How Minsk residents created the country's largest photo studio with 60 halls

She went to a photo school and realized that Minsk was overflowing with identical studios

— I started thinking about creating my own photo studio in 2020. That year, I enrolled in a professional photography course, and while working on my thesis, I encountered a problem: I couldn't find a photo studio in Minsk that could meet my needs.

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At that time, Nadezhda and her husband already had active businesses — the Las Legas chain of children's entertainment centers and the Lego Museum. Now, they realized that another direction could be developed.

— There were already many photo locations in the city at that time, but almost all of them looked the same. I looked at the studios and found myself thinking: we can do better. My husband and I decided that Minsk deserves a cool space with a high level of service and a wide selection. I told my instructor that I would open my own chain of studios. He didn't believe me then.

They started looking for premises: they began to see what exactly the market offered and for what price.

Nadezhda set the criteria: the premises absolutely had to have high ceilings, otherwise it would be difficult to accommodate lighting equipment. The location had to be in the center and have good transport accessibility. An former factory building opposite TSUM met these characteristics. Here, at the height of the pandemic, Nadezhda and her husband opened their first 16 studios.

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— When we opened in 2021, we rented half a floor. Now PhotoHub occupies seven floors, and we have 60 halls.

There was anxiety — whether they would manage to find enough clients. But it turned out that the pandemic only played into their hands, and there was a reason for that.

"While other studios offered identical interiors with cycloramas, we restored a business hall."

When choosing the interior for the first studios, Nadezhda remembered: the market was oversaturated with sameness, meaning they needed to offer something new.

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— During COVID times, businesses rapidly moved online; companies gave up offices, moved people to "remote work," launched social networks, online products, and advertising. This meant the need for content increased manifold. Where to shoot it? We bet on the idea that companies needed spaces for interviews, official shoots, presentations.

Therefore, one of the halls was designed as a real office: a negotiation table, a workspace, books, chairs. And it turned out to be very much in demand:

— We gave experts who don't have their own office the opportunity to come to us and create content in realistic settings.

Павялічыць

Currently, the studio has quite a few unusual halls: there's a simulated school classroom (popular among graduating students for shooting photo albums), a medical office (where medics shoot content for social networks), and a replica of a French bakery and a modern kitchen. Although there are also enough halls typical for this market.

Such great variety, Nadezhda says, helped attract large clients — including those involved in filming movies:

— It's nice when my daughter runs around saying she saw a TV series on TNT that was filmed in our locations.

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— We have a large selection of halls in one place, and large companies can come to us, conduct all necessary shoots in different locations within 1-2 days, and even rent a space from us for the film crew's catering.

By the way, large clients are the main customers in the summer:

— This business has seasonality. In summer, private shoots usually move outdoors. But when we deal with a large company, it cannot depend on outdoor weather, outdoor lighting, because the team and equipment are already assembled. Such clients need professional lighting and professional locations. That is, what we have.

When choosing a new studio design, Nadezhda collects feedback from clients — asking what exactly they are missing. Sometimes, clients request a specific hall, it's created, but it doesn't gain popularity. In such cases, they redesign it.

"We have endless construction."

Nadezhda points out: her and her husband's photo studio business is too romanticized:

— Some people think that our entire task is to arrange furniture beautifully. In reality, we have endless construction, renovations, and a huge number of technical problems.

Things break so often in the studios that several people have been hired to be responsible for the technical aspects: reattaching a detached skirting board, assembling furniture, repairing equipment. Because breakdowns also occur due to client fault, video cameras are installed in every space.

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— Sometimes it's surprising how carelessly some people treat other people's property. My husband and I had experience renting out a manor, and I thought nothing could surprise me. But there was an incident with the "Carbon" hall, for which we bought antique furniture. I went to flea markets, we looked for chairs, sofas, then repaired and re-upholstered them. And imagine: the hall was still new, it had a few shoots, and there were holes in the sofa. We couldn't understand how they appeared. We checked the camera footage: it turned out a model with heels climbed onto the sofa in her shoes, with a stiletto, and posed.

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PhotoHub has a hall designed like a hotel lobby with a reception, and on the table stands an unusual lamp with a glass shade:

— I'm buying a new lamp for the seventh time now; it's constantly getting broken. And without it, there's no such ambiance.

If a client damages equipment or props, they must cover the losses — this is stated in the rules.

What does "great service" mean in this business?

Nadezhda emphasizes: it was important for her to create a feeling among clients that they were cared for. What does this mean? For example, in the waiting area, there's free tea and coffee. Each hall has air conditioning and Wi-Fi.

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A separate story is the elevator: there wasn't one. Nadezhda decided it needed to be installed — because it's difficult for, say, a makeup artist with suitcases of cosmetics to drag these items to the fourth floor.

— The shaft was already here, but there was no elevator, and the landlord didn't want to install it. There was already a cargo elevator here, but it operates for limited hours and closes for lunch.

We installed the elevator ourselves; in some cases, we were given compensation towards the rent. This was not just a matter of money, as there was also a long approval process.

Toilet repairs were also done at their own expense — to ensure clients' comfort.

— We invest in service. We don't sell hall rentals; we sell experiences, as well as the opportunity to come and realize your idea.

The hub requires a lot of investment, a constant infusion of money. At the moment, it is not paying for itself.

— Aren't you afraid that people will now massively opt for AI photoshoots, and you'll lose clients? And what's your attitude towards AI photography?

— With disgust.

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"A big mistake is to do everything yourself."

Nadezhda emphasizes that during her time working at the hub, she realized: her main goal is to find good performers, not to do everything herself.

— Previously, I made the mistake of not delegating. I helped paint walls, did decor, decorated halls for New Year's. As a result, I decided to hire a manager for "operations," and kept only what I enjoy for myself. I finalize each stage of preparing a new hall, arranging the final decor. I also take photos of the hall because I enjoy it. I thought the studio would fall apart without me. But if your business only works in your presence, it's not a business, it's a hobby.

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