It's time again for a lookbook shot at Atelier Oost Amsterdam, and this time that of an incredibly inspiring interior design brand. You probably know Amsterdam-based Urban Nature Culture: a crazy, greedy label full of must-haves when it comes to living, but at the same time a label with a beautiful story. The brand recently visited us at The Loft for the photography of their new collection 'Essentials 2023' and of course we had to share the images with you.
Travel, treasures and sustainability: the story behind the brand
First, a little background on this conscious and inspiring brand from owner Anne Marie Hermans. She started travelling around the world at the age of 19, discovering the beauty and unique treasures of other countries and cultures. Her encounters with creative, special spirits and the beautiful products they made inspired her to start her own brand. Today, Urban Nature Culture is still characterised by the many influences from travelling and the hidden gems you find along the way.
When setting up her brand, Anne had a clear conviction in her mind: she wanted to care for the future of our world, nature and its inhabitants. And that starts with ourselves. Urban Nature Culture aims not only to make beautiful products, but also to actively contribute to a sustainable, ethical lifestyle. The brand curates ancient techniques and art, harmoniously combining them with the power of nature. UNC is more than just a brand; it is a life philosophy, an invitation to live consciously and think about the impact we have on our planet.
A second life for materials
In its commitment to sustainability, Urban Nature Culture has an ongoing focus on fair wages for talented artisans and fair trade partners. The brand is constantly exploring new ways to produce products in a sustainable manner, focusing on the use of planet-friendly resources and secondary raw materials. Sharing transparent information about production methods is an important part of their commitment to an ethical and responsible approach to business.Urban Nature Culture's collections use residual materials such as banana leaves. Another example of their commitment to sustainability is the use of recycled glass. In Urban Nature Culture's vision, there is no such thing as waste; every piece of glass already in circulation can be reused and transformed into something new. This approach to reuse reflects their ongoing search for innovative ways to give materials a second life.
Sustainable meets atmospheric
As you explore the huge collection, you will come across a lot of gems. Urban Nature Culture makes beautiful furniture like tables and desks, so you can decorate your living room and workplace in a sustainable way. The cosy cushions, plaids and rugs are perfect for giving your home a cozy twist in a quick way and you can also find different kinds of lamps here. Urban Nature Culture's 'Good Morning' collection also provides a stylish and conscious way to wake up. With beautiful cups, bowls, plates and platters, you can create an aesthetically pleasing dining table.
Creative styling at The Loft: build your own dream setting
Perhaps my favourite: the wide range of home accessories. Vases in enchanting candy colours, organic shapes, earth tones and natural materials such as rattan and wood. As you probably know The Loft equipped with beautiful, built-in cabinets, so the brand could go all out with displaying their accessories. Perfect for product photography! By creatively using our designer furniture and accessories, wall shelves and impressive staircases, you always build your own setting, resulting in an insane lookbook.
The lookbook for this collection from Urban Nature Culture embodies the brand's core values, focusing on craftsmanship, sustainability and aesthetics. The various products look great against The Loft's neutral backdrop, and match well with our natural materials and organic shapes. And secretly very much with the others too, sustainable home brands you will find there. Do you also have a beautiful brand and are still looking for a unique setting for your next shoot? Then first dream away at the images from this blog, and choose from our two beautiful daylight studios.
