New Partnership For Rotolight

Rotolight has announced a new strategic partnership with fashion product photographers, StyleShoots, with the launch of StyleShoots Vertical and Horizontal.

Based in Haarlem, Netherlands, StyleShoots manufacture all-in-one photography machines designed for tabletop or mannequin product photography, speeding up e-content production for fashion retailers including Macy's and Marks & Spencer.

Rotolight were asked by StyleShoots to develop a customised version of its ANOVA V2 LED Floodlight, due to its colour rendering and soft light output, ideal for fashion photography.

"We needed the best possible supplier out there. It's not a simple task to get LED lighting right, but Rotolight has superior design, build quality and color rendering, plus the awards to prove it," said Anders Jorgensen, StyleShoots Head of Product and Marketing. "StyleShoots customers have high expectations, and Rotolight has delivered advanced and reliable technology in a neat package that's allowed us to design photo machines with industry-first features that will serve our users for years to come," he added.

StyleShoots is launching the first commercial system that lets photographers and stylists directly manipulate the global balance of light in one sweep. The new feature is dubbed Light Composer. The new lighting comes part of the company's photo machines that are fully iPad controlled. When you move your finger around the iPad screen, the software translates the movements into real-time intensity changes in each individual light on the machine. The result is the illusion that the light source directly follows your fingertip. This control lets a user instantly try out different looks and find the right balance between light and shadow.

Rethinking studio lighting took intense research and development to ensure the hardware underpinnings were up to the task. For this, StyleShoots turned to Rotolight. The Pinewood Studios-based company will deliver a custom made version of its flagship Anova V2 LED Floodlight to be built into StyleShoots' new range of machines.

Rod Aaron Gammons, Managing Director, Rotolight, said: "Rotolight is thrilled to deliver the core lighting technology to an industry innovator like StyleShoots. When photographing fashion it's essential to get spot-on colour rendering and real-time control, and together we've achieved that."

The Light Composer feature and Rotolight ANOVA LED Floodlight both come standard in StyleShoots' new photo machines: StyleShoots Horizontal for tabletop photography and StyleShoots Vertical for mannequin photography.

The new machines are available for demo in July 2015, and start shipping worldwide in October 2015.

www.rotolight.com

(JP/LM)