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CLOSED is a family-owned business that has always valued attention to detail, great design and superior materials. The Gaabs were keen to retain this philosophy, yet elevate and align these principles within a dynamic new visual identity. The need for CLOSED to create a dialogue with the customer was established, as was a strategic plan to move the brand away from the traditional bi-annual “campaign” imagery and place focus on more intimate product launches. The redesign of the web shop, elevation of the imagery and the transparency of the new target-orientated content have enabled The Gaabs to present CLOSED as new, contemporary and fresh.


01 Casting

The Gaabs identified the need for a complete renovation of the CLOSED web shop. In refining the casting to showcase a more sophisticated and international outlook, highlighting different ethnicities, while adding movement to previously static images.

02 Lighting

The Gaabs provided a more progressive and contemporary look. To replace the tactile shopping experience we use an almost daylight setting to get the customer as close as possible to the touch and feel.

03 Set Design

To stick to a coherent saisonal look and feel we define certains sets at the beginning of each season and make sure we provide a continuity as well as have enough flexibilty to keep the shopping experience fresh and exciting.

04 Posing

The use of more direct, effortless poses added energy and greater interaction between the models and the collections, enabling the creation of aspirational images that showcased the look, feel and touch of complete outfits. For CLOSED, this fastidious attention to detail resulted in an verifiable increase in shop sales.

05 Hair and Makeup

The Closed look is easy and casual chic. Closed invests in becoming a sustainable brand while upholding high quality standards. In terms of hair & make-up we try to follow those values and keep it simple and natural, fresh and modern.

06 Shot Count

To cover all details and show the product from all angles we recommend to shoot 6-8 images per item. 1. Front shot, 2. back shot, 3. side shot, 4. full look, 5. styling idea, 6. portrait 7.detail shot, and 8. product still

07 Devices

Mobile first. As smartphone shopping grows image formats need to be adapted accordingly. Make use of the fullscreen, therefore we minimized space within images as well as changed the image format to vertical on mobile as well as on desktop.