The Instagram Effect: How Vertical Photography is Reshaping the Way We See Architecture

Herscoe Hajjar Architects Blog

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Original Author: Kalina Prelikj

Beautiful architecture is framed in the eye of the beholder. But what happens when that frame keeps getting narrower?

For many social media managers and regular users alike, Instagram’s latest grid update has been a real headache (and that’s putting it mildly). Our carefully curated feeds and neatly designed templates (all built around the familiar square grid, I might add) were disrupted practically overnight.

Of course, this isn’t just about one app making a sudden design choice. It’s part of a much larger shift that’s been unfolding for years. Vertical images have quietly taken over our screens, becoming the default way, we consume content. Platforms like TikTok and features like Instagram Reels and Stories have conditioned us to expect everything in portrait mode, reinforcing vertical framing as the norm.

For architecture, this shift is particularly interesting. The discipline has historically relied on wide, horizontal compositions — a format better suited to capturing buildings in their full context. But as social media reorients itself (literally), how architecture is framed and shared is shifting too.

This change isn’t just about aesthetics anymore. It’s about visibility. What gets shared, engaged with and ultimately remembered is increasingly dictated by the format of the platforms we use. And when a dominant medium favors one kind of representation over another, it inevitably shapes what we see, what we value and what we think architecture should look like.

As a discipline, architecture has long embraced verticality. From Gothic cathedrals to modern skyscrapers, heights have symbolized ambition, power and progress. But despite this upward trajectory, architectural photography took a different path — one that, for much of its history, favored width over height.

Early photography borrowed from painting and printmaking, both of which emphasized wide, contextual compositions. Capturing buildings in isolation was rare. Instead, photographers framed them within their environment; streets, plazas and adjacent structures were all part of the visual story. This approach extended to both exteriors and interiors, where wide-angle shots preserved a sense of scale and spatial relationships.

Even as technology evolved, horizontal framing remained dominant. Print layouts in magazines, books and exhibitions reinforced the preference for wide compositions, making vertical images less practical. Even early digital platforms, architecture blogs, forums and social media in its infancy, continued to favor these conventions. But then came the smartphones. And they changed everything.

Social Media and the Reinvention of Architectural Imagery

Unlike desktops, smartphones weren’t designed to be turned sideways for casual browsing (unless, of course, watching Netflix counts). As mobile devices became the primary way people consumed content, vertical images started to take over. At first, this shift was subtle. But as platforms like Instagram, Snapchat and TikTok prioritized vertical content, the format became an expectation rather than an option.

What was once an artistic choice was now a necessity. And for architectural photographers, this shift meant rethinking how buildings were captured, framed and, ultimately, perceived.

With vertical framing now the default, architecture itself is being reframed — both literally and figuratively. Social media has dictated not only how architecture is documented but also how it is seen. Buildings designed with wide, horizontal gestures struggle to translate in a digital landscape that prioritizes tall, narrow compositions. Spaces that once relied on scale and context to communicate their presence must now fit within a narrow frame.

The Architectural Photography Dilemma: Adapting to Vertical Formats

So, does vertical framing change how architecture is understood? The answer depends on what we value in architectural photography.

For decades, wide compositions were favored because they provided context, showing not just the structure itself, but its relationship to its surroundings. They captured scale, spatial depth and the way a building functioned within a larger urban or natural environment.

Vertical framing, by contrast, compresses that narrative. It isolates rather than situates, emphasizing height at the expense of breadth.

For some buildings, this is an advantage. Skyscrapers, staircases, narrow towers and dramatic vertical interiors thrive in portrait-oriented compositions. Their scale and proportions align naturally with the format, making them more impactful in vertical photography than they might have been in traditional horizontal shots.

But for low, sprawling buildings, complex urban environments and interconnected spaces, vertical framing presents a challenge. These types of architecture were never designed to be understood in a single, narrow crop. Cropping out adjacent structures, open courtyards or pedestrian interactions flattens a building’s identity, reducing it to an isolated fragment rather than part of a larger whole.

