Rooftop Evening Scene
How we turned a quiet terrace in Vienna into a story of connection
Jan 23, 2025
The challenge: bring emotion to outdoor furniture
Outdoor furniture marketing is often… sterile. Overexposed daylight, staged cushions, catalog-perfect symmetry. It shows the product — but rarely evokes the feeling of actually using it.
When an Austrian brand asked me to style a rooftop terrace for their latest collection, I wanted to do the opposite. Instead of focusing on function, I focused on intimacy — the emotion of a soft summer evening in Vienna.
We weren’t just creating a product scene.
We were creating a memory.
The concept: Vienna at sunset — soft, warm, and close
Inspired by the city's 7th district, the terrace was styled to feel like a personal retreat above the noise. As daylight faded, warm lanterns and candlelight cast soft shadows across the furniture.
Every detail invited you in:
Tactile throws and cushions layered warmth and texture
Natural fabrics softened the visual weight of the benches and chairs
Flickering light and soft color palettes gave the space a cinematic calm
Balanced composition allowed the bench, table, and flooring to feel cohesive, not crowded
There were no people in the shot, yet presence was felt everywhere — a glass half-full, a folded blanket, an open moment of calm.
The result: a mood, not just a message
The final scene became more than a product shot. It became a moodboard for a lifestyle — one that reflected relaxed European elegance, quiet connection, and personal escape.
The visuals were used across:
Seasonal campaigns
Website hero images
Social media and print
Showroom displays
They stood out instantly in a market dominated by clean daylight and lifeless catalog setups.
Why it worked
People don’t buy outdoor furniture because of the material specs.
They buy it because they imagine how it will feel to use it.
By capturing the glow of a Viennese sunset and styling with softness, we gave this collection the emotional depth it needed to resonate. To linger. To be remembered.
Because sometimes, the best way to sell comfort — is to show intimacy.
