Behind the Lens: How Strategic Photoshoots Power PR for Interior Design Brands

Feb 2
4 min read

In the world of interiors, a photograph is never just a photograph. It is a sales tool, a PR asset, a brand statement and, increasingly, the first point of contact between a brand and its audience. At Rawlins George, we believe that some of the most effective interior design PR & marketing begins long before an image is published - it starts behind the lens.

While the final edit may be what makes it to Instagram, a website gallery or the pages of a leading interiors title, the real work happens in the planning, curation and on-the-ground execution. From concept development to art direction, team coordination and publication strategy, photoshoots have become a core part of how we deliver integrated PR, marketing and business development support for our clients.

More Than a Shoot: Visual Storytelling as a PR Tool

For interior design brands, photography sits at the intersection of PR, digital marketing and brand positioning. A successful shoot must not only look beautiful, but also:

Tell a clear and compelling brand story
Position both the brand and product with intent and clarity
Inspire the target audience and support the path to purchase
Appeal to editors, stylists and journalists
Perform across press, social media and digital platforms
Support long-term PR, marketing and business development goals

Our role is to ensure every shoot is purposeful, considered and aligned with the brand’s wider objectives This begins with working closely with our clients to define the creative direction, key messaging and desired outcomes, before moving into the practicalities - from advising on locations and styling to assembling the right creative team and overseeing the process on set.

Johnstons of Elgin x Ben Pentreath

Photography James Merrell, Styling Marianne Cotterill

One example of this approach in action is the Johnstons of Elgin collaboration with renowned architect and interior designer Ben Pentreath.

The collection - a richly coloured range of lambswool fabrics and throws featuring checks, stripes and houndstooth - was deeply rooted in Scottish heritage, craftsmanship and narrative. The photography needed to do far more than document the products; it had to communicate history, place and emotion.

Shot across two locations in Scotland — Ben Pentreath’s restored bothies in Argyll and the historic Ardkinglas Estate overlooking Loch Fyne — the imagery captured the spirit of the collaboration in an authentic and editorially compelling way. These were not neutral backdrops, but meaningful settings that reinforced the story behind the collection.

From a PR perspective, this kind of considered photography is invaluable. It gives editors a ready-made visual narrative, supports long-form features, and positions the brand firmly within the high-end interiors conversation. The result is imagery that continues to work across press, digital platforms and brand communications long after launch.

Elevating Brand Perception: Crucial Trading

Photography Simon Bevan, Styling Ali Brown

We have also delivered extensive photoshoot support for Crucial Trading, advising across multiple shoots for their flooring collections.

Here, our brief went beyond logistics. We worked closely with the team to evolve the brand’s visual language, creating imagery that clearly reflected its positioning while elevating the overall look and feel. The aim was to produce photography that felt aspirational yet accessible, and that resonated equally with press, industry professionals and end consumers. This involved:

Sourcing photographers and stylists aligned with leading interiors publications
Developing shoot concepts that felt design-led rather than purely commercial
Providing on-site support to ensure the creative vision translated seamlessly on camera

By approaching the shoots through a PR and marketing lens, the resulting imagery became far more versatile - suitable for press, social media, digital campaigns and sales tools, while also strengthening Crucial Trading’s positioning within the premium interiors market.

Facilitating Shoots for Roundhouse Design

Photography Mary Wadsworth

For Roundhouse Design, our role has been equally strategic. Working closely with homeowners, designers and internal marketing teams, we help identify which kitchens should be photographed to create a gallery that feels both varied and cohesive.

This includes advising on:

Which projects best showcase different aspects of the brand and communicate the breadth of its skillsets and creative possibilities
How imagery will perform across press, website and social media
What editors and publications are currently responding to

By carefully curating what is photographed - and how - we ensure that Roundhouse’s visual output consistently reflects the quality, craftsmanship and contemporary relevance of the brand.

Photography & Styling Mary Wadsworth

Why Photoshoots Matter to PR and Business Development

In an increasingly visual and competitive interiors market, photography plays a crucial role in PR strategy, digital marketing and long-term business development. Strong imagery secures press coverage, strengthens relationships with editors, improves digital engagement and ultimately supports sales.

At Rawlins George, we see photoshoots as an extension of our PR services - not an add-on, but a fundamental part of how brands tell their stories and grow their presence.

There is, indeed, far more to a photoshoot than what you see in the final edit. And we are proud to be part of the process that turns creative vision into imagery that truly works.