10 years of Sunday & White Studio

In February last month, Sunday & White Studio turned 10-years old. What can feel like a long time, can simultaneously be like a blink of an eye; short breath or a falling star. As it's something that is so normal and natural, that imagining life without it feels incomplete.

To celebrate 10 years of capturing people's stories, adventures, projects and being part of them, we sat down with Sunday & White Studio founder Laimonas Dom who talked about how the studio has evolved over the years from a small studio to one of the leading photography houses in Iceland.

Sunday & White Studio turned 10 years old this year. How did year 1 look like?

In 2014, while working at a downtown café, I explored Reykjavík's small shops and beautiful creative spaces. I was so inspired by Kinfolk magazine and how they focused on stories from various creatives, beautifully presenting it all through photographs. Sunday & White, at that time was mini mini Reykjavík guide, mostly my personal journal.

I guess I was still shy photographing people, so I chose to capture the emotion of spaces like Magnolia store, Reykjavík Roasters, Aarons leather shop, RDU goods ( today Ægir Reykjavík ).

Armed with a camera, business cards, and a website showcasing my photos, Sunday & White became a visual journey celebrating the unique charm of Reykjavík's businesses. At some time It wasn't just a journal; it was a tribute to the dedication and creativity of the city's entrepreneurs.

What did Laimonas was thinking 10 years ago and what is he thinking where S&W will be in the next 10-years time?

Ten years ago, I had this vision for Sunday & White (S&W) to transform into a studio offering a myriad of services. Back then, I hadn't pigeonholed myself into a specific photography genre, allowing for various projects like interiors, portraits, family moments, and even weddings to be part of the creative mix.

Looking ahead, part of my vision for Sunday & White involves extending a helping hand to emerging photographers who are just starting their journey. I aspire to create a platform where these budding talents can focus on their craft without the burden of handling client communications and administrative tasks.

One of my long-standing dreams is to incorporate a café into S&W—a space where creativity flows over coffee and conversations. The café would serve as a social hub, providing a relaxed environment for brainstorming ideas, networking, and fostering a sense of community among photographers and creatives.

What is your philosophy when it takes to capture people’s stories through your work?



My philosophy of capturing people's stories through my work revolves around the essence of candid moments, enriched with a touch of elegance, simplicity, and beauty. I believe in the power of authenticity and spontaneity, seeking to freeze genuine emotions and connections that unfold naturally. It captures the inherent grace and charm in everyday moments, turning them into timeless and visually striking narratives.

How big of a role Photography plays in your personal and private life?

It goes beyond being just a profession; it's a passion that seamlessly intertwines with my daily experiences. Whether actively engaged in a project with my professional camera or simply capturing moments on my phone or my new travel-sized camera, Ricoh, during personal adventures, photography has become a constant companion.

The love for what I do extends beyond the confines of formal projects, as I find joy in documenting the world around me in its various facets. Every moment, big or small, seems like an opportunity to capture a story, an emotion, or a unique perspective. This continuous observation and documentation have become second nature, enriching my personal life with a visual diary of memories and reflections.

10-years in the business is a long time. What trends and changes have you noticed yourself doing and changing throughout the years and what inspired them?



Over the course of my 10 years in the photography business, I've observed and embraced specific trends and changes that reflect not only the evolving industry but also my personal growth as a photographer.

While trends in photography have shifted over the years, I've consciously chosen not to be a strict follower of fleeting styles. Instead, I find inspiration in timeless aesthetics, allowing the enduring beauty of photography to guide my work. The essence of simplicity and connection has been my trademark, irrespective of external trends.

What moments in your work make you feel alive & gives you the feeling that “that’s why I am doing it!”?



The moments that truly make me feel alive and reaffirm why I do what I do are often tied to human connection and the impact I can leave in their lives. After a day of capturing the raw beauty of a landscape and sharing intimate moments with couples during elopements, the drive back home becomes a reflection of the incredible experiences.

