W EDINBURGH - BESPOKE INTERIOR ART
RESEARCH - CURATION - PRODUCTION - PHOTOGRAPHY - RETOUCHING & COMPOSITING
THE BRIEF
To create a bespoke collection of artwork to be featured in guest rooms across 3 distinct buildings for the luxurious new W Edinburgh.
The artwork needed to encapsulate the true essence of Scotland, using a modern, bold approach while complimenting the W Edinburgh’s striking contemporary design.
THE SPACE
The W Brand is renowned worldwide for its exquisitely designed and beautifully crafted luxury hotels. W Edinburgh, the latest jewel in the W group’s crown is no different and marks the debut for the hotel brand in Scotland.
Part of Marriott Bonvoy’s global portfolio of 30 hotel brands, W Edinburgh has a distinctly Scottish theme that’s playful, yet sophisticated and references the unique social, cultural, historical and geographical treasures that Edinburgh is famous for, infused with a contemporary twist.
Interior designers Jestico + Whiles have reimagined the best of Edinburgh with locally-rooted influences and creative collaborations woven throughout W Edinburgh’s visionary design.
Situated in the St James Quarter retail development, located in the heart of the city centre, the Hotel comprises three distinct buildings positioned around the newly redefined, historic St James Square. From the Ribbon Building to James Craig Walk and the Quarter House, each of the 199 rooms and 45 suites - many with outdoor terraces - offers a new perspective on the city.
THE CHALLENGE
At a glance
To create 12 collections of uniquely concepted artwork to feature in different environments throughout W-Edinburgh.
The goal was to find themes and narratives of Scotland, that could be successfully transformed into a beautiful still image. Every part of Scotland needed to be considered, from its rugged landscapes and tumultuous history to its vibrant culture and rich folklore.
Most importantly the images needed to tell the story of Scotland but also be sympathetic to the contemporary W design.
“‘I’m always really inspired by Scotland’s unique geography, natural landscape, history and ingenuity. I wanted to convey these inspirations in my own artistic style, working in collaboration with other local artists to realise my creative vision, in a way that complimented the brand narrative behind the W Edinburgh’. ”
THE APPROACH
Thinking differently.
The goal was to create something definitively Scottish but completely different to anything else our audience has seen before.
When looking at the bulk of traditional Scottish art, it’s easy to find an abundance of Heilan coos grazing, magnificent golden eagles soaring above breath-taking mountainous landscapes, beautifully painted portraits of our Rabbie Burns, and gorgeous redheads in tartan ensembles. Which undoubtably has it’s place in Scottish culture. But our intention was to look beyond the norm at more unconventional sources of inspiration and ways to visualise the essence of Scotland.
So how did we achieve this?
We employed different photography, post production and illustrative techniques for each of the pieces in the collection. Working with bespokely designed costume and other renowned artists painting acrylics over giant prints of Jodie’s imagery.
Portraying an iconic Scottish animal through the human form is one of the playful and artistic examples…
Delivering clear designs.
Visually, our ideas were very specific, so being able to present our client with clear references to our concepts was very important to us. Our solution came with bespoke concept illustrations that outlined the final desired look, theme and colour palette, all as part of our comprehensive treatment deck.
THE PROCESS
At a glance
Research, Curation, Development
The 16-month project began with a deep dive into Scottish history, folklore, nature, poetry, music and design. Which led to a series of mood imagery, visual explorations, characters and captivating stories.
Jocasta Mann (sister) - a digital artist and long-time collaborator, translated Jodie’s initial ideas into unique concept illustrations, designed to communicate to the client and production team a vision of how the imagery was going to be captured and come to life.
This initial concept art evolved into a full visual treatment, outlining the storylines behind the images, mood boards, process, schedule and deliverables for each of the concepts.
Production
Jodie pulled together an incredible team of best-in-show collaborators (Assist, DIT, stylists, hair & make-up, production). Over the course of 8 shoot days, working with some of the top model talent in Scotland, they produced a series of stunning photographic representations that capture the essence of Scotland and its unique character.
The result is a collection of breathtaking images with a strong story at their core, that visually transport the viewer to another time and place.
The bulk of the project was captured in the studio, with some images finished as location composites with other artists adding to Jodie’s base images.
Delivery
Working closely with Whitewall Marketing, Jestico & Whiles & the W Edinburgh team, each image was carefully selected before being taken to completion in post-production by Jodie.
The finished artwork is meticulously curated and mapped-out by Jodie and the team for each room, bringing the best pieces to the right space.
