Production and Art Direction for Next

After 20 years of styling, the past few years have seen an organic move towards Art Directing and Producing. Whilst I still style, my company now takes on shoot production including; location sourcing, crewing, managing budgets, set design and anything else that goes with running a large production. On shoot days, I work closely with the client to Art Direct and help sign-off images. This catalogue is the result of a Pippa Jameson Interiors production, the Next 2017 Christmas Gift Guide and all 2.4 million copies of them are in store now (eek).

This job started it’s life back in June with lots of planning meetings where we talked over the look and feel of the catalogue, pagination and budgets. I have to cost a lot of large productions and always hold back 10% contingency to cover the unforeseen.

I took delivery of 23 boxes of product to my office and began the long process of selecting the items for the catalogue, there was a lot to choose from. Once I had decided on the style of backdrops, I commissioned my set-builder to design too very large flats; one blue and one faux marble.

Choosing the shoot team was the next step, I needed two sets of photographers and stylists to work alongside one another as we had so much to get through. I had to think about the style of the photographers and stylists and how well they would marry, thankfully very well. Thank you Maxine, Andrea, Jo & Penny. Below are a few shots from Andrea’s set, the rest you can see in store as the brochure is available nationwide now.

Next Christmas Gift Guide

Pippa Jameson producing and art directing the Next gift guide 2017

Pippa Jameson producing and art directing the Next gift guide 2017


Meet Pippa

Pippa Jameson is an author, tv designer and interiors expert. The previous interior editor on several leading UK titles, Pippa has a wealth of knowledge and experience. Throughout her 25-year career, Pippa’s unique and creative approach has won her commissions for large retail brands and celebrities to deliver exciting and engaging projects. 

She’s written the curriculum for the British College of Interior Design, produced and styled shoots for well-known brands including John Lewis, H&M & Team GB/DFS, worked as an International Stylist for leading paint brands in Asia, consulted on the launch and creative direction of major retail names including George Home and Wren, and most recently, published her first book, The Sensory Home. Pippa possesses expertise unmatched in the interior industry.