How to Choose the Perfect Interior Design Project for Professional Photography
Your go-to guide for interior designers, architects, and design-forward businesses
Strong photography is one of the most powerful tools in design marketing. Whether you’re an interior designer, architect, or property developer, the right portfolio images don’t just record your work — they position your brand, attract premium clients, and open doors to press coverage. But here’s the catch: not every project is worth photographing. Choosing carefully will make the difference between images that drive your business forward and ones that quietly gather dust.
Make it stand out
Whatever it is, the way you tell your story online can make all the difference.
Why choosing the right project matters
In the design world, your portfolio is more than a collection of work—it’s your brand’s loudest ambassador. The right images don’t just showcase your designs; they shape how clients perceive you, influence whether journalists cover your work, and ultimately attract the calibre of clients you want more of.
But here’s the truth: not every project deserves professional photography. Some will elevate your brand for years. Others—while rewarding to design—won’t move the needle at all.
That’s why the real skill isn’t just creating beautiful spaces. It’s knowing which projects to invest in documenting.
The Most Common Mistakes I See
Even the best designers and developers sometimes get caught out by:
Leaving it too late – clients move in, furniture changes, and suddenly the space no longer reflects your work.
No permissions in place – if you don’t discuss photography early, you risk losing the chance entirely.
Rushing – booking before styling is complete or light is right leads to flat, unfinished images.
Off-brand choices – documenting projects that don’t reflect your long-term direction.
Overestimating impact – shooting “nice” projects that won’t deliver portfolio or press value.
The result? An expensive photoshoot that ends up buried in the archives.
Strategic Red Flags: When Not to Shoot
Think twice if:
The space is incomplete or poorly styled.
The design doesn’t align with the type of clients you want next.
The architecture or finishes don’t photograph well without heavy retouching.
There’s no long-term marketing use (press, awards, portfolio, website, brochures).
The project would dilute, not strengthen, your positioning.
Sometimes the best move is to skip a project and save your budget for one that will truly become a portfolio hero.
Questions to Ask Before Booking Interior Architecture Photography Services
Will these images help me attract my next ideal client?
Does this project reflect my brand’s aesthetic and standards?
Is the space fully complete and styled?
Have I secured clear client permissions?
What’s the primary goal—press, portfolio, website, awards, or investor materials?
Would I be proud to have this as a first-impression piece?
Will the images stay relevant for 1–3 years?
Is this project my best work—or a stepping stone?
Is my marketing budget better used here or on a stronger project coming up?
These questions filter out “filler” shoots and highlight the ones that deserve professional coverage.
Niche-by-niche: How to choose the right project to photograph
Interior Designers & Architects
These two professions share the need to present a clear, distinctive design identity — but the focus differs slightly.
Choose projects that fully reflect your signature style and target market. For designers, this might mean a complete, styled space where every cushion, vase, and paint colour works in harmony. For architects, it’s often about spaces where the form, structure, and light can stand alone and still impress.
Look for features that could attract press or awards: bespoke joinery, striking use of materials, bold architectural forms, or innovative spatial solutions.
Time your shoot for when the project is at its best — ideally when natural light enhances your design and everything is staged or lived-in enough to look inviting.
Fulham house renovation, photographed for The Roomologist, with architecture by Icon Architects and construction by Lowndes Lumb.
Developers, Builders & Construction Companies
Your portfolio should not only prove craftsmanship but also inspire trust in future clients or investors.
Select turnkey projects that are fully finished and presented as if ready to sell or move into. Even if you didn’t provide styling, collaborating with a home stager can transform the final images.
Choose projects that show the full scope of your capabilities — from high-spec finishes to complex builds. Consider before-and-after sequences for dramatic impact.
For developers, pick flagship projects that represent your brand’s vision for quality and lifestyle. Fully dressed show homes and statement properties work best for investor packs, marketing brochures, and advertising campaigns.
Twilight or golden hour shots can add prestige, especially for exteriors of luxury developments.
A shoot for Urban Creation in Bristol showcased a new student development at its peak. Finished, dressed, and photographed at the right time—it became a key marketing asset across their campaigns.
Bespoke Furniture Makers, Joiners & Windows/Doors Specialists
Your product is the star, but it needs the right stage.
Choose projects where your work takes centre stage in the space. For a furniture maker, that might be a handcrafted dining table in a beautifully lit room; for a window company, it could be panoramic glazing framing a garden view.
Ensure the surrounding environment reflects your product’s quality — a luxury sofa photographed in a cluttered room will lose impact.
Invest in close-up and detail shots that show craftsmanship, texture, and materials. These can be invaluable for social media, website galleries, and print marketing.
Where possible, shoot both interior and exterior perspectives to show how your work transforms a space from every angle.
Photoshoot at Hadley Wood, highlighting beautiful custom-made chairs that complete the kitchen design and bespoke sofas for epic cinema room.
Home Stagers & Airbnb / Short-Stay Hosts
Both rely heavily on selling a lifestyle, not just a space.
Choose properties that showcase the full breadth of your staging style — whether that’s sleek and modern, cosy and country, or bold and eclectic.
Target the kind of properties you want more of in your portfolio. If you want high-value clients, prioritise high-value homes.
For Airbnb and private hosts, ensure spaces are not only styled but also convey experience: a coffee setup on the terrace, a reading nook by the window, or an inviting bedroom scene.
Capture the space before viewings or bookings start changing the layout — first impressions matter.
Photoshoot at Millbank Residence for Dial Furnishing, showcasing interiors styled for sale.
The Long Game
High-end photography isn’t about documenting everything—it’s about curating the projects that work hardest for your business. Done right, one photoshoot can fuel:
Website updates
Social media content
Press submissions
Award entries
Investor decks
Sales brochures
Images that keep delivering years after the shoot.
Final word — and an invitation
If you’re weighing up which of your projects is worth the investment, I can help you decide. I’ll give you an honest perspective—when to shoot, when to wait, and how to prepare so you maximise the impact.
I photograph interior design, architecture, and property projects across London and the UK, —helping businesses build portfolios that attract premium clients, stand out in the press, and position their brand at the top of the market.
And if you’re worried about logistics, don’t be. I can support with staging, scheduling around homeowners, and coordinating the details so everything runs seamlessly.
When your next flagship project is ready, let’s make sure it’s captured at its very best.
Alicja Korbinska Photography – Trusted London interior and portrait photographer helping designers, architects, and creative professionals tell their visual story.