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STMNT

New York City

A barber chair, black product shelves, sneakers and “The Art of Barbering” graphics formed the set for STMNT’s grooming activation in New York City in May 2022. Jenya photographed and filmed the activation, with photographs covering the station before the first appointment, the barber at work, product displays and guests gathered around the space. Once the service began, Jenya moved closer to photograph hands, tools, hair texture and expressions without interrupting the work. A hard working light created quick changes across faces, making position and timing central to keeping the STMNT logo and the action together in the frame. The photographs included views of the full station, details of barbering technique and portraits of the person in the chair. JPX Studios delivered a gallery of 79 frames and a recap film.

JPX Studios photographed the station clean before the first appointment, then moved closer once the barber began working. Hands, tools, hair texture, product, and expression all had to stay visible without interrupting the service. A hard working light gave the scene shape but produced quick changes across faces, so Jenya used position and timing to keep the logo and action together instead of flattening the moment with excessive fill.

Guests seated in a corridor projected floor to ceiling with orange and black scrawled skull drawings

client: STMNT
project type: Brand activation
venue: New York City
date: May 2022
credit: Photo, JPX Studios

Dark shelving unit stocked with STMNT grooming products, caps and tote bags beside an event poster

Cross shaped grid of screens showing barbershop scenes and white line drawings of faces against a dark wall

The completed photographs show STMNT as a brand in use. Establishing frames explain the build inspired by retail, close detail frames focus on technique, and portraits capture the person in the chair rather than treating them as a prop. The gallery therefore supports event recap, product communication, and professional barbering culture in one consistent visual story.