WORKING WITH BOOTS: Capturing In-Store Advertising Takeovers

22 May

Earlier this year, I had the exciting opportunity to work with BOOTS, one of the UK’s most iconic high street retailers, photographing some of their latest in-store advertising campaigns. This project took me to two very different locations; the brand new digital screen-only store in Battersea Power Station, and the one closest to home… Victoria Centre in Nottingham.

The main focus of the shoot was to capture a series of full-store takeovers for GHD, who had partnered with BOOTS for an eye-catching promotional push. I was also commissioned to photograph BOOTS' own promotional materials that had been recently installed throughout both locations.

Capturing the GHD Takeovers

GHD’s campaigns are always visually striking, and this one was no exception. The Battersea store, being completely digital, offered a unique canvas — with walls of animated screens replacing traditional printed signage. It was a first for me to shoot in a store that relies entirely on digital POS, and it brought a new level of movement and energy to the photographs. It didn’t come easy, have you ever tried to photograph an LED screen?

Key elements I was asked to capture included:

Digital Point-of-Sale (POS) displays, which wrapped around walls and shelf edges with high-resolution animations and bold branding.
Escalator signage, which featured full-length digital panels seamlessly integrated along the escalator path — a perfect spot for high-impact visuals.
Product displays and stands, showcasing GHD’s latest tools in sleek, branded installations designed to draw attention from across the store.

In Nottingham’s Victoria Centre, the takeover leaned more on a blend of traditional and digital POS. Here, I focused on capturing how the GHD branding had been rolled out across various touchpoints — from shelf talkers and hanging signs to in-aisle product displays and large-format posters. With a ride on the escalator too to try and capture the perfect angles of the escalator adverts!

BOOTS' Own Promotions

Alongside the GHD campaign, I also documented BOOTS' in-house promotional materials. These included seasonal offers, new product launches, and storewide campaigns. It was important to show how these promotions worked in context — how they guided customer flow, highlighted key offers, and complemented the store environment.

I photographed:

Branded product stands, positioned at strategic points throughout the store to showcase featured items.
In-aisle POS and end-cap signage, which highlighted current offers and drew attention to high-margin products.
Overhead banners and directional signage, integrated into the store layout to provide a cohesive visual identity.

A Visual Story of Retail Experience

This kind of project is always more than just documenting promotional material — it’s about telling the story of how a brand interacts with its customers in a physical space. From lighting and reflections to angles that bring context to the design, every shot needed to convey both the aesthetic and practical goals of the campaign.

It also creates a standard, that hiring a professional to capture these promotions means that the clients are well looked after and that you take it seriously. It shows that you want to give your best to your customers and when you hold their promotions or stock, you show it off to the best in every store. It means you get proof of the work done to promote your clients and they get reassurance and ultimately, trust.

Working with BOOTS was a fantastic experience — one that allowed me to showcase the power of great visual merchandising and the role of photography in capturing it. Whether it's a cutting-edge digital takeover or a classic in-store display, each element contributes to a brand's retail impact — and I was thrilled to help bring that to life.