PROJECT
Velocity

Architecture & INTERIOR photography / Diamond schmitt architect s

Diamond Schmitt Architects is known for designing innovative and transformative buildings that support research, discovery, and community impact. The Velocity Innovation Arena is a new chapter for the University of Waterloo’s startup ecosystem, bringing together entrepreneurs, researchers, and emerging companies under one roof. The project transforms a former 1960s warehouse into a flexible incubator space that supports collaboration, prototype development, and early stage commercialization.

Diamond Schmitt commissioned me to document the architecture and interior environments of the Arena and to show how the design supports a live incubator where ideas, prototypes, and businesses are constantly in motion. Since I photographed the original Velocity Garage in 2019, I came into the project already familiar with the community and the unique challenges that come with photographing sensitive, fully operational workspaces.

The brief centered on capturing the architectural intent, the realities of the completed environment, and the ways people interact with the space. Because several elements evolved from the initial renders due to funding and operational changes, accuracy and clarity were essential to representing the final built form.

Creative Direction
Photography
Retouching

Scout visit, one full interior shoot day, and a separate exterior visit due to weather

Award Submissions, Social Media Marketing, Website Enhancement, Email Marketing Campaigns, Online Advertising, Public Relations

Kitchener-Waterloo, Ontario

Diamond Schmitt Architects, Velocity Arena, Melloul Blamey Construction, Smith + Andersen

The scope included exterior architecture, interior public zones, the lobby, boardroom, cafeteria, communal workspace, 3D printing and fabrication labs, engineering workshops, circulation spaces, and the building’s unique structural and material details. In total, 29 final images were delivered and licensed by Diamond Schmitt Architects, Velocity, Smith and Andersen, and Melloul Blamey Construction.

" Thanks again for all of your help with this shoot, it was great working with you on this."

"

- Elizabeth, Art Director

My approach focused on documenting design intent, materiality, and the relationship between people and the space. Incubators present unique challenges due to the complexity of active labs and the privacy restrictions around research and product development. Because nothing could be moved or staged, each composition required careful planning and in camera problem solving. Where needed, subtle retouching was used to remove unavoidable visual distractions without altering the authenticity of the environment.

To communicate the energy of the Arena, we captured moments of collaboration and movement where possible. This helped balance the precision of the architecture with the purpose of the building itself. By highlighting natural light, structural interventions, and the contrast between the original warehouse shell and the new volume inserted within it, the imagery reflects both the heritage of the site and its future focused role.

The images were created for Diamond Schmitt’s marketing, portfolio, and award submissions, as well as for Velocity’s communications and future presentations. The Arena will continue to evolve as startups move through the space, and the photography serves as a visual record of its launch phase while supporting ongoing storytelling for all project partners.

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