“Working with Jodie on behalf of Nuveen Real Estate; developer & owner of W Edinburgh was an absolute pleasure. Jodie produced a series of images used in the hotel’s rooms, suites and public areas as well as introducing us to three artists who went on to produce art pieces for the hotel. Her professionalism, creativity and attention to detail throughout couldn’t be faulted, always ensuring her work slotted in with the agreed design narrative. Her calm approach and obvious respect from her fuller team throughout the two photoshoots I sat through was a joy to watch.
We were all thrilled with the results and would highly recommend Jodie to anyone seeking a talented and dedicated photographer.”
“EXTREME WOW” SUITE
Concept/Photography/post-production: Jodie Mann. Assistant: George Rabe. Producer: Infinite Content. Hair: Michael Purvis. Hair Assistant: Quentin Taillepied. Makeup: Jak Morgan. Bespoke Lace cape & on-set stylist: Judy R Clark. Assistant stylist: Cosimo Angiulli. Model: Mram @ Colours Agency. Painting: Christine Clark.
“Waiting At Ocean’s End” by Jodie Mann & Christine Clark (Contemporary Painter). Lace Cape - Judy R Clark (Fashion Designer).
Created through a mixed media of photography and acrylic on canvas, this one-of-a-kind composition draws inspiration from Jodie’s early years as an artist; captivated by Scotland’s rich history, poetry and music.
“Waiting at Ocean’s End” is a collaborative visual translation of the Gaelic song ‘Ailein Duinn’ (‘Dark-haired Alan’); a heartbreaking lament written in the late 1700s by a young Scottish woman named Annag Chaimbeul.
Christine, known for her enchanting interpretations of the natural world and human spirit, weaves the Gaelic lyrics through the canvas, picking up the light blues, deep purples, gold, and silvers to link back to the coast of the Hebrides and the suite’s own interior hues.
Fashion designer, Judy R Clark, created a full-length lace and tulle cloak embellished with crystal beadwork which captures the essence of the sea.
CAPERCAILLIE
Concept/Photography/post-production: Jodie Mann. Digi Op: George Rabe. Camera & lighting assistant: Rod Penn. Producer: Infinite Content. Runner: Chris Schofield. Production Assistant: Vikki McCraw. BTS Video: Austen McCowan & Rod Penn. Hair: Michael Purvis. Hair Assistant: Quentin Taillepied. Makeup: Paulina Siembor. Stylist: Ian Tod. Model: Kirstin Gribbin. Bespoke Headpiece: Joyce Paton.
The concept of Capercaillie was born from a collaboration between Jodie and her sister, Jocasta, back in 2012. She is our latest interpretation of Scotland’s rarest woodland birds.
W Edinburgh’s Extreme WOW Suite bar exclusively hosts the studio piece which sits within glass, while the woodland piece is displayed across their 3 buildings in 2 different mediums: mirror, and canvas.
“Take care as you tread, should you spy the jet-coloured fan and the flash of a scarlet brow. Capercaillie, greatest of the woodland birds, are unforgiving of wrong-footed visitors.”
SCATHACH
Concept/Photography/post-production: Jodie Mann. Digi Op: George Rabe. Camera & lighting assistant: Rod Penn. Producer: Infinite Content. Runner: Chris Schofield. Production Assistant: Vikki McCraw. BTS video: Austen McCowan & Rod Penn. Hair: Michael Purvis. Hair Assistant: Quentin Taillepied. Makeup: Jak Morgan. Stylist: Ian Tod. Props & set: Katie Brigstock/Style Your Spaces. Model: Laurie Duffy
Scáthach was the concept that first caught the eye of W Edinburgh architects Jestico & Whiles, and as a result, brought Jodie on board to curate and produce the Hotel’s bespoke artwork.
Known as the “Shadow”, Scáthach is a legendary Scottish warrior and martial arts teacher who was believed to have resided in Dunscáith Castle, also known as the “Fortress of Shadows”, located on Skye. Dunscáith was the impregnable fortress where she trained warrior hero Cuhullin.
Scáthach gifted him the “Gáe Bulg”, a deadly spear that she made from the bone of a sea monster.
COO
Concept/Photography/post-production: Jodie Mann. Digi Op: George Rabe. Camera & lighting assistant: Rod Penn. Producer: Infinite Content. Runner: Chris Schofield. Production Assistant: Vikki McCraw. BTS video: Austen McCowan & Rod Penn. Hair: Michael Purvis. Hair Assistant: Quentin Taillepied. Makeup: Jak Morgan. Stylist: Ian Tod. Props & set: Katie Brigstock/Style Your Spaces. Model: Laurie Duffy
An unmistakable icon of the Scottish Highlands.
We brought our beloved Highland Coo to life in a rather unconventional way - through the human form - staying true to Jodie’s style, and the client’s desire for something totally unique.
