Paulina Ojeda

Notes team had a great joy having an interview with Mexicana architectural photographer Paulina Ojeda. In recent time, she has been finding herself something called her ‘buffer space’ for photograhy and moved to Europe. We were fortunate to listen to her story about her profession and journey of being a photographer in her new environment.

The talk was in a morning in Switzerland, where Paulina Ojeda is living and studying. We cannot hold our excitement to share with you her insights.

Hi Paulina, we have known that you are from Mexico, it is a tropical country, what makes you move from your country to Switzerland? 

It was somewhat of a combination, I would say. I have moved here for some personal reasons and I have been fully dedicated to architectural photography for the past 5 years. I genuinely enjoy my work and feel privileged to have the opportunity to meet incredible individuals and capture various projects and locations. It’s a fortunate aspect of this profession. However, I also felt caught in a cycle of non-stop working, neglecting my own personal projects. Consequently, I have been striving to find the time and mental space to nurture and actualize these projects, as well as explore my personal growth within this career path. 

That is when I came across a remarkable Master’s program in Basel, prompting me to make the decision to move there. Presently, I am pursuing my Master’s degree in [field of study], concurrently continuing to work on projects in Mexico and endeavouring to establish myself in a new country. 

Casa Real / Colectivo Arrabal / Mexico
Photo: Paulina Ojeda

It is truly a pleasure to have the opportunity to engage in this interview with you, there are various aspects that pique my curiosity. May I know what initially attracted you to the field of architecture? 

Certainly, my attraction to architecture stems from my upbringing in a family deeply immersed in this discipline. My father, brother, and particularly my beloved aunt, an extraordinary individual characterised by her exceptional qualities of kindness, intellect, and gentleness, have all been architects. I became aware that this remarkable person yearned to impart her knowledge to me. During my childhood, my aunt frequently accompanied me on journeys through our city, an experience that never failed to captivate me.  

Each time we halted in front of a church or edifice, she would enlighten me, remarking, “Observe the intricate details of this space; presently, they appear as such due to specific factors and considerations. Everything possesses a rationale, interwoven with broader contexts.” At that time, it seemed to me the most extraordinary manner of storytelling. Furthermore, everything I absorbed was intertwined with architecture.  

Consequently, my initial encounter with, and inquisitiveness towards, architecture emerged from contemplating how I could decipher the multifaceted aspects manifesting before me. My fascination extended beyond mere interpretation, encompassing the profound impact that buildings and spaces exerted on individuals. I found myself irresistibly drawn to the narratives enveloping architectural creations, along with their intrinsic connections to various realms. Moreover, the profound impact of spatial environments on human emotions and experiences further ignited my intrigue. Undoubtedly, the ability to craft and shape such transformative spaces profoundly resonated with me. 

I understand that architectural photography can be divided into two main areas: commercial photography and documentary photography which are more values of culture and personal expectations. Which are you currently focusing on?

Currently, as I pursue my master’s degree, my focus within architectural photography may lean more towards the commercial side. However, I do not strictly align myself with the label of a commercial photographer, as my intention extends beyond mere promotion of spaces. I strive to capture the essence and narrative of each place I photograph. 

Furthermore, I appreciate the inherent potential of photography to convey stories and evoke emotions. The commercial aspect, while important, is not my sole emphasis. I believe in the power of photography to document and communicate the cultural and personal significance of architectural spaces. 

Each architectural project has its own story or unique characteristics. How do you approach capturing these elements through photography?

The projects I have been fortunate to document have been truly diverse in nature. My usual approach involves immersing myself in the space, taking the time to explore and observe, regardless of whether it is a small or large area. I firmly believe that spaces evolve and transform with the changing seasons, materials, and other factors. Even if I don’t capture photographs during every visit, I find great value in witnessing and understanding how the space evolves over time. 

