Short profile
Per Appelgren is a German-Swedish fashion & beauty photographer who has worked for brands such as Gucci, Prada, Nike, Bulgari, and Douglas. His photographs appear in magazines like Vogue, Numéro Magazine, and Sleek Magazine.
In the interview, he talks about his impressions behind the scenes of WhiteWall's production, what he particularly values in his prints, and how he built his own print store – with WhiteWall and the Shopify app.
Insights into the WhiteWall Production with Per Appelgren
WhiteWall & Shopify: Per Appelgren's Journey to his own print store
Per, what impressed you most about your visit to WhiteWall?
Well, what impressed me most today was the framing. And also the picture behind me, which we can see, was framed live today. And it was just really attention to detail. It was framed with millimeter precision, glued, dusted by hand. So I'm thrilled.
You chose the ArtBox. What makes this frame so special for your work?
My favorite frame is the ArtBox and I chose it because it makes my work, the picture, stand out even better. So it's a very thin frame and so the picture stands out even more. It really pops and the focus is completely on it.
How did you come up with the idea for your own print store and how did WhiteWall support you in this?
The idea for my own print store came about through my very lively and large Instagram community. I was asked again and again whether I also offered prints for sale. And so the idea matured in me for quite a while. And since I've been working with WhiteWall for several years, the WhiteWall Shopify app was of course perfect for this. And what I particularly value is that I can personalize it and that the shop really matches my homepage and my brand identity. The app offers me a super easy interface, super easy handling and, above all, the possibility to tailor it exactly to my homepage, to my own look. What I particularly appreciate about the solution with WhiteWall and Shopify is that it frees up my time. So I don't have to pay in advance. The complete production is controlled by WhiteWall. Basically, I only run the shop itself and the complete logistical handling is taken over by WhiteWall, which makes it totally easier for me to go about my business as a photographer in everyday life.
What are your top tips for photographers who are considering opening their own online print store?
So my favorite tip is basically: Just get started and get going. Since the print store is so easy to set up and the Shopify app is super easy to use, it's also very intuitive. To put together a first small selection, it helps to reflect: What can work on the wall, in a gallery context, in a living space? And then it's important to get it rolling and just start.
