A glamorous new advertising campaign for Southern Traditions hardwood flooring will be unveiled in April. While the theme and details of the campaign are under wraps until its launch, the photographs were shot in December by celebrated New York photographer Jeff Bark, a top fashion photographer and celebrated artist. His clients include Harper's Bazaar, Vogue and Chanel. Bark is known for elaborately constructed photographs that depict contemporary urban motifs with an opulent Dutch master quality of light and tone.

The model for the Southern Traditions shoot was Sandrina Bencomo, represented by the Major Model Agency in New York.

The photography session took place in a large studio on the 13th floor of the Martha Stewart Building in Manhattan, with fine views of the city. Southern Traditions hardwood flooring was installed in the studio for the photo shoot. Sample photos were sent real-time to the Southern Traditions management team as photography was going on, to help guide the photographer and designer in achieving the desired look.

The campaign concept was developed over several months, and is based on the company's passion for hand-crafted quality. Promotions in fine retail flooring stores will be included in the new marketing push for Southern Traditions .