Posts Tagged ‘About: Space’

Architectural Photos, and using photos for marketing

A few months ago I was introduced to Lauren Shadid via Josette Murphy of About:Space. Lauren left a big architecture firm and is in the process of building a website for her firm. I was hired to shoot a couple of completed projects which will be showcased on her upcoming website. For architects and interior designers I spend a lot of time making sure that the color and the design of the space is accurate.

Like myself and other photographers, architects and designers are particularly attuned to how their project looks when photographed. They spend hours deciding on colors, materials, fabrics and lighting; it’s only natural that the same attention to detail would occur after the photo is taken. In a lot of cases we become accustomed to how an environment looks to the naked eye, we don’t notice the color of the light or the shadows but once we look at a photo we start to notice those details.

In the case of this Sherman Oaks dining room that Lauren designed there were a lot of factors affecting the lighting and color. In this shot of the dining room, the custom made table, made by Boudreau Custom Woodwork, was casting a lot of orange light onto the ceiling and walls because of the light reflecting off the table coming from the skylight. In Photoshop I removed the color cast to give the walls and ceiling a more accurate color. The following is a screen shot of my work in Photoshop. It’s time consuming work but included in the service I offer my customers.

Dining room before color correction

Photoshop screen shot with color correction layers and masks

Spending money on marketing for small business owners is never easy. I’m in the same boat. Like my clients, I want to know that the money and effort I spend marketing my photography is effective. I often meet potential clients that think “good enough” is OK for their business and marketing materials.¬† The great thing about architects and interior designers is that they know the power of photography and its effectiveness in communicating their work to potential clients.

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Renaissance Towers for About:Space

A couple weeks ago I got a call from the interior designers at About:Space. They were finishing up on a project for the Renaissance Towers downtown and wanted to submit photos of their work for an industry award. Their work involved upgrading the lobby and leasing office as well as designing the new penthouse. The following shots are samples from our two day shoot.

Renaissance Towers Leasing Office Design

Renaissance Towers Leasing Office Design

Renaissance Towers Lobby Design

Renaissance Towers Lobby Design

As much as tried to integrate it into the shot, I just couldn’t manage to get the helicopter pad just outside the windows on the right to read. Next time I’ll request a helicopter.

Renaissance Towers Penthouse Living Room

Renaissance Towers Penthouse Living Room

Renaissance Towers Penthouse Master Bedroom

Renaissance Towers Penthouse Master Bedroom

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Looking back at 2009

Over the past couple weeks I have been digging through the archives to pull images for this year’s slide show. The slideshow represents all the assignments I shot in 2009 as well as follows the growth of our 20 month old daughter Grace.

It’s great to reflect on what worked and what didn’t and it has planted a few seeds for new business plans for 2010. The slide show is laid out chronologically so if the newborn shot next to the architecture shot next to the model seems out of place, now you know why.

Enjoy the show. Hopefully you will see some new images as well as think back to our photo shoot together. Maybe you’ll even see some images that will inspire another shoot for 2010. Thanks for your support and referrals, they keep my business alive.

The song is 28 butts by Little Jackie. I was introduced to Little Jackie by our local friend Jason Bently at KCRW. Enjoy and thanks for a great year.

If you missed last years check out the following from 2008:

Chuck Espinoza Photography – A Slideshow of 2008 Photography from Chuck Espinoza on Vimeo.

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Commercial Architectural Photography

A few weeks ago I shot another project for About:Space. This project was a redesign of the main lobby and waiting area of the Parq@5 apartments in Downey.

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Manhattan Beach Remodel

When I worked as a financial analyst we were always reviewing and comparing financial statements and statistics of the companies we wrote research about. We often used the term apples-to-apples comparison. It means that if were are comparing two items they should be within the same parameters that they could be compared fairly. The same goes for “comps” in real estate; you wouldn’t compare the new home on the block that was just sold by a developer to the thirty year old bungalow that also recently sold.

Developers, architects, general contractors and designers often use before and after photography to show the transformation and improvements they have created. If the before photos are not well lit or at a level comparable to the after photos is it really a good comparison? The images could end up looking like the before and after images used on exercise and diet infomercials; lose some pounds, add a tan, some makeup, nice lighting and the transformation looks dramatic.

The following before pics don’t show the magnitude of the remodel, design and custom work that went into the project.

If your business is about showing dramatic transformation and improvements, the photography you use to show those results should be equally as impressive. The before and after photos seen here aren’t apples to apples, so why not invest in professional photography to accurately show your work both before and after.

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Manhattn Beach Remodel

A few weeks ago I shot a home in Manhattan Beach for designer Josette Murphy of About: Space. The home had been remodeled from the ground up and was designed and decorated by Josette. It took the better part of the day to shoot the house but with Josette’s help with styling, the house looked perfect.

It may not look it from most of these photos but for architecture and real estate photography I bring my own lights. Even though a room may have decent ambient light it can still take three or four lights to make the room look great. In the case of the den I used four lights to shoot a room at 1PM on a sunny day.

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