The Story of Luxury: ELEMENTS DESIGN

At Unreal Visual, we had the privilege of creating a brand video for ELEMENTS DESIGN, a name synonymous with luxury custom-made kitchens. Our task was to not only capture the essence of the product but to create a visual experience that resonates with the aesthetic expectations of potential clients.

ELEMENTS DESIGN – When Luxury Becomes Art

ELEMENTS DESIGN kitchens are not just about functionality, but about creating a space where design merges with art. The central idea was to present the kitchens not merely as luxurious items, but as living galleries where each element has its own story. At the heart of our concept is the embodiment of luxury through an artistic narrative. We focused on connecting the product with natural elements and basic human senses, reflecting the brand’s deep relationship with aesthetics and design.

At Unreal Visual, we were responsible for creating the main brand spot and its shorter versions, in formats 16:9, 1:1, and 9:16, both in Czech and English language.

Creative Process – The Story

Visual poetry and metaphorical depictions of natural elements guide the viewer through a story where luxury kitchens become works of art. Our narrative revolves around a man who symbolizes the ideal customer—aware of quality and design, expecting a superior product and service. His journey through the gallery represents an emotional connection with the product, where interactions with the elements of nature (fire, water, earth, air) reflect the brand’s philosophy.

Visual Styling

A key element was the set design, which resembled an art gallery—a space where the kitchen is presented as a piece of art. Each element in the video was carefully chosen to reflect the luxurious and minimalist design. The interiors and scenes create a strong visual contrast between modern technology and organic elements.

MakeUp mood in the director’s treatment phase for models representing the elements.

Color Palette – Color Grading

In creating the promotional video for ELEMENTS DESIGN, significant emphasis was placed on color grading, a crucial element of visual storytelling. The video’s color palette was carefully selected and adjusted to not only support the aesthetic look but also evoke the right emotions and highlight the luxurious nature of the brand. For this project, we chose to primarily use cooler colors for several reasons:

1. Luxurious Impression

Cool colors like blue, gray, and silver often convey sophistication and modernity, enhancing the luxurious appearance of ELEMENTS DESIGN kitchens. These tones contribute to a sense of cleanliness and elegance, desirable for high-quality design products. Cool colors also visually enhance the quality of materials such as stainless steel, glass, and modern composite materials, frequently used in luxury kitchens.

2. Contrast with Warm Tones

Many decorative elements and practical lighting have a warm light color. These orange and yellow tones play wonderfully in contrast with the primary cool color palette. This contrast helps highlight individual elements in the scene, increases depth of the image, and supports visual hierarchy.

We also utilized subtle emulation of 35mm film stock, combined with light grain, to create a more cinematic image.

Sound Design, Dynamic Editing, and Visual Effects (VFX)

For the ELEMENTS DESIGN project, it was crucial that the sound design perfectly complement the visual side of the video. Sounds of nature play a vital role in the overall atmosphere, with each of the natural elements supported by a specific sound motif. The use of striking sound design was also facilitated by dynamic editing to highlight the speed and fluidity of transitions between scenes, matching the rhythm and energy of the natural elements. The editing was simultaneously optimized for shorter video versions intended for social media.

The final kitchen packshot was a key moment in the entire video. Installing the entire kitchen on location as envisioned was unrealistic. We therefore decided to utilize VFX and completely integrate the kitchen into the shot post-production.