Sara Foldenauer began her career as a photographer’s assistant, learning the basics of prop styling and lighting from still-life and fashion photographers. When she ventured out on her own as a freelance photographer and stylist, she realized that her favorite part of the job wasn’t necessarily her subjects. She loved creating environments, from moody street scenes to a loft space filled with silver balloons. “I realized that it’s the most creative part of the process for me,” she says. “My goal, whether I’m working on an event or still photos, is to create an environment creatively and colorfully.” In fall 2007, she launched her company, Sets by Sara, which also offers prop styling and event design services.
Whether she is searching for the perfect prop for a photo shoot or creating a tabletop design for an event, Foldenauer says she prides herself on her D.I.Y. approach. If she can’t source an item, she usually makes it herself—including large set pieces and small details like fox-shaped masks. “I pride myself on the fact that I can do things on a small budget that look like you paid a million bucks,” she says. “A can of paint and spray paint are my best friends.”
Since starting her company, she’s worked with Target, Sundance Channel, and Prevention, and recently designed a set for the May launch of Diamond Belles, an all-female dance troupe, at Le Poisson Rouge. “Sara is awesome,” says Dani Hartmann, an art buyer for Target who has hired her to style several photo shoots. “She can take the info we give her and run with it. She doesn’t need a lot of extra direction. I have always been very happy with the results.”
Foldenauer’s first foray into the event world was more guerrilla than gala. In 2000, she and a group of friends founded the ArtCorps, an art-focused collective, and started throwing impromptu parties and stunts, often within other art events, such as the Whitney Biennial and the Deitch Art Parade. Wearing monochromatic clothing, the members have done things like donning a portable dining table and asking passersby to sit with them. On another occasion, the group threw a series of actual sit-down dinners in shades of blue—from the tabletop decor, to the guests’ clothing, to the food. Foldenauer has been in charge of creating all of the environments and props—everything from a homemade foam machine to elegantly appointed tabletops. “Our goal is to bring art to the people,” she explains. “We are trying to bring back a time that we feel has been lost—a time of decadence and a time of ‘taking the time.’ It’s about having fun, being happy, seeing something different.”
Foldenauer is looking to take on more event work, including fashion shows and product launches. “I want to work with people to create fun environments,” she says. “We’re in a low period where a lot of excitement has faded out, yet it’s an exciting time. We need some creativity again. We need color!”
