SEMBLANCE STUDIOS — Site Content

All confirmed copy for every page · Last updated: May 2026

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NAVIGATION

HOME · PROJECTS · THE WORK · PROCESS · CREATIVE DIRECTOR · CONTACT

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HOMEPAGE /

Seven sections, scrollable, static — no carousel.

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Section 1 — Hero

> Custom artworks for hospitality and commercial interiors. > Semblance Studios creates project-specific art for hotels, restaurants, cruise ships, and luxury developments worldwide.

Image: Full-width interior. Luxury hotel lobby — travertine, warm timber panelling, architectural lighting. Vela series headdress portrait (B&W, feathered cape) centred on wall behind reception desk. Warm neutral palette throughout. Recreate from scratch.

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Section 2 — Partnership Statement

> We partner with art procurement companies, developers, and interior designers to create artwork shaped around your project and spaces.

Image: Full-width interior alongside copy. Dark luxury lounge or private members club — dark timber, warm brass accents, dramatic spotlighting. Fan piece from Vela or fine art series. Evening, intimate, atmospheric. Recreate from scratch.

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Section 3 — From Concept to Wall

> Every project begins with a brief. Sometimes detailed, sometimes just an idea. What follows is an example of how Semblance Studios develops the creative direction and finished artwork from a single starting point.

Image 1: Art directed flat lay/mood board — sparse, functional, looks like a real client submission. Fictional brief.

Image 2: Amani series — Image 7 (sweeping white form, large hat brim).

CTA: See the full process → /process/

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Section 4 — Recent Projects

Grid of four project cards at launch.

CTA: View All Projects → /projects/

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Section 5 — The Work

> Every commission begins with your brief. Browse the work below to get a sense of aesthetic direction — most clients use it as a starting point before we develop something entirely new.

One 16:9 composite image per style direction. Left ~40% artwork detail, right ~60% interior context. One unified frame. No collection names. Short mood-based descriptor per image — two lines maximum.

CTA: Start a Conversation → /contact/

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Section 6 — The Studio

> Semblance Studios is led by Gavin Goodman — a 2021 Hasselblad Master with over 20 years across commercial and fine art practice. Every project receives his direct creative oversight, from initial brief through to final delivery.

CTA: More about our Creative Director → /creative-director/

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Section 7 — Contact

> Ready to discuss a project?

CTA: Get in Touch → /contact/

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PROCESS PAGE /process/

Full fictional brief using Amani series. No real client references — fictional brief only.

Structure:

1. Opening — brief flat lay/mood board image
2. 2-3 Amani artworks
3. In situ — warm luxury hotel lounge interior, Amani Image 7 on wall

Copy — to be written.

CTA: Start Your Project → /contact/

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PROJECTS /projects/

Grid of all project cards. Grows as new projects complete.

Project page template — consistent across all projects:

1. Project title + location
2. Intro copy
3. Repeating blocks per space or body of work: - Copy describing brief and creative direction - In situ image — artwork on the wall in context (16:9) - Detail image — same artwork close up, native aspect ratio
4. CTA: Start Your Project → /contact/

No client reference images on project pages. Process page only.

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BoTree Hotel /projects/botree-hotel/

Title: The BoTree Hotel Location: London

Intro copy: > Commissioned via Artlink, Semblance Studios created 21 large-format 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 pleasure gardens of the 18th and 19th centuries — spaces that were at once art galleries and the centre of the city's fashion culture. The artworks take that world as their starting point: portraits of men and women in attire that references the period but carries a distinctly contemporary finish.

Images needed:

• One representative triptych artwork — recreate
• In situ — triptych installed in lift lobby — recreate

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Meyer Werft Cruise Liners /projects/meyer-werft/

Title: Meyer Werft Cruise Liners Location: Europe

Intro: > Artlink, a European art procurement company, commissioned Semblance Studios to create 27 custom artworks across four distinct spaces on a luxury cruise liner. Working from an initial brief that left significant room for creative direction, each space was developed into its own independent body of work — a different aesthetic, a different palette, a different finish.

Common Areas — Around the Globe: > The chosen style and colour palette were inspired by Wes Anderson films, featuring portraits of travellers against backgrounds of maps and Mediterranean-inspired landscapes. Each large-format artwork measures 400cm across, with a painterly illustrative finish.

Observatory Lounge: > The brief for the Observatory Lounge called for fine art photography-style portraits, each subject wearing an elaborate headpiece referencing the architecture of the ship. Shot against a deep green palette, the works were created to suit the intimacy and scale of the lounge environment.

Dining Room: > The dining room brief called for oil painting-style artworks with a floral theme — warm, calming, and deliberately non-figurative.

