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Gouvenirs storefront awning at Lume Studios on a Tribeca street in daylight, with a yellow cab passing and the Don Julio x Peggy Gou signage lit in the window

Venue guide · Tribeca, Manhattan

Lume Studios

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The short version

Jenya Mironov photographs brand events at Lume Studios in Tribeca, New York, including the Don Julio x Peggy Gou Gouvenirs activation. The space is not a single dressed room: brands take it over as a full storefront build, with the exterior signage, the front windows, and the interior dressed together, so the whole block face becomes part of the activation and the line along the sidewalk is part of the coverage. The projected color on the storefront and the practical shop lighting rarely agree, and the crowd in between is lit by neither, so shooting the room on auto white balance returns a gallery that looks like four different events. The working method is to expose for the projected color, hold faces with a source set to low power, and let the storefront practicals carry the exterior frames. JPX Studios covers activations there with both photo and video from one team.

Knowing the room

What the space is

Lume Studios is an event space in Tribeca that brands take over as a full storefront build: the exterior signage, the front windows, and the interior are all dressed together, so the whole block face becomes part of the activation rather than a single dressed room.

What I shot there

The Don Julio x Peggy Gou Gouvenirs takeover ran here: a neon souvenir shop with a line down the block, a shop interior lit in projected purple branding, and 1942 bottles under blue neon at the back bar.

Why coverage here needs a photographer who knows the room

The projected color on the storefront and the practical shop lighting rarely agree. The projection runs its own hue at its own pace, the interior fixtures stay warm and steady, and the crowd in between is lit by neither on its own. Shoot it on automatic white balance and you get a gallery that looks like four different events. The working method is to expose for the projected color, hold faces with a low power source, and let the storefront's practical light carry the exterior frames on its own.

For coverage at Lume Studios or anywhere else in Tribeca, see NYC event photography or get in touch through the contact page.

Frames from the room

8 more frames

Guests inside the Gouvenirs shop under purple projected branding, with racks of branded merchandise on the walls
Three Don Julio 1942 bottles on the back bar at Lume Studios, lit in blue and violet neon
Guests queued along the Tribeca sidewalk outside Lume Studios for the Gouvenirs activation, passing VIP and GA entrance signs
Long banquet tables running through a room wrapped floor to ceiling in projected sunflowers
A guest in pink having her hair styled in front of a ring of vanity bulbs at a beauty activation
A lit amika product cabinet flanked by two counters of haircare bottles in a room with white walls
Candlelit dinner tables set with glassware and flowers, a guest passing through the warm pink light
Overhead view of a prep table lined with trays of small bites and potted plants, a cook working at one end

Covered here

  • Brand activations
  • Product launches

Shot at Lume Studios

56 projects photographed here. The twelve most recent.

New York City · Travel on request

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