Spain GSD Lecture: Montse Zamorano, “Branding in Architecture”

In the constantly and rapidly changing panorama of the architecture profession, it is our responsibility as young architects to reinvent the professional practice, generate new visions, improve and sharpen existing ones, and open the range of possible applications to our creative capacity. As part of this context, the major commitment of the Spain GSD Student Group for the present academic year 2014-2015 is to foster the observation and interchange of new modes, models and frameworks of contemporary practice, specially the ones performed by young talents in architecture.

The upcoming Spain GSD’s lecture by Montse Zamorano, who is specialized in crafting concrete and directed communication strategies through architectural photography and video, will address these topics for the particular context of the entrepreneur. The lecture will first analyze general photographic communication elements by comparing the work and training of Juluis Shulman and Ezra Stoller, and then use these observations to generate a discussion on possible contemporary approaches to the communication strategies in recently created firms or embryonic projects.

The lecture is aligned with the previous “New Modes, Models and Frameworks of Contemporary Practice,” where the work of Studio X and Storefront was analyzed through the same lens, by leading members of the institutions.

About the Lecturer 

Born in Madrid, Spain, Montse Zamorano, works internationally as a freelance architecture photographer for studios such as Foster and Partners, Álvaro Siza and Héctor Fernández Elorza. She collaborates with ArquitecturaViva and publishes in magazines worldwide such as Casabella, Architectural Record, Detail, C3 or Bauwelt, among others. Her visual work was selected for international awards and festivals and her pictures displayed in exhibitions in Madrid, Valencia, Milan and Shanghai.

A graduate of the Escuela Técnica Superior de Arquitectura and Madrid Polytechnic University, Montse Zamorano is currently a Fulbright Graduate Student in New York, where she is researching communication and branding in architecture and design. 

Anyone requiring accessibility accommodations should contact the Public Programs Office at (617) 496-2414 or [email protected].