While I do agree that a lot of behind-the-scenes content (set to the sweet sweet sounds of very vanilla, royalty-free synth music) is tired to the point of detracting from the polished finished product rather than providing the intended “insider’s look”, there are some processes that are so beyond the average imagination, that seeing the before, after and ingredients in between is only more inspiring. I think the latter can be said for all of Joost Bakker’s bodies of work. I’d met Joost in passing a few times over his past couple years working on Lexus’ Birdcage design pavilion at the Melbourne Spring Racing Carnival and was, like most, familiar with his signature hanging tulip installations.
Only after I shot at his tulip greenhouse and his incredible home outside Melbourne for the photo essay on sustainability in my book, did I converse with Joost more extensively on his research into environmentally friendly materials, nutrition and the impact of produce on human psychology, and waste
reduction – all in the most earnest manner. Needless to say, I’m acutely aware of my enormous carbon footprint whenever he asks how my travels have been.
A few months later, while in Melbourne for the book pre-launch, I stopped by an empty lot on the highway in a lunch break to see Joost and his team welding and painting a huge number of shipping container frames that would later be assembled and lined with Etic’s repurposed cardboard tubes to become a three-floor pavilion housing two restaurant concepts and three lounges. Even once constructed, the space evolved day to day as Joost reworked the interior based on what flora was available to him. The spatial and atmospheric impact that different flowers had between their natural habitat at the crack of dawn, and the background of these portraits of some key good-looking humans I shot for Vogue over Derby Day and Melbourne Cup. Look for yourself.
Wearing ELLERY dress, Hatmaker beret