In the ‘90s, all eyes were on South Beach as the uber-destination for fashion spreads, music videos and ad campaigns. There was a sizzling sultriness that only Miami could bring at the time. After Versace’s death in 1997, shooting in Miami lost its luster for a while. It would take someone who truly knew the fabric of the original scene to revive it. In many ways, Paul Lardi is the Magic City’s production studio messiah.
Lardi cut his teeth in Miami’s scene chauffeuring celebrities, models, and photographers around the 305 in a motor home. Today, his company MAPS Production House has revolutionized and restored the art of the photo shoot in Miami.
“I’m working hard to make this the producer’s production company that’s the go-to place in South Florida,” Lari says. “I started out driving a motorcoach and sweeping the floors and now I own the floors.”
However, Lardi’s success is no accident. His client list includes everyone from Jennifer Lopez and Lil Wayne to Target and Kohl’s. He provides production managers to oversee a shoot is smooth. He offers three stellar studio and event spaces which includes locations on Collins Avenue in Miami Beach and two Wynwood locations-- a backlot on Northwest 24th St. And and 15,000 square foot studio on Northwest 25th St. He also provides custom motor homes and impressive rental equipment such as the exclusive Briese lighting system.
“I have sister companies in New York and L.A., but everything is really going full circle and coming back down here. Advertising campaign shoots and still fashion are a major part of what we do. The Kardashians were just here—the whole trio. We just opened two new studios in Wynwood, which is an area growing in fabulosity.”
One of the major wow factors wooing celebrities is the personalized experience the studio offers its clientele. “Lil Wayne loves our studio on the beach because it’s like a New York loft,” Lardi adds. “I like to provide an energy and beautiful atmosphere here. It’s fun. Daisy Fuentes has been working with us for nine years and she loves our studio. She’s always excited to do projects. We’ve become friends. J. Lo and Marc Anthony have come to us for photo shoots in a very real way because they like our personality.”
Providing jaw-dropping facilities to photograph famous faces in was always part of Lardi’s grand plan. “When we built our Miami Beach studio, I paid attention to all the details fabulous people look for like an oversized kitchen and luxurious amenities. We started with Brazilian Vogue and then did Chivas Regal. Then we did Dove with photographer Ben Watts.”
Gap just wrapped a national campaign with Lardi’s studio and Michael Bay recently shot a Victoria’s Secret commercial at MAPS Production House. “People are coming into the venues we created and it’s always an experience when they come in. We’re priding ourselves on providing service in style. Wynwood is the next chic frontier for the fashion and art industry. We try to capture people from their soul.”
MAPS Production House has studios and event spaces at 212 Collins Ave., Miami Beach,; 342 N.W. 24th Street, Miami and 255 N.W. 25th Street, Miami. For more information call 305-532-7880 or visit them online at Mapsproduction.com Facebook.com/MapsProductionHouse.
Contact Joanie Cox-Henry at email@example.com or follow her tweets at Twitter.com/joaniecox.
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