If vertical photography is shaping how architecture is represented, what does that mean for the way we engage with it? For one, it shifts emphasis. Instead of experiencing a building as part of a larger environment, we increasingly see it as a standalone object. The relationships between structures, the way they define public space or how they integrate with the urban fabric. These are details that often get lost in a format that prioritizes height over breadth.

For architectural photographers, this raises a new challenge: how do you capture a building’s full story when platforms reward a cropped, decontextualized view? Some have adapted by layering content, using vertical panning shots, stitched sequences or cinematic reels to reintroduce movement and depth. Others lean into exaggerated angles, stretching a building’s height to make it feel even more monumental.

But not all buildings can be made to fit. What happens to architecture that resists vertical framing? Does it become less visible, less shared, less valued? If spaces that perform well in a vertical format dominate the architectural discourse online, could that, over time, shape what kinds of projects get attention — and funding?

This brings us to an even bigger question: if the way we capture architecture is shifting, could that eventually influence the way we design it?

We already know that architects consider social media when designing buildings. Some projects integrate bold, photogenic elements — oversized staircases, colorful façades, immersive interior corridors — knowing that they’ll circulate online. But could verticality become part of that equation?

It’s too early to say for sure. There’s no evidence (yet) that architects are designing vertically because of social media. But the broader trend of designing for the feed is undeniable. If visibility plays a role in an architect’s success and social media is a key factor in a building’s reach, could vertical-friendly features become more common? Would architects subtly adjust proportions, stretch facades or create spaces that align better with how people photograph them?

This isn’t just a question for architects; it’s a question for how architecture is valued. If what gets seen gets remembered and what gets remembered gets prioritized, then how architecture is photographed matters more than ever.

The shift to vertical photography may not be changing how we build — yet. But it’s already changing how we see, share and engage with architecture. And in a world where perception shapes reality, that might be enough to push design in a new direction.

Article Reposted by Herscoe Hajjar Architects

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Good Design During this Time

To ensure we are ready to navigate what’s next for Herscoe Hajjar Architects, it’s vital that we reactivate our space to balance health and safety for our employees and clients. Also, that we continue to respect each other’s well-being. Preparedness, agility, and resilience will be key as we start to consider the “New Normal” and Good Architectural Design is part of this reality.

Understanding Modern Home Design

Good architectural design needs to be more than a pretty house. As architects will tell you, good design is based on understanding the client's activities, the spaces those activities require, an understanding of space, perception, and familiarity with a multitude of building materials and products; all are important in these times.

Good architectural design and home plans must keep water and weather out, and control light, heat, and humidity; it must consider durability and upkeep of the products used, and the access needed to maintain building systems; it must include selection of the optimum structural, mechanical, and electrical systems; it cannot ignore permit fees, energy costs, utility costs, or taxes. Again, all are important considerations in these uncertain times.

Architectural Design In Light of COVID-19

When asked if he is seeing a change in design trends due to COVID-19 pandemic, architect Rob Herscoe says, “Clients are planning for home-schooling and planning tennis courts and basketball courts—a lot of things people would go somewhere to use, are now on their own property. Kids have play rooms and ample outdoor space to build treehouses. And people are building home gyms, knowing they’re not going to use their health club memberships.”

We must look at a perspective project not just as an individual structure, but as an interconnected part of a much larger world. We must continue to study and examine the way that the house design will appear aesthetically in context, consider the position of the sun, and examine the use of the space to consider the best design path for good design.

Architecture has always been an adaptive profession, therefore, we must envision the home during the so-called “new normal” as a place where families could live, work and play and should be “quarantine-friendly.”

What we do at our practice is architecture and design, but it’s also art.

Human experience drives our practice.

