In our daylight studio , we recently welcomed Sharon Deken from DKN Interior Design for a special photo shoot for furniture brand Skogen. What followed was a refined interplay of Scandinavian design (we love it), thoughtful styling, and stunning daylight photography. We asked Sharon all about her work and passion, her experience with our photo studio, and her tips for aspiring stylists.
Interior styling with impact: why brand identity is the foundation
A connection with Skogen
The collaboration with Skogen came about — as often happens in the creative world — through mutual contacts. Sharon was asked to style a shoot commissioned by Patrick, one of Skogen’s founders. "We clicked instantly and were both quite critical," she laughs. "Even during that first shoot, we saw areas for improvement. Not long after, Patrick told me they were developing a new furniture brand. That’s when I got involved with Skogen."
She developed storyboards, selected a location and model, and played an active role in shaping the visual translation of Skogen’s philosophy. And that philosophy is clear: timeless design, pure craftsmanship, and the beauty of simplicity. "What appealed to me were the organic shapes and the use of beautiful, neutral materials," Sharon says. "And the fact that it’s a new Dutch interiors brand — I found that really special."
Storytelling through imagery: three rituals as the foundation
To powerfully convey the brand story, Sharon worked with three daily rituals: morning, afternoon, and evening. "In the images, you see the model at different moments throughout the day — from a morning coffee to a peaceful evening pause," she explains. The shoot took place here at The Playground, guided by photographer Laura Emma van Geest. The result? Intimate, serene images that perfectly reflect Skogen’s calm, Scandinavian signature. "The accessories supported the function of the furniture without distracting from it. Everything was spot-on from A to Z."
For Sharon, a successful shoot hinges on thorough preparation and clear communication. "It’s important that you complement each other and really listen," she says. "I always leave room for small adjustments — they can make all the difference."
Got a shoot with a creative team coming up, but still looking for an inspiring location? Sharon recommends Atelier Oost Amsterdam. "Absolutely go for it! I’ve worked in two of the three studios — The Loft and The Playground. The spaces are bright, versatile and photogenic. There are props available, and the homely feeling — walking around in slippers — makes you feel at ease right away."
Tips for aspiring interior stylists
For anyone dreaming of a career in interior styling, Sharon has some practical advice: “Make sure you're visible and don’t be afraid to make mistakes. You learn the most from when things don’t go as planned. Social media, especially Instagram, is a great tool for showing your work." Finally, we asked how she keeps herself inspired in a fast-evolving interior world. "I keep feeding myself creatively — by visiting trade shows, attending lectures, and following pioneering brands and designers. The inspiration I gain often finds its way into my styling and design work. It keeps me sharp and innovative."
Styling: Sharon Deken – DKN interior design
Photography: Laura Emma van Geest
Model: Annewil Hokken
MUAH: BLSH make-up & hair