WORLDS OF OUR OWN
Concept/Photography/post-production: Jodie Mann. Digi Op: George Rabe. Camera & lighting assistant: Rod Penn. Producer: Infinite Content. Runner: Chris Schofield. Production Assistant: Vikki McCraw. BTS Video: Austen McCowan & Rod Penn. Hair: Michael Purvis. Hair Assistant: Quentin Taillepied. Makeup: Paulina Siembor. Stylist: Ian Tod. Model: Kirstin Gribbin
Being an advocate of the idea that ‘places make us who we are’, Worlds of Our Own was an idea born purely from our love for our home in the Highlands of Scotland – with its geology, ancient plant life and glacially formed landscapes.
ANCESTORS
Concept/Photography/post-production: Jodie Mann. Digi Op: George Rabe. Camera & lighting assistant: Cat Thompson. Producer: Infinite Content. Production Manager: Jack Cowhig. Runner: Kaitlyn Roper. Hair: Michael Purvis. Hair Assistant: Roman Craig. Makeup: Madeleine Brown. Stylist: Ian Tod. Stylist Assistant: Luisa Leckie & Candice Bazley. Models: Ryan McMahon @ Colours Agency, Zoe Mckinley @ Model Team.
Ancestors came as a wonderful addition to complement the core series above.
Inspired by eras that shaped Scotland as a nation. Selected from a four-part collection.
“ROYALTY” - 1300 - 1600
The Stuart family came into power in Scotland after the Scottish Wars of Independence. The longevity of the Stuart reign saw Scotland’s prosperity and modernisation during the beginning of the Renaissance. The male line was unbroken until Mary Queen of Scots in 1524.
“JACOBITE” - 1600 - 1746
The Jacobian uprising was a poignant event amongst many historical battles for the nation and its sovereignty.
A huge thankyou to the entire team
JODIE MANN
RICHARD LINDSAY
GEORGE RABE
AUSTEN MCCOWAN
ROD PENN
ROSS SCOTT
KIRSTIN GRIBBIN
LAURIE DUFFY
JOANNE PIRRIE
RYAN MCMAHON / COLOURS AGENCY
JEROME / COLOURS AGENCY
MRAM / COLOURS AGENCY
ZOE MCKINLAY / MODEL TEAM
ANA BORLAND / MODEL TEAM
ADAM BELL / YOU MANAGEMENT
IAN TOD
KATIE BRIGSTOCK/ STYLE YOUR SPACES
CHRISTINE CLARK
JUDY R CLARK
CONCEPT ARTIST
JAK MORGAN
PAULINA SIEMBOR
MADELINE BROWN
MICHAEL PURVIS
QUENTIN TAILLEPIED
ROMAN CRAIG
JOYCE PATON
SCOTTISH OPERA HOUSE
TITAN PROPS
LUISA LECKIE
CANDACE BAZLEY
COSIMO ANGIULLI
NEIL MCROBB / MCROBB SIGNS & GRAPHICS
STEVEN ALLEN
CLAIRE CATTERSON
CAT THOMSON
JACK COWHIG
VICKI MCCRAW
CHRIS SCHOFIELD
KAITLYN ROPER
PHOTOGRAPHER/DIRECTOR/EDITOR/PRODUCER
PRODUCER
DIT
ON-SET FILMING
LOCATIONS FILMING
INTERIOR FILMING
MODEL
MODEL
MODEL
MODEL / AGENCY
MODEL / AGENCY
MODEL / AGENCY
MODEL / AGENCY
MODEL / AGENCY
MODEL / AGENCY
WARDROBE STYLIST
SET & PROP STYLIST
PAINTER
FASHION DESIGNER
JOCASTA MANN
MAKEUP ARTIST
MAKEUP ARTIST
MAKEUP ARTIST
HAIRSTYLIST
HAIR ASSISTANT
HAIR ASSISTANT
PROP MAKER (CAPERCAILLIE)
COSTUME SUPPLIER
PROP SUPPLIER
STYLING ASSISTANT
STYLING ASSISTANT
STYLING ASSISTANT
PRINTER / WAITING AT OCEAN’S END CANVAS
CANVAS STRETCHER
CASTING DIRECTOR / ADAM BELL
LIGHTING ASSISTANT
PRODUCTION MANAGER
PRODUCTION ASSISTANT
RUNNER
RUNNER
A special thankyou to the W Edinburgh team
SUSIE CRESSWELL & SUSAN BLAIR @ WHITEWALL.
ED WEBB @ NUVEEN REAL ESTATE.
JOANNA GROTOWSKA, PIET HOEKSMA & JAMES DILLEY @ JESTICO & WHILES.
KEN MILLAR, GENERAL MANAGER OF W EDINBURGH.
THE W EDINBURGH STAFF
ST JAMES QUARTER STAFF
ELEGANT CLUTTER
