Duft und Kultur approached me directly to bring their boutique store into the digital space. My personal goal was clear: to avoid the generic look of many niche beauty shops that rely solely on brand-provided visuals. I created a visual identity and a concept that stages the products artistically through themed “edits.” I curated these edits, selected the products, and shaped the creative direction for the shoots. Photography was done by Matthias Aschauer — fittingly, as it’s a family-run business now partly led by him.