One aspect that I particularly dislike about the teachings in architecture schools is the emphasis on showcasing and publicising architectural works, while neglecting the fundamental purpose of buildings, which is to serve the people who use them. To me, architecture is intrinsically linked to the individuals who inhabit and interact with it. Therefore, I strive to persuade my clients to adopt an approach to photography that focuses on presenting the space in a way that is accessible and relatable to the people who will ultimately use it.  

There are numerous elements that can be conveyed through photography, such as the atmosphere, lighting, scenery, and the interplay between nature and human-made environments. I understand that not every architectural photographer shares the same perspective. Each photographer brings their unique inputs and background, resulting in distinct and varied perspectives. This diversity is the beauty of architectural photography, as it allows for a range of interpretations and communication styles. I find great satisfaction in the photographer’s ability to convey a particular message or emotion through their work. 

With technological advancements, photography now benefits from various new devices that provide better conditions for capturing images. When it comes to choosing between conditions for capturing images. When it comes to choosing between natural light and artificial lighting, what factors influence your decision? Why?

In general, I find working with natural light to be both easier and more enjoyable. Natural light often provides unique contrasts and textures that can enhance the overall composition of the photograph. However, I do recognize that night shots possess their own distinct qualities and appeal.  

Some individuals prefer to illuminate the scene brightly to capture every intricate detail, which aligns more with a commercial approach. Personally, I tend to gravitate towards the use of natural light whenever possible, as it allows for a more organic and authentic portrayal of the architectural space. 

In a building, there are various elements such as sections, facades, floor plans, layout, structure, and etc. How do you approach these via photography?

I have experimented with a variety of lenses in my photographic approach, utilising different focal lengths to capture various perspectives and details. Sometimes, I deliberately incorporate out-of-focus sections in my photographs to pique the curiosity of viewers, creating a richer narrative. This technique has become a personal favourite of mine. 

Ultimately, my work as an architectural photographer is heavily influenced by the requests and preferences of my clients. Each project represents their unique artistic vision, and I greatly appreciate the fact that they understand the nuances and exceptional aspects of their own creations. Thus, I take their advice into consideration while also allowing myself the creative freedom to capture shots that I believe best convey the story of the place. Afterward, I curate a selection of photographs and present them to the clients. This interactive process, where there is a symbiotic relationship between me, the building, and the clients, has been an intriguing experience. I witness how the clients, through their own images, articulate the story behind their space, which often surprises me with the thoughtfulness and skill with which they communicate their vision to others. 

In a project, I find it particularly special when we can combine the perspectives of both the owners and outsiders, like myself. It adds depth and diversity to the narrative, offering a more comprehensive understanding of the space. On the other hand, there are clients who place complete trust in me and grant me the freedom to represent their buildings in my own unique way. This allows me to express myself more authentically, as I am able to truly feel the essence of the architecture. Nevertheless, I always value and consider the feedback from clients, as it helps me align my photographic approach with the contextual requirements and objectives of the project.

I guess it is very tricky to stick with one particular industry without being bored.

I find it essential to maintain a consistent approach of allowing myself the freedom to explore and expose the true story of the building, even if it may not align with my personal preferences or initial expectations. This commitment pushes me to push the boundaries of my creativity and challenge myself to exceed limitations. Merely capturing images from every corner of a room without a narrative would be unfulfilling to me. Instead, I aspire to infuse artistry and imagination into my work, stepping out of my comfort zone and embracing the process without rushing towards a final outcome. Taking the time to truly absorb and understand what the building is trying to convey is crucial. I believe that every little detail, from the interplay of light and atmosphere to the interactions of people within the space, contributes to the essence of my photographs. I draw inspiration from everything that surrounds me, and I remain open to any project that comes my way.

How do you stay inspired in architectural photography and continue to pursue your passion in the industry? 

Currently, I am pursuing my master’s degree, which I consider a break of sorts. This period allows me to immerse myself in new sources of inspiration and listen to my inner voice. I have intentionally scaled back on personal photography projects to detox from past experiences and find joy in the things around me. It provides me with the opportunity to indulge in the pleasure of capturing photos without any external pressure or constraints. 