Interview with an Architect: Herscoe Hajjar Architects are often interviewed for Editorial Articles in some of the most prestigious home magazines

Q: Describe the architectural style of the home and the setting of the area:

A: The style is a contemporary version of a Florida Courtyard Home where the Entry is via a gate within a walled Courtyard which allows the typical ceremonial front yard to become an active environment to the home for entertaining and private break outsitting  area. As the property sits adjacent to a Cypress Preserve the Homeowners were very keen to celebrate the whole  natural setting rather than just one focal point of a waterway. The property utilizes natural vegetation that links into the preserve so there is no hard designation of the home owners property which allows the home to feel built within a larger property.

There were different secondary entrances that gave access to the master suite from a separate garage so the homeowners could choose how to navigate the ever changing daily flow of people to and from the house. A key way to make a house work for a family of different personalities and needs is to not force cross path circulation that invades privacy unless desired. The stair to the second floor is off of a side hallway so the older kids and guest can come and go without passing thru public spaces. The master wing side of the home provides entertaining space that can allow multiple entertaining scenarios that can occur comfortably right next to each other while providing the privacy, and egress to support this.  

Q: If applicable, describe any challenges in building the home and how they were overcome:

A: The main challenges were how to educate the Gated Community HOA that there is more than one way to design a home that is contextual to the neighborhood. The typical street presentation of most homes is to create an obvious embellished front entry door element akin to a portico, tower, or Porte chocere.  For this home we wanted a more humble entry sequence that utilized a more mysterious  approach of sequential processing that courtyard style provided. And it truly worked, as passerby’s are continuously trying to see beyond the gates of this unique home.

Q: How you came to work with designer:

A: The Design team was assembled by homeowners early in the planning stages so that we were able to collaborate in developing a layout that supported the specific needs of the clients lifestyle ranging from how to support a busy families need for individual privacy and at the same time welcome friends and extended family. Having worked with this designer on many projects before the collaboration was effortless as our relationship had history and mutual respect that allowed us to banter and collaborate like good friends rather than each trying to protect their own design authorship. Having that history between our firms allowed us to anticipate ways to bridge the architectural and interior design into one.    

Q: How did you come to work with the homeowners:

A: We had met and interviewed with the homeowners many years prior to the commencement of this project and that gave them the opportunity to follow our work so when the project started they felt confident with their selection of a design team which gave us their complete trust which is essential to a great design process.

The design of this home was as rewarding as the execution. It was actually fun and enjoyable. Of course there is always the budgetary constraints that guide any project but the level of trust and mutual respect made navigating these challenges logical and easy. We respected our clients budgetary constraints and strove for designs and details that were appropriate while still providing unique and personal style.

Q: Feel free to add any other historical or personal references that might be of interest:

A: I know this might seem a rather mundane issue but there was a functional desire for the home to have a 4 car garage. This sometime leads to an obvious street composition of a central auto court with two symmetrical garage wings. As this home was more personal and unique than a spec house, we made the narrative that the one set of garages was an old stone outbuilding that was there and we incorporated it into the design of a more contemporary home. This garage becomes a unique feature from both the street and within the front courtyard that creates a setting for the home.

All Fired Up: How Architects in Naples, FL are Getting Ready for 2021

The optimistic vibes brought on by the new year will be felt more strongly than ever, given the tumultuous 12 months we’ve all been through. Of course, the talented community of architects in Naples, Florida will be quick to remind you that, despite the welcome arrival of 2021, their daily professional home design challenges remain. As Monday, January 4, brought with it more Zoom meetings with clients, consultants, contractors and everyone in between, not to mention late night CAD & Revit revisions and the traditional tidal wave of caffeinated beverages, it might feel like a big ask to hit the ground running this new year.

Well, fear not: There’s nothing like a good new year’s resolution to focus the mind and stoke one’s motivation once more. Consider this your guide to injecting fresh impetus into your work, and here’s to a healthy and prosperous 2021!

