When Max Fashion opened their new Te Rapa store in Hamilton, I was brought in to photograph the new space along with some of the opening-day activity.

The shoot covered everything from wide photographs of the finished store through to displays, changing rooms, styling details and individual design features. As customers began arriving, we also captured some of the atmosphere of the opening, giving Max a mixture of polished retail imagery and photographs showing the store actually being used.

With the images needed for promotion straight away, this was also a fast-turnaround commercial shoot, with the finished photographs delivered ready for the team to start using as quickly as possible.

Photographing the new store

Before the opening activity began, I photographed the store itself.

This included wider views showing the overall layout and design, along with the entrance, front counter, changing rooms, clothing displays, tables and some of the newer features throughout the space.

For retail photography, I like having both perspectives. The wide photographs establish the space, while the tighter images show the styling, materials, merchandising and smaller details that can otherwise disappear in a photograph of the entire store.

Clothing displays and visual merchandising

The way the clothing had been arranged and styled throughout the store was another important part of the shoot.

Rather than treating the clothing racks simply as part of the background, I photographed individual displays, styled outfits and tables throughout the store.

These images gave Max additional content focused specifically on the retail presentation and products within the new space.

Capturing opening-day activity

Once customers started arriving, the photographs shifted from an empty, finished store to showing people experiencing it.

There were coffees, matcha and treats from Rüdi’s artisan bakery for customers, along with plenty happening throughout the shop as people explored the new space.

Photographing both stages meant the finished gallery could show the store clearly while it was empty, then bring some life into the collection with customers and opening-day activity.

Fast-turnaround commercial photography

For launches and openings, timing can matter just as much as the photographs themselves.

Max needed imagery from the new Te Rapa store quickly so it could be used to promote the opening while it was still current. The photographs were therefore prioritised for fast editing and delivery following the shoot.

The final gallery included wide retail interiors, store details, visual merchandising, clothing displays, customer activity and opening-day photographs, creating a varied collection ready for immediate marketing use.