35,000 square feet of brand-new outdoor equipment and the confusion of pre-opening day jitters in Soho. That’s the environment in which I created this vivid visual story for Callison’s REI, Soho project. Located in the Puck Building in the Soho neighborhood of Manhattan, the site was formally home to the J. Ottman Lithographic Company. The rich details and rustic textures of the old printing plant inspired countless photographic possibilities. The amount of vibrant product and the site’s multi-level design added to the mix. Compelling retail photography is about opportunities, and this project had no shortage of great ones.