Whitewashed volumes cascade over lush terraces, with arched openings softening the geometry at this striking Ibiza luxury resort. Carved into the hillside, its private atmosphere captures the island’s allure – an inspiring setting for a production.
Born from a love of photography and now shaped by a passion for fashion and breathtaking locations, LOVELY is redefining the hottest fashion campaigns, snapped on Ibiza and Mallorca.
LOVELY Productions Berlin, founded in 2009 by Bettina Beissmann (Betsy), grew from a distinctly creative vision. At first glance, Betsy’s lovely bubble is filled with designer fashion, eye-popping locations and beautiful models on set. However, bringing these elements together in perfect harmony to create a truly compelling visual story, requires far more than simply beauty. LOVELY opens the doors to hidden gems and rugged landscapes — from exclusive private homes to untouched Balearic coves. Every production is handled with precision and care by securing the necessary legal permits and delivering a fully supported experience.
Betsy studied photography in Berlin where she developed a keen eye for visual storytelling and a strong understanding of the practical needs of a campaign. “My background is in photography. I studied photography before moving into production — and that creative foundation has shaped the way I work from the very beginning,” she says. It is this blend of visual sensibility and production expertise that has guided LOVELY over almost two decades.
One of the secluded Ibiza coves is a cool backdrop that has been hand-picked by locations expert Betsy, founder of LOVELY Locations and LOVELY Productions.
Having fallen in love with Ibiza’s raw natural beauty and many shifting faces, the company, though rooted in Berlin, found its true soul on the island. Betsy has been visiting Ibiza since 1996, often during the quieter winter months, when its most authentic and tranquil side is revealed. It was in these off-season moments that she found herself envisioning the Balearic Islands as a setting for fashion campaigns. With beaches nearly deserted and peacefully still, the winter rhythm is one of empty shores and serene backdrops that sparkle in atmospheric and engaging photography. From azure seas to champagne sand, palm frond green lit by the sun, muted sage hills and driftwood-beige coastlines, Ibiza was quietly becoming entwined with Betsy’s creative vision.
¨Over the years, I truly fell in love with the island in its quieter season. While many people associate Ibiza with summer, I experienced a completely different side – peaceful, authentic, and incredibly inspiring¨ she tells Ibiza Property Journal. She saw the Balearic islands as the perfect alternative to long-haul travel for summer campaigns, particularly because most fashion shoots take place in winter and spring.
¨While much of Europe is cold and grey, Ibiza and Mallorca offer beautiful light, mild temperatures, and a diverse range of landscapes¨ – Betsy, LOVELY Productions
This beautiful location in Ibiza with a sense of the exotic loans itself as a backdrop for fashion editorial or campaigns.
The magnetic allure of the “White Isle” saw Betsy officially launch LOVELY Ibiza in 2020 together with Spanish producer Sergi Diaz. An exciting opportunity presented itself for the duo both creatively and entrepreneurially. United by a shared vision, their passion for Ibiza and the industry, they expanded LOVELY’s presence across all of the Balearic Islands with a focus on full-scale productions, and a carefully curated portfolio of gorgeous locations. LOVELY’s reach extends to neighboring Mallorca, offering handpicked properties and shoot locations for capturing the mood of upcoming fashion and lifestyle editorials or campaigns.
¨It felt like a natural step – combining my international production experience with this deep local knowledge and strong network on the islands. For me, the Balearic Islands have everything needed for successful fashion shoots: beautiful and empty beaches (in off-season), spectacular villas and fincas, breathtaking landscapes, and highly professional local crews¨ says Betsy.
Locations that tell a story, with depth and atmosphere are the ones that inspire LOVELY agency. Offering more than a backdrop, they add emotion and dimension to a campaign.
To date, LOVELY agency has produced creative work for major international retail brands including H&M, Harvey Nichols and Zara and created content for leading fashion publications such as Harper’s Bazaar and Vogue. Ultimately, the measure of success extends far beyond the final photographs. ¨We believe it’s definitely our portfolio that creates trust. It shows that we have the knowledge, experience and structure to host highly professional productions at an international level. Fashion brands need reliability, precision, and a strong visual understanding – and our body of work reflects exactly that¨. explains Betsy.
The production process begins long before a client arrives on the island. It starts with open conversations, careful planning, and transparent budgeting, so expectations are clear and there are no surprises along the way. Establishing clear communication early on helps create a smooth flow built on trust and collaboration – from initial concept to final wrap.
¨Every project receives the same level of attention, inspiration and full support along the way – no matter how big or small the shoot is¨ – Betsy, LOVELY Productions
This sunken modern living room pairs honey-toned wood paneling with smooth, sculptural upholstery to create a space that feels intimate and indulgent. With sumptuous layered neutrals and tactile textiles it’s the perfect pit for capturing fashion editorial moments.
