An Ultra Modern Style Shoot at Loft 310

Inspiration comes in rare form at unexpected moments. Actually, inspiration often meets us in ordinary, day-to-day moments and catch us by surprise. That's exactly what happened to Dionel Fisher, owner of The Mittentog. As Dionel was browsing dresses on Rent the Runway, she came across one gown that stood out to her. The simplicity of the dress and geometric sheer cut out in the neckline incited Dionel's creativity. She collaborated with Krystle Waivio, owner of Krystle Waivio Hair and Makeup and with Alex from Events by I. Candy and they started to design a stylized wedding that focused on a minimalist palette with clean lines and an organic feel. 

Beyond floral and event design, Events by I. Candy designs stationery in house. Having a thorough understanding of the look the team was trying to achieve, the stationery became a statement piece that borrowed direction from other design elements in the shoot. The stationery was a bit bolder, but still kept with the simple palette. The design on the stationery was mimicked in the backdrop seen throughout this shoot.

Rather than finding a dress that fit into the style of the photo shoot, this dress from Rent the Runway dictated the entire direction of the shoot. 

Every detail had to mirror the simple style, including the hair and makeup. Krystle gave the model a lot of volume and tousled texture with a low bun. The makeup matched the look with neutral colors.

Loft 310's open space was a natural fit for the style shoot. Its blank canvas make it easy to pull off any vision and style. The wood floors and white-washed walls set the tone for the modern look the team was going for.

The decorative touches came from Events by I. Candy. The rentals company houses thousands of decorative pieces. Owner Alex says that they let these decorative pieces tell the design story. "I believed the vessels and accents really tell the whole story of the design, by taking different finishes and styles, and making them all work together like the grungy mental table playing with the clean lines of the acrylic chairs," she says.

Events by I. Candy put more of their talents to use in designing the floral concept. Rather than put the focus on flowers, Alex purposefully designed the vessels, accents and geometric elements to take center stage. The use of foliage in lieu of blooms was to offer brides an alternative to spending a large portion of their wedding budget on expensive flowers. Plumosa, springeri sword, ming, maiden hair and umbrella fern were some of the many greens that were used.

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