in shelving showcase a range of items for sale, including gifts, candles, soaps, and self-care products.

From a photography standpoint, the natural light predominantly came from the front entrance, providing a beautiful, bright setting for capturing the front of the shop’s vibrant interior. However, as we moved towards the back, where a large tile installation and a custom marble table are situated, the natural light was virtually non-existent. To overcome this challenge and ensure the entire space appeared uniformly lit, we used three different light sources and flashes, creating a seamless visual experience as if the entire shop were naturally sunlit.

This project was a rewarding experience, and we are grateful for the opportunity to work with Dawn Heuer and her talented team, capturing the essence of JJ’s Flower Shop in its stunning new home!

 

And here’s an iPhone photo that shows some of the darkness we were working with on-site:

It’s worth noting that iPhones (and Androids, and the like) utilize AI algorithms to create images and videos that appear perfectly (or near-perfectly) lit – that being said,  the results often don’t reflect the real-life lighting conditions. Achieving such polished results typically requires a comprehensive off-camera lighting setup (I’m talking multiple light stands, reflectors, tripods…the works), which isn’t always possible, especially in lifestyle or wedding photography where you’re often met with timing, location, and sizing restraints. As photographers, we sometimes face the challenge of competing with the convenience and perceived quality of iPhone photos. A collective groan whenever we overhear others say: “I liked the iPhone photos better.”

However, it’s crucial to understand that those images, while impressive, may not always portray the true lighting and atmosphere of a scene, and instead will often produce something that’s not always realistic nor achievable. This understanding is key in appreciating the skill and artistry involved in professional photography, which strives to capture the true essence of a space or moment.