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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’.
— Jodie Mann

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.


Rooms showcase striking photographs by Scottish artist Jodie Mann, who aimed to “look beyond” the usual stereotypes to create contemporary pieces reflecting the country’s history and folklore. ‘Waiting At Ocean’s End’ blends photography and acrylic to reimagine a 1700s Gaelic lament in light blues, deep purples, golds and silvers, while ‘Capercaillie’ evokes Scotland’s rare woodland birds through a dramatic Elizabethan-style feather ruff.
— Scott Campbell, Middle East Traveller Magazine

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.
— Susie Cresswell, Managing Director -  Whitewall Marketing.

“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