The Living Room Store. Every online store presents the same layout: pictures of products with a white background, different angles, to show what the product looks like - with no identity. And here comes the issue: very often you will receive a very different product from the pictures that you saw, as the pictures are professional studio pictures which sometimes are highly Photoshoped to hide the real quality of the products.
Every product picture from the store will be taken on a living room, as natural as it is. Why a living room? To show real product pictures, product accuracy, linking the product with a familiar place where people like to spend time, and to pass the idea of a real picture and not something generic.