This week on Cooper Interiors blog we chat to Art Director & Stylist, Amber Armitage. You may have seen her gorgeous work for the well-known brands, Saben or Resene or seen her prints in publications such as Your Home & Garden magazine. In this exclusive interview, Amber lets us in on the highlight of her creative career so far, what it's like to share a work space with an amazing group of girl bosses and much more!
Image credit: Remix magazine | Photographer: Melanie Jenkins
Image credit: Gather Magazine | Photographer: Jessica Whiting
What is a typical 'day in the life of' Amber like?
Firstly coffee, I can’t do anything without having my morning coffee. Then after that everyday is different, I generally check my emails first thing in the morning and do a little bit of work at home on the dining room table - then the rest of the day unfolds depending on what I need to get done. A mix of meetings, sourcing product, prepping for shoots, picking up paint or heading into the office which I share with an amazing group of other creatives.
When did you start creating prints and why?
The first print I created was a digital floral print for a photo shoot for Homestyle magazine. I couldn’t find what I wanted in the colours I needed so I created my own and then started selling them from there. After that whenever I was out I would see shapes and colours in nature that I thought would work at different scales on the wall as prints, so I started my photographic series - now whenever I travel or go somewhere new I try and shoot a few things to add to the collection. Once I am home I edit what I have so that they sit well as a set, plenty don’t make the cut.
Image credit: Habitat Magazine | Photographer: Melanie Jenkins
In terms of your creative process, which is the most challenging part and how do you overcome this stage?
A big part of my creative process (with the styling work) is about collaboration, either with clients or briefs for magazines. This means I need to be flexible with my ideas and let them adapt around what is needed, it might be advertisers involved in a shoot, it might be certain products that need to be included and so you are constantly adapting ideas and problem solving. The joy is that often the more constraints you have, the better the solution you find and the better the end result. I actually find it hardest to work when there is no brief and you can do whatever you want, because it’s hard to know what direction to go in.
What has been the highlight of your creative career so far?
I think realising that I can shape my business however I want, whatever interests me I can steer it in that direction and it never gets boring - it is the best part of working for yourself. Every project I get satisfaction from, coming up with an idea and then seeing it come to fruition, so I would say the process is the highlight.
Do you have any exciting projects coming up?
I have some really fun shoots coming up with Remix magazine and also a series for Resene paints - both of these clients let me push the boundaries with my ideas so I love it. I am starting to include more fashion and models in my interiors shoots, so that is an exciting move for me and I’ve also just done a great campaign shoot with Saben handbags for this winter, so I’m excited to be working with more fashion related brands (I still love all the interiors too though!).
Image credit: Saben | Photographer: Melanie Jenkins
How would you describe New Zealand's Art & Design culture? What are your thoughts on how it is evolving?
I recently went the Best Awards and it was so great to see so many smaller studios winning awards. I think in the past NZ has been dominated by a few big agencies taking everything out but now there seems to be a huge shift to smaller agencies popping up and killing it with great work! I think it’s great because it creates so much more diversity in what is being created and everyone seems to really support each other, it’s also great to see so many woman running businesses, like all the girl bosses I share a space with; materialcreative.co.nz, hannahdesign.co.nz, nodirugs.com and sophieburton.com.
Image credit: Amber Armitage | Photographer: Melanie Jenkins
Who is your favourite NZ creative and why?
I couldn’t pick a favourite, I am a massive fan of anyone who is willing to work hard, put themselves out there and give it a go! There are so many artists and designers in NZ working so hard to create beautiful work and product (often made in NZ). My only gripe is that all to often the NZ customer supports large overseas businesses with cheap imported product rather than beautifully considered local work. Things are slowly changing and people are learning that buying quality for a lifetime is better than buying cheap every season.
And finally, what would your dream home look/feel like and where would it be?
Ooh! My dream would be to have 2 homes (is that greedy?) A tiny home in the city that is a week day crash pad, an edited space where everything is functional and low maintenance but still a calm relaxing light filled space. Then a second home that is built for entertaining, huge dining table for dinner parties, close to a beach and with a view and enough bedrooms that everyone can stay. I would love to have a home where friends and family can come to relax and rejuvenate - I would also need a light filled studio to throw some paint around in.
Image credit: Remix Magazine | Photographer: Aimee Magne
You can see more of Ambers portfolio over on amberarmitage.com, or follow her on Instagram here.
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