JONES THE GROCER

Launch week at Waterloo. Three shoots. Four days.

We photographed Jones the Grocer’s arrival on the UK rail network in a single week. The finished site, the team in service and the launch party, across three shoots in four days. Event selects reached TRGC while the party was still going.

TRGC has signed an exclusive deal to bring Jones the Grocer, the Australian-born, Dubai-based food brand, to UK railway stations. London Waterloo is the first. TRGC already runs two Jones the Grocer outlets at Heathrow Terminal 2. A first site sets the template for every station that follows, and it needed a launch library to match.

Waterloo is one of the busiest stations in the country, and the unit sits on its upper balcony above the concourse. The room is built from planting, warm timber and red banquettes. Station light flattens all three.
One week held three different jobs, each with its own audience. Clean architectural images for landlords and press. People and atmosphere for social and recruitment. A launch night for stakeholders and guests. And two brands to satisfy: TRGC as operator, Jones the Grocer as brand owner with its own international standards.
We split the week by job.
Monday: the site. TRGC needed until 4.30pm to finish dressing the room, so we shot in the window it left. Wides to set the unit on the balcony, then the detail: the planting, the timber, the red banquettes, the counter fully styled.
Tuesday: the people. The team at work in service, group shots, exteriors, and extra shots the brand team asked for on the day.
Thursday: the launch. No speeches, no staged moments. A free-flowing evening of drinks and canapés, shot in documentary style as it happened. Guests, conversations, the room full for the first time.
Delivery fitted around the client. Jones the Grocer wanted to grade some images in-house to match its website, so raw files went over within hours of the ask. A selection of event images landed the same evening. The full sets followed in print-ready and web sizes, re-exported to the spec TRGC’s team works to.
- Site photography of the finished unit at London Waterloo
- Team, atmosphere and exterior photography in service
- Launch event photography
- Same-evening event selects
- Raw files for the brand’s in-house design team
- Full edited sets in print-ready and web sizes
A complete launch library for Jones the Grocer’s first UK station, shot and delivered inside launch week. TRGC’s verdict on day one: “they look awesome.”
Waterloo is the latest job in a growing run for TRGC, alongside its Wagamama openings and its 35th anniversary film. One studio, now working across the operator’s brands.