Located in Kitchener-Waterloo, 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. Designed by Diamond Schmitt Architects, the project transforms a former 1960s warehouse into a flexible incubator space that supports collaboration, prototype development, and early-stage commercialization. The project was documented through architecture and interior photography, with a focus on how the space is experienced and used throughout the day.
Diamond Schmitt commissioned me to document the architecture and interior environments of the Arena, focusing on 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 approach combined both architecture photography and commercial interior photography, with an emphasis on capturing how people move through the space and how different areas support collaboration, research, and development. 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
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 structural and material details. In total, 29 final images were delivered and licensed to multiple parties, documenting the project through a combination of architecture and interior photography.
" Thanks again for all of your help with this shoot, it was great working with you on this."
Given that the Arena was already fully operational at the time of the shoot, the primary challenge was working within a live environment. Students, researchers, and startups were actively using the space, which meant the photography needed to adapt to real-time conditions.
Because of the sensitive nature of the work taking place, clearing or staging spaces wasn’t an option. The approach focused on observing how the environment functioned and capturing it as it unfolded, allowing the final images to reflect the scale, activity, and atmosphere of the Arena while maintaining a strong architectural composition.
Multiple visits were built into the process, beginning with a scout day, followed by a dedicated interior shoot, and a separate exterior shoot scheduled around weather conditions. Across these visits, the project was also documented at different times of day, allowing the final set of images to reflect both the structure of the building and how it is experienced as light and activity shift throughout the space.
In post-production, the focus was on maintaining consistency across all images while preserving the integrity of the materials and lighting conditions. Retouching was used selectively to remove distractions and refine compositions without altering the authenticity of the environment.
This approach ensures the imagery supports long-term marketing, publication, and portfolio use, while remaining true to how the space is actually experienced.
The images were created for Diamond Schmitt’s marketing, portfolio, and award submissions, as well as for Velocity’s internal communications and future presentations. As the Arena continues to evolve with new startups moving through the space, the photography serves as both a record of its launch phase and a foundation for ongoing storytelling across multiple platforms, supporting long-term marketing and communication efforts.
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