​​The PhotoLab represents the intersection of technical horological mastery and high-performance creative operations. Specialising in the elevation of luxury visual identity, I partner with brands to translate the intricate heritage of fine watchmaking and jewellery into high-impact digital content.

From bespoke editorial commissions to establishing scalable e-commerce standards, I provide the strategic oversight and technical precision required to showcase true luxury

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The PhotoLab: Behind the project.

Building the visual engine for the world’s most prestigious timepieces and fine jewellery.

 

The PhotoLab was a cornerstone project of my 10-year tenure at YOOX NET-A-PORTER. It was born from a need to bridge the gap between high-volume e-commerce and the uncompromising technical standards required by the world’s leading Maisons.

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As the Project Lead, I was responsible for the end-to-end creative and operational strategy, ensuring that every timepiece—from a Vacheron Constantin movement to a Baccarat crystal Atmos clock was represented with absolute precision.

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Key Focus Areas:

- Creative Direction: Establishing a global visual "Gold Standard" for Hard Luxury across NET-A-PORTER and MR PORTER.

- Account & Brand Management: Acting as the primary creative link for top-tier Maisons, ensuring their heritage and brand guidelines were flawlessly translated into digital assets.

- Technical Innovation: Designing bespoke lighting rigs and workflows to capture the "invisible" details of high-end horology at scale.

- Team Leadership: Directing on-set creative and managing the technical teams to deliver consistent, high-impact imagery for global launches.

- The PhotoLab remains a testament to my belief that luxury e-commerce should never be "standard"—it should be an extension of the craft itself.