Clients can book locations only, commission specific scouting, or rely on Betsy and Sergi for local permits and logistics. They also maintain a non-public portfolio of exclusive properties, so you can also contact them directly for bespoke requests. ¨We truly enjoy creating tailor-made solutions and opening doors to hidden gems across Ibiza and Mallorca. The setting defines the mood, the light, the atmosphere, and ultimately the entire visual story of a campaign¨ she says.
The agency who are well-versed in managing productions offer a true end-to end-service. From meticulous pre-production planning and location scouting, to seamless on-set coordination and creative direction. Their service even includes airport pickups, accommodation, equipment hire and catering.¨Food is actually one of the most important things for us. Everyone works incredibly hard during a shoot, often for long hours, so we make sure the team receives good, healthy, and visually appealing meals. It may sound simple, but it makes a huge difference. Good food keeps energy high and usually makes everyone happy!¨ Betsy explains.
Betsy and Sergi are keen to promote well-being on set, not only with good food, but also with good vibes. They believe a successful shoot isn’t only about beautiful images. ¨For us, it is crucial that everyone is treated with kindness and respect – and by everyone, I truly mean everyone. From the driver to the client, every single person matters. We all work hand in hand, and without that mutual respect, a production simply doesn’t function. It´s about teamwork, trust, and creating an environment where everyone can perform at their best¨.
With a carefully curated portfolio of architecturally distinctive properties and an international footprint, LOVELY are trusted by private homeowners and high-profile brands.
So how do they know which locations to scout for? Firstly, locations must not only be photogenic, but functional, professionally managed, and safe. Then from a style point of view from villas, houses, caves or boats – it really depends on the specific aesthetic look the client needs to achieve.
¨To be honest, beyond the practical aspects, it’s often a feeling. After many years of experience, you develop an instinct for what works visually and logistically. It’s a mix of experience and, I would say, a certain aesthetic taste¨ – Betsy, LOVELY Productions
With every creative brief being unique it’s important for LOVELY to continually expand their portfolio of places for photography shoots or filming. Versatility is the key; with needs for everything from modern striking villas with clean architectural lines, to traditional old fincas with beautiful patina, a warehouse – or even something unexpected like a horse ranch.
The agency are always on the look out for places with character and visual strength, like the striking facade of this Ibiza property.
¨We usually start with the exterior, because that’s where most shoots take place. It doesn’t have to be huge, but it should offer a certain variety and flexibility for different setups. That could be clean white walls, an interesting facade, a pool area, a garden, natural stone, open views – elements that allow different moods and angles within one location¨ says Betsy.
Ibiza is famous for its year-round blue skies, lush greenery and brilliant white architecture
The interior design of the space also plays a part in the selection process. ¨A well-designed interior can elevate the overall production value and make the experience even more enjoyable for everyone involved¨ she adds.
This space works beautifully for a fashion production thanks to its warm, filtered natural light and rich, earthy palette. The layered textures, from leather and wood, to the plants bring depth and visual interest. Multiple styled corners allow for varied looks and compositions.
In the fashion industry there are always briefs that call for something to show off about – highly specific, unconventional or projects that demand entirely new solutions.
¨Sometimes a client is looking for a cave, a brutalist villa with strong architectural lines, or a very specific type of boat. We’ve had requests where nothing in our existing portfolio matched the vision, so we went out and scouted new options from scratch – and on that note – if anyone happens to own a Riva or a Cigarette-style boat? please get in touch!
LOVELY Locations provide Ibiza interiors for photo shoots or filming, spanning anything from minimal, to Mediterranean or rustic-chic.
For those who live on the islands year-round, their home is more than just a property; a sanctuary, their everyday environment, and a deeply personal space shared only with close friends and family. By contrast, others view their property as a tourist rental, a seasonal home-stay, or simply an occasional holiday retreat away from their primary residence. With this distinction in mind, renting your home to a production agency is an entirely different experience from listing it with a real estate agency, or a travel company.
¨Hosting a shoot feels very different from renting the property for holidays. A production is usually short, very structured, and professionally managed. There is a clear schedule, insurance in place, and we are on site supervising everything. It’s controlled, organized, and handled with great care¨ – Besty, LOVELY Productions
Places that feel special and visually intriguing with history and personality contribute to the success of LOVELY´s international fashion campaigns.
LOVELY only rent properties for productions, rather than for overnight stays – that is purely their approach to focus on location rentals without operating in the holiday rental market. For many homeowners, this clear separation creates trust. They know their house is being used professionally, respectfully, and only for a defined period of time, such as one day – which often feels much more comfortable than renting their property as a holiday home, for say seven days or more.
With an upcoming coffee table book showcasing the beauty and hidden corners of Ibiza, as well as the opening of a new office in Mallorca this October – it’s a dynamic time for LOVELY agency. ¨This is a very exciting next step for us. Mallorca offers an incredible variety of landscapes and architecture, and having a stronger presence there allows us to serve our clients even better across the Balearic Islands. We don’t see ourselves only as scouts – we see ourselves as creative partners and consultants¨.
To see the locations available through LOVELY, visit their extensive on-line library at www.lovely-locations.com. For productions visit www.lovely-cps.com
