Located in the heart of Amsterdam, SECRET GARDEN is more than a restaurant, it is an experience.
When we were commissioned to launch Secret Garden in 2021, the vision for this new restaurant exceeded all our dreams and expectations. As a truly unique concept in Amsterdam, with an interior that was opulent and over-the-top, we knew immediately it would be a huge success—and we’re glad we were right.
Inspired by the stunning renders designed by Too Many Agencies, we worked closely with their team, experimenting with ideas to create a memorable campaign.
Although many more trendsetting concepts like Secret Garden would follow, it was our job to introduce this one-of-a-kind restaurant to the market—well before renovations had even begun.
Secret Garden was one of our first major clients, and we’re forever grateful for the trust they placed in us.
Launch Campaign
Inspired by Dior’s 2013 Versailles campaign, we wanted to convey a feeling of luxury and excess. Together with creative multitalent Dorith Mous, we created a campaign in which the father of the owner made a grand appearance as a waiter to give the whole thing a cool hospitality wink. With the brilliant photography of Mick de Lint, directed by Dorith Mous, our Mila, Erin, and Apalang simply jump off the screen.
casting
To make sure this lavish shoot would have the right vibe, casting was very important. The first “model” cast was Ton, the father of one of the owners. He would play the role of butler to the ladies of the house. Walking along them, waiting on them hand and foot, while they enjoyed their own Secret Garden. The ladies Mila, Erin and Apalang were cast soon after. All three felt like modern royalty to us and we were very lucky to have them.
styling
From the beginning, we knew we wanted to bring drama to the project. There was no one better suited for the task than Edwin Oudshoorn, and we were thrilled when he graciously allowed us to borrow some of his stunning pieces. These dresses and suits felt like they were made for this setting, perfectly capturing the atmosphere we had in mind.
location
The opening of Secret Garden was scheduled for spring, which meant we had to shoot in the middle of winter—February, to be exact. Finding a lush, green garden during that time was probably the biggest challenge of the entire project. But, as always, we made it work. And what a location we found! Expansive green meadows, manicured hedges, a grand mansion, and even run-down stables where we shot some stunning scenes.