The realisation hits me - the privilege of witnessing love in such breathtaking settings, engaging in heartfelt conversations, and appreciating the beauty of my country. In those moments, I am reminded of how fortunate I am to turn these fleeting, one-time events into everlasting memories for couples.

Similarly, family photography brings a unique joy. The laughter of children, the subtle frustrations of parents - it's the authenticity of these moments that resonate with me. Knowing that these instances are ephemeral and capturing them in a photograph allows families to relive and cherish those emotions for years to come. It's a powerful reminder of the impact and importance of my work in preserving the beauty of fleeting moments that hold profound significance in people's lives.

Tell us a story/client/couple that has moved you and stayed with you throughout the years?



One of the most memorable stories that has stayed with me over the years is the wedding of Áslaug and Siggi, one of my first Icelandic weddings back in the summer of 2019. What started as a professional relationship with clients quickly transformed into something more profound.

Capturing their wedding marked the beginning of a journey documenting not just a day but the unfolding chapters of their family's story. The birth of their daughter, Ólöf, became a pivotal moment that I had the privilege to photograph. The special events that followed, the joys, challenges, and milestones—all became part of the visual narrative that I was entrusted to create.

This couple, once clients, evolved into a connection that extended beyond the lens. Witnessing and capturing the intricacies of their lives allowed me to become a part of their story, and in turn, it enriched my own journey as a photographer. The depth of their experiences and the trust they placed in me to document their family's growth have left an indelible mark on my heart, reminding me of the profound impact photography can have in capturing the essence of people's lives over time.

Sunday & White today is not just a photography studio anymore- it’s a creative space for co-working, place for photography courses and a studio that connects clients to the right photographers. When and how has it grown to the other things?



The evolution of Sunday & White from a photography studio to a creative space has been a journey inspired by a deep connection to photography and a desire to create a community around it. When my dear friend Anní ( who is actually the one behind this journal) joined me here at S&W, it allowed it to grow and evolve. With that, we have started the expansion into a co-working space and a studio that connects clients to the right photographers, which has emerged gradually over time. As the studio grew, the realization dawned that photography is not just a solitary art form but a shared passion that can bring people together.

Photography, for me, has always been a personal journey and a means of communication, especially during significant life transitions like moving to a new country. The camera became a tool for navigating and connecting with the world, allowing me to be present in places that might have otherwise felt uncomfortable or unfamiliar.

This personal connection with photography and the transformative power it had in my life inspired the vision for Sunday & White's vision to expand beyond a traditional studio. Creating a co-working space opened doors for collaboration and community-building.

Moreover, establishing a studio to connect clients with the right photographers aims to foster a sense of trust and ensure that every visual narrative aligns seamlessly with the client's vision.

In essence, Sunday & White's growth into a creative space reflects the belief that photography is not just an art form but a medium that can bridge connections, empower individuals, and build a community of like-minded creatives. The desire to extend comfort, encourage creativity, and share experiences has been the driving force behind the Sunday & White's expension.

What's the most rewarding part of running a creative photography studio, what is the most challenging part?



The most rewarding aspect of running a creative photography studio, as I've mentioned before, is the opportunity to become a part of someone's story. Whether it's capturing an elopement, a wedding, or a family, being entrusted with the task of documenting these significant moments is profoundly fulfilling. The ability to freeze these fleeting, heartfelt instances in time and provide clients with memories they can cherish is genuinely gratifying.

However, with the rewards come challenges. The hardest part of running a photography studio is maintaining a delicate balance between passion and work. It's about preventing the passion for photography from transforming into a burdensome task. As a photographer, it's crucial to navigate the fine line between the joy of capturing moments and the demands of running a business. Keeping this equilibrium ensures that the creative spark remains alive, allowing each project to be approached with enthusiasm and dedication rather than feeling like a tedious obligation. Balancing the artistic side with the practical aspects of running a studio is an ongoing challenge that requires constant self-awareness and mindfulness.