TDM.Space Founder Tom Morgan on Photographing the World's Boldest Brands.
- Shop Drop Daily
- Jul 20
- 4 min read
Updated: Jul 21
From Soho to Shibuya, few people have captured the energy, detail, and atmosphere of the world’s most iconic retail environments quite like Tom Morgan. As the founder, Creative Director, and lead photographer of TDM.Space, Tom has built a global visual storytelling studio trusted by some of the biggest names in fashion and design; from Chanel and Nike to Burberry, Prada, and beyond. What started as a niche service in 2015 has evolved into a full-scale operation, with teams across continents delivering consistent, emotionally resonant photography and video for retail, VM, and experiential campaigns. In this interview, Tom reflects on what makes a space worth capturing, the differences he sees from city to city, and how a fleeting brand moment can be made to last through the right lens.
SDD: Tom, you’ve built TDM.Space into a global leader of capturing some of the world’s most iconic retail spaces. What drew you originally to photographing retail design and visual merchandising, and how did that evolve into a specialised focus?
TM: It started with Nike back in 2014 - I was shooting for the team at Nike Town and things grew from there. At the time, I was also working as a lifestyle photographer, but I found myself drawn more to the retail world.
There was a clear gap: brands needed better, more consistent documentation of their physical spaces. Not just a few nice photos - a proper service, end to end.
That’s what TDM.Space became. Today, it’s more than just photography and video - it’s full service across global cities, with a fast, reliable workflow and visual consistency that clients can trust from project to project.
Burberry / New Balance / Nike / Burberry
SDD: You’ve built a global network of creatives across continents, which must give you a unique lens on how different cities interpret retail. Have you noticed any regional differences in how visual merchandising or store design is expressed, say in Tokyo versus Paris or New York?
TM: Definitely. Tokyo is incredibly nuanced - rich in texture, layout, and lighting design, even in small footprints. Paris is architectural, refined, often working with historical constraints but elevating them. New York’s more visceral - big statements, bold lighting, fast turnover.
But across all three, retail is increasingly about experience and tone, not just product. It’s about atmosphere, about memory whether that’s a quiet garden concept in Ginza or a full-throttle launch in SoHo.
Lululemon, Regent Street.
SDD: Retail environments are constantly evolving, especially with the rise of experiential and immersive concepts. How has this shift changed the way you capture these environments through photography and video?
TM: We’ve brought in event specialists to handle the live moments - launches, pop-ups, immersive builds - which often run alongside complex fit-outs or overnight installations. So we shoot across the whole cycle: construction, press night, retail open, after-hours.
That kind of layered timeline takes planning, but it’s what clients need - especially with global campaigns where timing, consistency, and speed of delivery are key.
Burberry / Gucci / Prada / Nike
SDD: Much of your work involves capturing something ephemeral, a window display, a launch moment, a pop-up. What’s the secret to freezing those fleeting brand experiences in a way that still resonates long after the event is gone?
TM: There’s no secret. It’s just experience, instinct, and knowing what’s worth capturing in the moment. We’ve done this enough to know how to read a space, find the light, work fast, and stay out of the way when needed.
We don’t overthink it — the goal is always to deliver clean, atmospheric, and consistent work that reflects what was there. It’s as simple as that.
Burberry / Chanel / Nike / Chanel
SDD: Looking back since founding TDM.Space in 2015, what’s been the most memorable project or shoot for you personally? And looking ahead, what kinds of stories or concepts are you excited to explore through your lens in the future?
TM: Shooting the Art of Victory campaign for Nike during the Paris Olympics - inside the Pompidou - was a standout. So was the full Chanel x Bond Street Christmas Takeover last year, which we captured from start to finish. Also New Balance’s recent EMEA rollout - 20+ stores in under three months - which is ongoing. Capturing each of Burberry’s European Flagships was a great project too.
There have been many memorable ones!
Looking ahead, I’m excited to be taking on more work in the US, expanding into the Middle East and Asia next year, and continuing to work with global partners who value what we bring. On a personal level, I’m also continuing Botanicum, my long-term project about trees, gardens, and the people who care for them - it keeps me grounded.
We’re also starting a mentoring scheme in Paris and London, supporting young people fresh out of school or uni who want to learn photography — we’ll train them up alongside our crew, kit them out, and bring them on to our team.
Tom is the Creative Director, Lead Photographer and Founder of TDM.Space
Connect with him on LinkedIn
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