There’s more to Steinhafels Inc.’s Pewaukee headquarters than just a showroom and warehouse. The second floor has a 5,000-square-foot television studio where Ira Klusendorf, consumer marketing creative director, and his team shoot Steinhafels commercials and product photos. The studio features a turntable to achieve 360-degree pictures so customers can be shown what a piece looks like from every angle.
The in-house studio is both time- and cost-efficient for Steinhafels. In some instances, the team publishes photos of a new piece of furniture on the website before it even hits the store floor, a testament to the studio’s time efficiency. Klusendorf explained that the cost of 350 commercials produced with Steinhafels’ current set-up is equal to the cost of 118 commercials produced with outside agencies.