This boiled down to making an easy shopping experience for cyclists & non-cyclists alike. What should I get for the person who buys everything? Rather than this being a curated list of what our merchandisers were told to promote, we wanted to highlight some of our assortment that is the thing someone might be dreaming of getting, but didn’t buy themselves (Smart Trainer or upgrade lights with radar) or the thing they need, but never remember to get (a fancy bell). Either way, we set these up by category and price.

The look was a clean, lightly propped space with room for the products to breathe. Rather than our typical top-down knolling, we shot this in a more dynamic Dutch angle way, but not with the intent to create unease, but to guide the eye.

Lauren’s styling was a masterclass on knolled product and eye flow.

The wrapping paper was an 8:30am call on a very snowy commute up to the Park City office & studio. Lauren asked if I had any ideas for wrapping paper. I said, give me an hour or two. I pulled up some illustrations from older works and created a pattern. She later had these printed and worked them into the still life shots. I later took some paper tear PNGs and made some frames for the images to tie back to the photography.