Studio.News. 09: Engaging Social Space.
Social Space is everywhere the built environment exists.
Architects create space to shelter, protect, entertain, work, educate, heal and so much more. Within those spaces human beings gather to communicate.
Calling it Social Space way before it was “officially” named, Lawrence Anderson began offering images with people illustrating and filling the spaces the architecture industry built.
Anderson stumbled into creating Social Space imagery partly because of his photography talent, his ease at directing people and his gregarious personality.
Anderson’s way of ‘seeing’ was the perfect fit. His clients loved seeing their projects full of the people for whom they were designed and built.
The viewing world loved it and Social Space became the defining way of showing the built environment.
DID YOU KNOW?
Shooting Social Space
Makes Me Happy
What is it like to be a Social Space shooter?
“It is completely amazing and very exhilarating. People, used skillfully, make space come alive. Using people to show off the space allows a strong emotional reaction from my viewer as they engage quickly and deeply in the photograph.”
How did Lawrence get into it?
“Buildings of all kinds used to be photographed empty. I did tons of those gorgeous images for my clients. Then I risked showing projects populated by the people who would be using them. Those photos were a hit and I quickly received lots off requests to show architecture with people populating the spaces. As I built my Social Space portfolio every shoot illustrated the built environment full of its intended occupants.”
Interesting Changes in Shooting Social Space?
“Early on we enlisted everyone who was anywhere near us to be our “models” and gifted lots of Starbucks Gift Cards! to thank them. The pictures were amazing. These days, our industry recognizes the power in these images and we have been hiring professionals -- who look like real people and take direction really well — to be our models! No gift cards needed.”
Tips from Lawrence Anderson.
Plan for it. The days of just “going for it” are gone!
Use the right amount of people for the space. Some images use a few folks and some spaces demand many more.
Learn to show motion beautifully. Don’t let your viewers think their eyes are going bad!
Spend the time to educate your clients on the value of Social Space. It makes all the difference!
“Give me a call for dynamic, heartfelt and eye-popping Social Space. I love to shoot it.”