Vacant Creston storefront in Grand Rapids transformed into a hip photography studio co-op

Deborah Johnson Wood

With its infinity wall, a photography-ready commercial kitchen and a wide selection of portable lights, The Studio at the Hoxie might be a snapshot of photography heaven.

The once-vacant storefront in the Hoxie Building, 1415 Plainfield Ave. NE, is now a 2,200-square-foot photography studio cooperative, open to professional photographers who need studio and meeting room space.

"We're trying to provide professional space and professional equipment for someone who doesn't want all the overhead," says Carl Heule. Heule is the son of Rinck Heule, co-owner with Jason Gordon of HeuleGordon, Inc., the print management and design firm that developed The Studio. HeuleGordon maintains its headquarters on the building's second floor.

"This is an extension of HeuleGordon's existing design studio upstairs, and is a perfect transitional space for photographers looking to move out of their homes or out of an expensive studio," Heule says.

Inside the circa 1920s building, photographers will find a private conference room for meeting with clients. Beyond that is open space that includes acid-washed concrete floors, original tin ceilings and brick walls.
 
Co-op members can use the contemporary kitchen as a kitchen or as a space to prepare restaurant dishes and then shoot them for menus or advertising photos.

"An infinity wall next to the kitchen allows a photographer to control the light, eliminate shadows and knock out the background," Heule says. "They can then insert their own background into the shot."

Annual membership fee for the co-op is $300 and includes use of the conference room, a storage locker, a mailbox and a link to The Studio's web site. The studio, kitchen, and equipment are $100 per day/ $70 per half day for members. Membership is open to professional photographers and other graphic arts professionals.
 
"This area is having a resurgence and The Studio will bring artists and their clients into Creston," Heule says. "We see that as a very positive thing for the area."

Source: Carl Heule, HeuleGordon, Inc.

Deborah Johnson Wood is development news editor for Rapid Growth Media. She can be contacted at [email protected]. Development News tips can be sent to [email protected].

Photos:

The Studio at the Hoxie (4)

Photographs by Tiffany Sinkule