We really like Florian Groehn’s photographic work – it straddles a spread of product, interior, architecture, advertising and more.

There’s a depth and richness of colour and light in his work that envelopes the viewer.

He photographs for some of our more iconic Australian design studios, including Derlot and Husque, and larger brands such as Nikon, Braun, Virgin Blue, Australia Post and much more.

Here Florian shares a few insights into his work…

“I work across a few genres, from conceptual advertising to architecture, product and fashion, so I have great diversity in my work.

“I see this time, following the digital revolution in photography, as a great opportunity to offer a unique style solution to various types of clients.”

“I like to tell stories within my pictures.

“It’s not so much a certain category of subject, more the exploration of concepts and objects.

“Whether the subject is product, architecture or people, this objective applies, and I get excited in the process of realising it.”

“My work balances intensity and drama, which I create with light and shade.

“My approach is to study the subject intensely and visually interpret the feeling it evokes in me.

“To bring that emotion to life I use various techniques of ambiance and angle.

“My primary tool is light. The right light (created or found) excites me about any subject.”

“One of my longest standing clients and friends is industrial designer Alexander Lotersztain of Derlot.

“I have worked with Alex for more than 6 years now.

“I have photographed every design in his collection and we have always tried to take it into different contexts and tell stories sometimes not necessarily about the product itself…

“Throughout the years we have developed a brand style a bit like fashion photography for furniture.

“I want the photography to express the creative process at the core of the product, as this is the essence beyond the actual matter, with which the consumer identifies in the ultimate product.”

This image below is of Marc Harrison’s Husque bowls – also featured in DQ#44.

There’s so much more of Florian’s work to be seen and you can contact him via his website, or agency Sam I Am.

Florian Groehn
floriangroehn.com