More Than Just Real Estate - Dian Ivanov
We continue our series of posts under the More Than just Real Estate project and today, we've stumbled upon a unique and expansive venue with a captivating industrial vibe. We had the pleasure of meeting Dian Ivanov, a photographer with over 10 years of impressive experience, in his studio, Avenix. This space isn't just a studio; it's a vibrant community hub for creativity and inspiration.
How did you decide to go into the photography business? How did the idea of opening your own photo studio come about?
I started doing photography 12 years ago. It was my passion from the start. I didn’t care what I was photographing. I just needed to capture the moment and the beauty of people and objects I saw.
Over the years, I explored almost every photography category, from weddings to business and corporate shoots.
I met many Bulgarian photographers, and through them, I saw the need to create a space for our content agency. I immediately understood that this space must be shared with others.
In our sphere, we are very competitive, and there are few people who can help you. My case was the same. I learned everything by myself. Year after year, I searched for a space where I could shoot and feel welcomed and comfortable, like my home. So the concept of Avenix Studio came at the right time. Our mission is to create a space for enthusiasts and artists as well as for agencies and business clients. Everyone is welcome, and we treat every client the same. For us, the most important thing is the final product. If the client is happy and everything goes great, our job as studio owners and managers is successfully done. We continue to evolve, and every month we try to upgrade and change furniture, add new props, professional lighting equipment, and stay in tune with photography trends around the world.
How did you find the right space, and what makes it unique and special?
The story of how we found the current location for Avenix Studio is quite funny. We found it online with no photos of the place, but I was already sure that it was ours. When the owner opened the doors for us, we immediately knew this place had to be ours, and I saw immediately how I wanted it to be.
What makes our studio special is, first of all, the positive attitude towards the clients. We try to help every client and support them in creating unique and meaningful photoshoots in our studio. This also creates unique content for our social media, and people see what we are capable of. Many times we say we don’t have limits in the creative part. We have one rule in our place: every client in our studio must feel welcomed and happy.
Additionally, the studio is one of the biggest in Bulgaria with direct sunlight.
What challenges do you face, and how do you overcome them?
First of all, there was a lack of places to find. We wanted our clients to be satisfied, so we needed a big parking space and a heavy lift for equipment.
Another challenge we face is that people in Bulgaria don’t know that places like this exist. Now we try to educate people that a photography space is not a scary, cold place like we thought before.
We overcome these challenges together with my business partner. I need to thank him for that because, for more than 10 years, we have worked together in the agency, and he supports every business idea I have.
Why is this studio more than just a space for shooting?
Avenix Studio is a community place. After the big opening we had, I plan to hold events every month where we gather together and speak about art, business, and how we can improve. We try to help every client, and from there, we know every client well who comes into the studio. We want to create a strong community that can help each other and work together.
What are your plans/dreams for the studio? What does the ideal version of your studio look like to you?
My dream came true when we opened the big studio, and I saw more than a hundred people supporting our ideas. Now we try to evolve with more lighting equipment for music videos and big props. Soon, we will create a big "farm" on the ceiling where we will have the possibility to mount every prop and light that clients want for their projects.
Maybe in a few years, we can start constructing our own studio complex, but this is still in the Alpha Phase.
What was the most unusual shoot that took place in your studio?
At Avenix Studio, we have various photoshoots daily, shot by me or our clients, from simple setups with natural daylight and a white background to complex shoots with extensive equipment and props.
Some unusual photoshoots include setting up a full bedding scene with pillows and a duvet on a cyclorama, using a smoke machine, painting flowers black right on set, and covering the studio floor with soil for a model to pose on.
One of the most extraordinary sessions I shot involved an artificial pool filled with water and hanging LED tubes above it. Despite potential issues, it turned out beautifully, and I am very proud of that session.
Name three of your favorite places in Sofia
My top three favorite places are:
Largo Di Serdica for the view of central Sofia and amazing cocktails.
Tandir Bake House which I fell in love with immediately. The sweets are incredible, as well as the service and the interior. I personally know the owners and know that they have unlimited passion. They are an amazing couple, and I hope to meet more interesting and inspiring people like them.
Our studio is the third of my favorite places. It’s like my home. I spend most of my time there, and we continue to make it better, so I can continue to call it my most favorite place to be in Sofia.
Project by @firstestatesagency
Featuring @avenixstudio
Photography&edits @tattio @tatianalebed.ph
Creative direction @annagreenwich