Props & Set styling

Props are an integral part of our set design and should reflect our AEG Brand. We use a mix of props that introduce colour from our Colour collection to our compositions.

Design-focused propping, mixed with some iconic or pre-loved pieces, build a strong visual world, and can help signal that we are a responsible brand with design at our heart.

Follow the principles outlined below to create sets that feel truly AEG.

Design

Calm, modern, minimal interior design
Bold, eye-grabbing props that have an unexpected, yet attainable twist
Though our locations are situated in an urban environment, incorporate interior plants to introduce a touch of nature

Colour

Bring in pops of sophisticated colour
Introduce textures through the use of different materials and finishes, such as wood, stone or metal
Use less materials but ensure they are high-quality and sustainable (e.g. no single-use plastics)
For more information, see Colour collection

Personality

Use balanced propping to bring natural human warmth e.g. a blanket thrown over a lounge chair, freshly cut home-made bread
Bring in interesting details with items that show more style personality

General principles

IInterior objects

Use sculptural objects in different sizes and finishes to help bring attitude and personality. Mix different types of materials - glass, ceramic, and metal. Add unexpected details, such as headphones on the pug statue.

Furniture & lighting

Use furniture that gives an exclusive feeling to the space. Some of the pieces can have a distinct form to give a bit more personality.

Plants & flowers

We want our environments to feel realistic and warm. One aspect that can help is to bring the outdoors in through considered plant life e.g. rubber plants which help purify indoor air for urbanites, dried plants, seasonal plants. Branches instead of plants can work as well.

Humanness

To bring more humanness, don't shy away from adding elements that indicate that someone has just been in the room, e.g. slippers on the floor, garment draped on an armchair or bed. Other cues could be personal items (glasses, headphones) on top of a countertop, or not-so-perfectly stacked clothes.

Props don'ts

Avoid props that feel cheap
Avoid props that are too rustic or too futuristic
No one-time-use or unsustainable materials
No colours that are too vivid or aggressive
Mixing too many colors
Avoid too many props and cluttered, messy environments
Avoid taking the term "unexpected" to the extreme. It still need to be natural and logic
Too minimal so it feels sterile
Object that takes too much attention so our products loose focus

Colour

We lead with red tones across all our images, with the flexibility for it to manifest in a number of ways. It gives AEG a strong visual coherence, a premium look and feel that drives better recognition, strengthening our brand recall.

Our tertiary colour palette is integral to our photography and brings richness, expression, depth, and dimension to our propping and art direction.

Always try to included props in the colours from our tertiary palette in your images.