1. architectural photography has become stagnant, entrenched, codified and dogmatic. evidence through ark and phaidon atlas.
2. working with architects to change this state of affairs can be started through interviewing them when taking commissions. evidence: 6 case studies.
3. students and architects working together on courses producing work for “real world” clients can change the tack this course is currently on. evidence: grey matter.
4. photography can be a reference tool (for architects, photographers, publishers), not just a means of promoting work. evidence: grids of images / website
5. academics do not know much about photographic practices and generalise causing misconceptions when discussing photography. evidence: 4 buttons.
6. hiring / commissioning could be reassessed: evidence – participant observation, personal experience, teaching grey matter, etc
benefits to changing conventions and practices would be as follows:
1. potential brand differentiation for architects (as discussed with PR agent in interview)
2. potential new design inputs for architects: matrix as pantone tool / feedback loop
3. potential new images for publishers: more selection and diversity
4. potential new concepts (ways of seeing) for everyone, including general public
5. potential new job positions for architects / photographers