Semblance Studios — Site Content

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Working website copy · Updated 30 July 2026

Purpose

This document contains the current client-facing copy for the Semblance Studios website.

It is a working direction for the design prototype, not a permanently locked specification. Layout, imagery, page structure, interactions and technical implementation belong in the separate site build brief and design.md.

Text marked Placeholder can remain during the design phase and be replaced before launch.

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HOME · PROJECTS · THE WORK · CREATIVE DIRECTOR · CONTACT

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Homepage /

Hero

> Custom artwork for hotels, restaurants, cruise ships and luxury developments. > > Working with art procurement firms, art consultancies and interior designers worldwide.

Positioning

> Some projects call for original artwork developed from the brief. Others begin with existing work, selected or adapted for the space. > > One creative director leads each project, from first conversation through to approved, production-ready artwork.

Recent projects

One featured project only. The remaining projects appear on the Projects index.

The BoTree Hotel, London

> 21 artworks across seven floors, hung as triptychs

CTA: View all projects →

The featured project is BoTree as a working placeholder. Choose the final featured project on visual impact once the composites are finished. Whichever project takes this slot also appears first on the Projects index.

The Work

CTA: Explore the work →

Creative Director

> Semblance Studios is led by Gavin Goodman, a Cape Town–based creative director with more than 20 years of experience across commercial photography, cinematography and fine art.

CTA: About Gavin Goodman →

Contact

Placeholder

> Have a project in mind?

CTA: Get in touch →

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Projects /projects/

The BoTree Hotel, London

> 21 artworks across seven floors, hung as triptychs

Meyer Werft Cruise-Ship Project, Europe

> 27 custom artworks across four distinct spaces

Singita Luxury Lodge, Africa

> Existing works selected for a luxury safari lodge with HK Design Studio

The Rockefeller Hotel, Cape Town

> Existing works placed across 400 hotel rooms

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The BoTree Hotel /projects/botree-hotel/

London

> Commissioned through Artlink, Semblance Studios created 21 artworks for The BoTree Hotel in Marylebone, displayed as triptychs across the lift-lobby entrances on all seven floors. > > The brief drew on the history of London's eighteenth- and nineteenth-century pleasure gardens: spaces that were both public attractions and centres of fashion and culture. The artworks reinterpret this history through contemporary portraits and period-influenced dress.

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Meyer Werft Cruise-Ship Project /projects/meyer-werft/

Europe

> Commissioned through Artlink, Semblance Studios created 27 custom artworks across four distinct spaces on one vessel. Each space required its own visual direction, palette and finish.

Common Areas

> Traveller portraits combine map references and Mediterranean-inspired landscapes with a graphic, cinematic treatment. The large-format artworks extend to four metres wide.

Observatory Lounge

> Photographic portraits feature sculptural headpieces referencing the architecture of the ship, developed within a deep green palette for the intimacy of the lounge.

Dining Room

> Painterly botanical artworks provide a warm, non-figurative direction for the dining room.

Cigar Lounge and Casino

> Minimal photographic compositions incorporate playing-card motifs without competing with the richness of the interior.

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Singita Luxury Lodge /projects/singita/

Africa

Placeholder: Existing Gavin Goodman works selected through HK Design Studio for a new luxury safari lodge and supplied as physical prints. Final case-study copy will be written later.

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The Rockefeller Hotel /projects/rockefeller/

Cape Town

Placeholder: Existing works placed across 400 hotel rooms. Final case-study copy will be written later.

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The Work /the-work/

> Works can be licensed as shown, adapted for a specific space, or used as the starting point for a new commission.

Catalogue

> Browse the full selection of artwork available for licensing or adaptation.

CTA: Download the catalogue →

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Creative Director /creative-director/

> Semblance Studios is led by Gavin Goodman, a Cape Town–based creative director with more than 20 years of experience across commercial photography, cinematography and fine art. > > Gavin leads every Semblance project directly. He works with clients to interpret the brief, establish the visual direction and oversee the development of each artwork through to approved, production-ready files. > > Gavin also exhibits internationally. He was named a Hasselblad Master in the Fine Art category in 2021, and has shown at 1:54 Contemporary African Art Fair in New York and London, and AKAA in Paris.

> Project enquiries — gavin@semblance-studios.com

The email address is a working placeholder until the domain and mailbox transfer is complete.

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Contact /contact/

Placeholder

> Ready to discuss a project? Tell us about your requirements and we'll get back to you.

> gavin@semblance-studios.com
> Cape Town, South Africa

Form fields — agreed, implementation deferred

Recorded here so the decision is not lost. Labels and behaviour can change during the build.

  • Name
  • Company
  • Email
  • Project location
  • Project type
  • Artwork requirement
  • Approximate artwork budget — optional, open text rather than fixed ranges
  • Timeline — optional
  • Project details and aesthetic direction
  • Artwork reference — optional, for clients who have viewed the catalogue
  • How did you hear about us?

Submit label: Send enquiry

The final contact-page wording, email address and form labels can be refined during the build.