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Marketing for Architects and the Future of Architectural Photography (1 LU)
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When: Wednesday, May 17, 2017
6:00 - 9:00 PM
Where: AIA San Francisco
130 Sutter Street, Suite 600
San Francisco, California  94104
United States

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This panel discussion event, a joint presentation of the San Francisco chapter of the American Institute of Architects and the Northern California Chapter of the American Society of Media Photographers, will explore the role that architectural photography currently plays in the dissemination and promotion of architects' works.

Traditionally, highly specialized formal architectural photography was the preeminent means by which architects displayed and promoted their finished projects, typically disseminated through print periodicals and books specializing in the presentation of the built environment. However, with drastic changes in technology resulting in improvements in computer-generated renderings, the increasing importance of the Internet, and major changes in the publishing industry, the role that formal architectural photography has played has been changing; and it is the goal of this discussion to explore these changes and to help architects gain a better understanding of how they can use photography for their marketing, as well as to assist architectural photographers to gain a better understanding of architects’ needs in the current economic and technological environment.

The panelists are a diverse group consisting of representatives from architectural firms and the publishing industry (see panelist bios below).

The moderator for the event will be David Eichler, an architectural/interiors photographer and a member of the board of ASMP/NorCal. David is the grandson of noted home builder Joseph Eichler.



  • Social Hour: 6:00 - 7:00 PM
  • Panel Discussion: 7:00 - 9:00 PM, including a Q+A period


Learning Objectives

  1. How the Internet and changes in the publishing industry are affecting how architects use images to promote their work.
  2. How architects select and work with photographers (working with one photographer versus several, different levels of image quality versus a consistent level, logistical considerations, etc.)
  3. How improvements in digital rendering technology are affecting the decision about whether to use photos or renderings to present a completed project.
  4. Using professional photography versus doing it yourself.



  • AIASF and ASMP members: $15
  • General admissions: $20


About the Panelists

Collin Burry
Collin Burry, FIDA, is a design director at Gensler, perhaps the most successful design firm in the US. He is a 2013 inductee into the Interior Design Hall of Fame and has designed for many of the world’s most iconic organizations, such as Apple, Pixar, Nike, Samsung, Gallo, and San Francisco International Airport. His creative and contemporary approach has earned him over 80 design awards and frequent publication in international design and business media. Collin is a long-time advocate of design education and the visual and performing arts, donating his time generously to these causes.

Mark Cavagnero, AIA
Mark Cavagnero, AIA, is the founding principal of Mark Cavagnero and Associates, Architects and he provides leadership over the design of all projects within the office. He has over three decades of expertise in the planning, design and construction of civic and cultural facilities and his work has been recognized with over 100 design awards for more than 30 completed projects. He was personally honored with the 2015 lifetime achievement Maybeck Award and the 2010 Distinguished Practice Award from the AIA California Council. Under his leadership the firm ranked #8 in Architect Magazine’s ranking of the top architecture firms in the country for design in 2014. His firm also received the 2012 Firm of the Year Award from the AIA California Council.

Gordon Goff
Gordon Goff is the owner of Oro Editions, an internationally recognized, award-winning publishing firm specializing in the design, production, marketing and distribution of bespoke architecture, design, photography and art-related books. Gordon has worked in publishing and production, project management and creative consulting over the last 25 years for both original titles and full publishing programs. He has collaborated with Random House, Visionaire, Callaway Arts and Entertainment, Taschen, Penguin, HarperCollins, Hay House, Barnes and Noble, Page One and many other world-class publishing houses as editor at large, art director, creative director, book packager, production manager and master printer. His accolades include Literary Market Place’s Manufacturer of the Year for The Best of Flair, and numerous Gold Ink, Graphic Arts, Benjamin Franklin and other notable publishing industry awards. He has also published and produced hundreds of critically acclaimed titles, including LaChapelle Land, widely acknowledged as one of the top 100 photography books of all time.

Karen Williams
Karen William is a photo editor, producer and visual storyteller with 8 years’ experience at major regional and national media, and is currently the photo editor for San Francisco Magazine. She has curated images for prominent institutions and media, spanning AARP to Southern Living magazine, and has personally produced dozens of photo shoots, ranging from securing photographers to all onsite logistics.