Have you encountered any challenges or advantages when working as a photographer in a different country?  

Working with clients from Germany and Switzerland after transitioning from Mexico to Europe has presented me with a fresh start. In my home country, I had established a certain level of confidence and recognition. However, in this new environment, fewer people are familiar with my portfolio and the work I have done. It is a humbling experience that challenges my ego. Nonetheless, it offers an opportunity for me to present myself in a different light and discover new aspects of my capabilities. 

In Mexico, I felt a sense of security that at times hindered me from stepping out of my comfort zone. I did not want to confine myself within the limitations of my own perceived boundaries. Observing my colleagues progressing in their careers, I question whether I am on the right path. A Taiwanese friend in my Master’s class shared a fascinating perspective with me. She explained that in the Western world, emptiness is often seen as lacking something, whereas in the Eastern world, particularly in her culture, emptiness is regarded as the potential for something to happen. I find this way of thinking inspiring and believe that creating space for emptiness allows for possibilities to unfold. 

Furthermore, I cannot ignore the existence of nationality discrimination in society, particularly within the field of architectural photography. As you may notice, there is a noticeable underrepresentation of women in this profession. It is an issue that highlights the need for more inclusivity and equal opportunities for everyone, regardless of their nationality or gender.

As a female photographer, have you faced any challenges or advantages?  

First and foremost, one aspect that I truly appreciate about being a photographer is the immense opportunity it provides for exploration. Through my work, I have the privilege of connecting with diverse individuals, engaging in exciting projects, and discovering captivating locations. At this stage in my life, I am fortunate not to have the added responsibilities of family matters, allowing me a greater level of flexibility in my working hours. I thoroughly enjoy the freedom to manage my time according to my preferences and needs. 

Within the male-dominated market, I have encountered challenges, particularly when it comes to client interactions. Despite clients being aware of my role and expertise, I sometimes sense a lack of complete trust in my abilities. Moreover, there is a noticeable gender-based pricing disparity, with clients occasionally commenting on the pricing of my work in comparison to male photographers. However, overall, I have not encountered significant hurdles as a female photographer. I firmly believe that as women, we have the responsibility to demonstrate our competence and capabilities in the field, proving that we are more than capable of excelling in this profession. 

Are there any photographers or artists who inspire your work? How have they shaped or influenced your approach to the field? 

Undoubtedly, certain individuals have a profound impact on our perspectives as we grow. In my case, one person who has greatly influenced me is the renowned Mexican photographer, Graciela Iturbide. She is a true legend in the field of photography within my home country. What sets her apart is her unique approach to documentary photography, particularly her work with indigenous communities. Rather than merely placing them in a staged setting, she immerses herself in their natural habitat, striving to be a part of their world. This approach allows her to capture their essence and tell their stories in a genuine and authentic manner. I deeply admire her ability to establish a connection and build trust with her subjects, resulting in powerful and evocative images that resonate with viewers. Graciela Iturbide’s work serves as an inspiration for me, reminding me of the importance of empathy, understanding, and genuine human connection in the realm of photography.

Casa de La Cultura / Mexico. Photo: Paulina Ojeda

Have you ever visited Asia or specifically Vietnam? Are there any places on your bucket list?  

Sadly, I have yet to visit Vietnam. However, five years ago, my friends shared numerous delightful experiences they had while exploring the country. Their stories sparked a strong desire within me to embark on a journey to Vietnam, whether for an extended period of six months or simply for a much-needed break. Nonetheless, at that particular moment, I made the decision to fully commit myself to the path of becoming a full-time architectural photographer, leaving me with limited availability to travel. Despite this, I eagerly anticipate the opportunity to visit Vietnam in the near future. Immersing myself in the vibrant culture and daily life of the country is a prospect that fills me with excitement and anticipation.