PROJECT
VMC
Architecture & INTERIOR photography / Diamond schmitt architects
Diamond Schmitt is a global architecture firm that designs transformative and highly sustainable buildings. Delivering innovative architecture that empowers people, communities, and organizations to harness change for the greater public good, Diamond Schmitt employs a collaborative research process focused on exceptional performance and meticulous craftsmanship.
Diamond Schmitt Architects, in collaboration with SmartCentres, commissioned me to document the early stages of the Vaughan Metropolitan Centre (VMC) in Vaughan, Ontario. This project involved two distinct shoots: the first focused on capturing the architectural elements for use in real estate investments and marketing materials; the second emphasized the interaction between people and the space, coinciding with a public event in the VMC's outdoor area.
Creative Direction
Photography
Retouching
2 Day Photoshoot
Social Media Marketing, Website Enhancement, Email Marketing Campaigns, Online Advertising, Public Relations
Vaughan, Ontario
The initial shoot focused on the architectural features of the VMC, highlighting design elements and structural details to support real estate and marketing objectives. The second shoot aimed to capture the dynamic between the architecture and its users, documenting how the space accommodates and enhances public gatherings. This approach provided a comprehensive visual narrative of the VMC's functionality and community engagement.
"These are great, very dramatic sky! Lots to choose from."
"
- Elizabeth, Art Director
The first phase focused on documenting the various completed spaces within the Vaughan Metropolitan Centre, highlighting the amenities and features available to both current tenants and prospective clients. The second phase involved capturing candid interactions during a public event, illustrating the space's capacity to host community activities and its role in fostering social connections. This dual approach ensured a balanced portrayal of the VMC as both a structural landmark and a vibrant community hub.
The imagery produced has been utilized across various platforms, including real estate marketing, investment presentations, and promotional materials, effectively showcasing the VMC's architectural excellence and community appeal. Notably, the KPMG Tower within the VMC received the Award of Excellence at the Vaughan Urban Design Awards, with the jury praising its innovative design and contribution to the public realm. This recognition underscores the project's success in achieving both aesthetic and functional objectives.
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