Cigar Lounge & Casino: > The brief for the Cigar Lounge and Casino called for photographic works incorporating playing card motifs — minimal in approach, designed to complement rather than compete with the richness of the space.

Images needed — all to be recreated:

• Common Areas: one Wes Anderson-inspired traveller portrait, 400cm landscape format context
• Observatory Lounge: one portrait with ship headpiece, green palette
• Dining Room: one botanical floral, oil painting finish
• Cigar Lounge & Casino: one playing card motif work, minimal

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Singita Safari Lodges /projects/singita/

Title: Singita Safari Lodges Location: Africa

Copy — to be written.

Framed accurately as catalogue placement via HK Design Studio — not a custom commission.

Images needed:

• Representative artwork — source existing
• In situ — source existing installation photography

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Rockefeller Hotel /projects/rockefeller/

Title: Rockefeller Hotel Location: Cape Town

Copy — to be written.

Framed as large-scale placement, not custom commission. Luhlaza Pt2 blue series used — substituted digitally for green series (fine art protected).

Images needed:

• Real installation photography with Luhlaza blue series swapped in digitally — production task

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Saatchi / Florida Hotel /projects/saatchi-florida/

Status: ADD LATER — pending client approval. Do not reference on site until confirmed.

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THE WORK /the-work/

Accessible from navigation and homepage. Curated style reference — not a product listing.

Copy: > Every commission begins with your brief. Browse the work below to get a sense of aesthetic direction — most clients use it as a starting point before we develop something entirely new.

One 16:9 composite per style direction. Number of style directions to be confirmed once artwork shortlist is finalised. No collection names. No numbered pieces. Short mood-based descriptor — two lines maximum.

CTA: Start a Conversation → /contact/

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CREATIVE DIRECTOR /creative-director/

Purpose: Answer "who is leading my project and why should I trust them?" Fine art credentials support commercial credibility — they do not lead.

Paragraph 1 — commercial credibility leads: > Semblance Studios is led by Gavin Goodman, a 2021 Hasselblad Master with over 20 years of experience across commercial and fine art practice. Every Semblance project receives his direct creative oversight — from initial brief through to final delivery. His work spans luxury hospitality, cruise, and commercial interiors for clients internationally.

Paragraph 2 — fine art context, supporting: > Career highlights include solo exhibitions across three continents — including 1:54 Contemporary African Art Fair in New York and London, and AKAA in Paris — as well as prestigious advertising campaigns with international agencies. His unique blend of African cultural influence and contemporary minimalism informs the depth and quality of every commission.

Paragraph 3 — base and reach: > Born and based in Cape Town, South Africa, Gavin works with clients locally and internationally.

Visual elements:

• Professional portrait (hero)
• 2-3 supporting images: reviewing work, presenting to clients, creative direction context
• No fine art BTS
• No gallery opening photos
• No "Featured In" / "As Seen On" logos

CTA: Start Your Project → /contact/

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CONTACT /contact/

Header: Get in Touch

Copy: Ready to start a project? Tell us about your requirements and we'll get back to you.

Form fields:

Project Type options: Hotel · Restaurant · Cruise Ship · Luxury Development · Office/Corporate · Private Residence · Other

Timeline options: Immediate (within 1 month) · 1-3 months · 3-6 months · 6+ months · Flexible

Budget Range options: Under $10,000 · $10,000-$25,000 · $25,000-$50,000 · $50,000+ · Prefer to discuss

How did you hear about us options: Google Search · Social Media · Industry Referral · Art Procurement Company · Design Firm Referral · Previous Client · Press/Media · Other

Direct contact:

• Email: gavin@semblancestudios.com
• Phone: +27 82 499 5545
• Location: Cape Town, South Africa

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IMAGE SPECIFICATIONS — ALL SITE ASSETS

• Aspect ratio: 16:9
• Resolution: 2560 x 1440px
• Format: WebP
• Safe zone: All critical content within centre 70% of frame — 20% buffer minimum on all edges
• Applies to: Every full-width image across the entire site
• Exception: Artwork detail images retain their native aspect ratio

Fine art series usage: Vela, Amani, and other fine art series may appear in environmental mockups across the site as creative direction. Not presented as Semblance catalogue items.

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WHAT IS NOT ON THE SITE

• No AI process mention anywhere
• No "Featured In" logos
• No Behind the Scenes section
• No fine art catalogue work presented as Semblance catalogue items
• No collection names or numbered pieces anywhere
• No catalogue framing — style reference only
• No rotating hero carousel — static sections as you scroll
• No client reference images on project pages