A powerful time-lapse led film of the new 1 million pound Laing Jewellery showroom in Southampton, with a flexible filming schedule over the course of a 4 month period.
Founded in 1840, family-run Laings is one of the UK’s most respected jewellers, boasting centuries of expertise in luxury jewellery and watches. They have stories in Edinburgh, Cardiff and Hampshire.
The family business has been established in the heart of Southampton for over 200 years and recently moved from their store on Above Bar to a new £1m flagship state-of-the-art showroom on the lower ground floor of Westquay.
The exciting move coincided with their re-brand from Parkhouse to Laing in both Hampshire and Cardiff stores, a significant milestone for them as they enter a new era with a national presence.
The marketing team at Laing wanted to film the build of their new luxurious 2,820 sq foot store to highlight their values of putting care and attention to detail in everything they do. Whether its crafting the intricate details of their sparkling jewellery, their friendly customer service or in this case the thought process and developement that goes into the layout of a new showroom.
The selected local video production company was required to be flexible with the filming sessions and was happy to split their filming rate over multiple calendar days so that they can attend the site during key moments, even if only for a short period.
We regularly receive enquiries for all sorts of filming assignments and one is ever the same, so being flexible for our clients is a must. We were able to quickly agree the flexible filming schedule with their team and fit the whole project within their budget and get started asap as the build had already begun when they first contacted us.
On our first visit to the site we sat down with the site manager and discussed the build schedule and which dates would be best to visit the site to film in terms of what would look good on camera and highlight big changes to the build to show the work. The busier days for various work going on, the better! For example, if a large section of the roof was being tiled within a timeframe of 30 minutes, then this would create a fantastic timelapse and emphasise the efficient progress in the build.
Between the start of July and of June and the start of September we visited the site for filming on ten separate occasions and captured the empty 2,820 sq foot space be transformed in to a luxurious jewellery showroom. We captured everything from site workers discussing plans with floorplans, to ceiling and flooring going in, carpenters building the raised level areas right through to the lighting being installed and the jewellery going into place.
We worked around the workers on site to ensure our filming was an unobtrusive as possible to ensure we did not interfere with their tight work schedule.
From the filming period we delivered three individual films for different distribution purposes:
A teaser video
Always great to build anticipation to the main video and increase the exposure to a bigger audience, we produced a short ‘coming soon’ video which was posted on their blog here: https://www.laingthejeweller.com/blog/laing-westquay/
A 2 minute version
The main video to be used on social media channels showcasing the key features of the build from start to finish with an uplifting soundtrack.
A 4 minute version
A longer version which can be used on monitors in showrooms and trade shows etc.
Overall this project demonstrates our flexible approach to the diverse projects we take on. The time-scale was spread over a longer period than the normal production, but from detailed pre-production and planning with the client we knew what we wanted to achieve throughout the filming and produced a powerful series of videos for our client. The Laing Hampshire showroom opened in September 2017 and we wish our client lots of success with the new store.