There are some workdays that embody what we want the brand to be. The one we spent in Beaumont-de-Pertuis, at our friends Steve and Stéphane’s house, was one of those.
A Provençal house renovated stone by stone, carefully converted stables, oak trees, olive trees, vineyards, and two French bulldogs, Bubble and Buddy, who never strayed far from the set.
We showcased our products, our new colors, and our vision of what Midipy’s photographic world should look like today.
Two years after taking over the brand, we have a clearer idea of what we’re looking for. This photo shoot is the first visible expression of that.
1. Two years to find our perspective
Taking over a brand means inheriting a history, expertise, and identity and it also means gradually figuring out what you want to do with it. During the first few years, you’re feeling your way. You use the available imagery, adapt, and move forward. Then comes a point when you understand what you stand for well enough to be able to convey it consistently.
That moment has come for us this year. The images we had used up until now were beautiful, clean, and architectural, but they didn’t fully capture what Midipy is really all about. They showed the objects. They didn’t show the life around them.
What we wanted to show now is something else: objects imbued with life, placed in spaces with a history, illuminated by natural light that changes with the passing hours, held or touched by hands that are not perfectly still. Nature, people, movement: three themes that encapsulate the new direction we wanted to take for Midipy’s visual identity.
2. A home that has chosen a way of life
Steve and Stéphane left Paris a few years ago to settle in Beaumont-de-Pertuis, a village perched between the Luberon and the Durance, where the June light has a special quality: golden in the morning, almost white at noon, and orange in the late afternoon. They renovated a charming house and its old stables with the same care we put into our creations: slowly, carefully selecting materials, and respecting what was there before them.
They’ve also opened a guesthouse designed to welcome travelers with their pets, because – as owners of two French bulldogs – they know what it’s like to find a place where you and your dog truly feel welcome. This guesthouse reflects who they are: spacious, unpretentious, and filled with the warmth of a home designed to make people feel right at home.
This is exactly the setting we were looking for. Not a rented set, not an interior recreated for the occasion. A real, lived-in house, with its imperfections and character. The perfect setting to showcase objects that embody the same authenticity.
3. A New Team, a Long-Term Partnership
For this shoot, we worked with a new team. Ewo House handled the photography, video content, and modeling, bringing an aesthetic and sensitive approach that perfectly matched what we were looking for.
Our artistic director, Cécile Richard, guided us throughout the process, from defining our goals to making staging decisions on set.
What we liked about this collaboration – beyond the end result – was the way we worked together. It was a busy, focused, and demanding day – yet at the same time supportive – in an atmosphere where everyone contributed their expertise without letting egos get in the way of the project. It’s this kind of dynamic that allows us to build something that lasts.
That’s exactly what we’ve decided to do: turn this collaboration into a long-term partnership, with the idea of working on a seasonal basis. The images shot in Beaumont-de-Pertuis embody summer with its colors, light, and textures. An upcoming photo shoot, in a different setting, will bring winter to life. Two worlds, one cohesive vision.
3. What These Images Reveal About the Collection
For this photo shoot, we chose pieces and colors that capture the summer as we imagine it at Midipy: warm, understated, and rooted in the South. Mediterranean blue and Almond green—our two new colors since we resumed operations—find their natural setting in the light of Provence. Placed on a stone garden table, draped over the back of a wicker armchair, or held in hands that aren’t posing, these objects finally reveal their true nature.
The new photos have been available on our website and in our communications since early July. They enhance the product pages, newsletters, and materials we provide to our individual customers and business partners.
4. Questions We Are Often Asked About Our Visual Approach
Why did you change the style of your photos?
After two years of rebuilding, we wanted our images to better reflect what Midipy stands for: objects that fit into real life, in lived-in spaces, with natural light and materials that have character. The architectural photos we’d been using up until now were clean and clear, but they didn’t convey the brand’s soul. We decided to change that.
How do you choose the locations for your photo shoots?
We prefer places with their own history and character – homes lived in by their owners, spaces that aren’t just neutral backdrops but environments brimming with life. The location in Beaumont-de-Pertuis was a perfect fit for this vision: a carefully renovated Provençal house, set in a preserved natural environment, owned by friends who share our values.
Are these new images available to business partners?
Yes. Our reseller and specifier partners can contact us directly to obtain visuals tailored to their communication materials. We handle each request on a case-by-case basis, depending on their needs and intended use.
Are you going to do any more photo shoots in this format?
Yes. We’ve decided to work seasonally with the same team to build visual consistency over time. An upcoming photo shoot is planned to capture the winter atmosphere of the collection—with a different vibe, but the same intention: images that feel lived-in and natural, placing the objects in their true-to-life context.
5. In conclusion
That day in Beaumont-de-Pertuis will always stand out for us – not because it was perfect, but because it felt right. Right in terms of the location, right in terms of the team, and right in terms of what it produced. There’s a certain coherence to photographing objects designed to last in a home that was renovated to last, at the home of friends who’ve chosen to live differently. It wasn’t a set. It was a starting point.
Check out the first images from the collection in our online store, or explore our new Mediterranean Blue and Almond Green colors throughout the entire collection.