Use 2020 as inspiration for your designs- The past 12 months have been primarily about survival — as an individual, as a family, as a company. Still, that hasn’t stopped architects from flexing their creative muscles to generate new architecture styles and design solutions, aiming to provide healthier, more robust and more flexible spaces for society. We’ve seen adaptable apartment floor plan layouts to aid those working from home, mobile medical units that can be rapidly deployed to where they are needed, and public spaces that take advantage of our evolving urban landscape. Even as the pandemic subsides, try to maintain your spirit of innovation, exercising those create instincts to that, when the next crisis hits, you are well placed to pioneer positive solutions through design.

Keep drawing by hand - By now, it has become something of a clichéd rallying cry, but the assertion that “drawing isn’t dead” remains as true as ever. Computer renderings have their place — despite an awful lot of bad press in recent times — but for the fluid articulation of ideas and the communication of concepts and home plans to clients, nothing beats a good, old-fashioned drawing. Sharpen those pencils and make sure everyone in your studio has one, from director to intern.

Experiment with new materials - With climate change now a constant presence in the minds of designers, it’s critical architects keep abreast of emerging materials and products that help to reduce the environmental impact of construction. Last year’s A+Award winners included acoustic panels made from coffee sacks and shingles crafted from plastic waste, and this year’s program is set to showcase even more material innovations.

Continually research these interesting (and often beautiful) materials, and make sure to impart this newfound wisdom on to your clients. The more they are informed of the environmental impact of their project and the options available to them, the easier it will become to convince them to break with convention and build with something new.

Listen to your local community - Given the year we’ve just navigated through, it’s more important than ever to listen to our stakeholders. Listening to the views of community groups and local residents will help architects better understand the changing needs of populations as their living and working conditions evolve in the upcoming months.

In a digital age when everyone’s voices can be heard, design is becoming increasingly democratic, and architects will retain their cultural relevance by taking all viewpoints into account and showcasing authentic architecture. Join your local community groups on Facebook, follow YIMBY, and attend local planning meetings online wherever possible — you’ll be amazed at what you can learn, and how it could inform your designs, particularly in relation to public spaces and civic projects.

Become an adaptive reuse expert - The pandemic has forced people all over the world to rethink how they live and work — often within the same space. Meanwhile, with many companies shifting to a work-from-home state, millions of square feet of office space have been left vacant. These radical shifts have presented developers with difficult questions — what kinds of homes will dominate future markets, and how can they make those commercial high-rises financially viable in the long term?

It’s up to architects to help their clients turn these challenges into opportunities. Research the world’s best adaptive reuse projects and hone your expertise in this field. Understanding how to transform existing spaces will give you a competitive each in urban centers around the globe — and inform your designs for new constructions, as well.

Read more - With the working hours that architects tend to keep, it can prove difficult to keep your eyes open long enough for a bedtime read. However, if you can allocate only 10 minutes of quiet time to flick through a few pages at the end of each day, you’ll be amazed at the new ideas and fresh inspiration that can be found.

Speak up for what you stand for – the best architects tend to let their designs do the talking, and will undoubtedly continue to do so throughout 2021. However, there is also great value to be found in conversation, whether that is via a live stream on Facebook, a virtual seminar hosted by your local university, or even a TED Talk by the likes of Thomas Heatherwick, Bjarke Ingels or Architizer’s own Marc Kushner Architects can communicate their values and promote great design by telling stories, encouraging people to ask questions about the built environment that surrounds them. Sometimes — just sometimes — it’s good to talk.

Copy Edited & Reposted from: Architizer

Herscoe Hajjar Architects Unveils Plans for 5th Avenue South Multi-Use Structure

Bridging Historic Downtown Naples with Contemporary Flair

Naples, Florida, December 17th, 2020-- Prominent Southwest Florida architectural firm, Herscoe Hajjar Architects, has been approved for plans for a multi-use structure, which will be located in the former Paddy Murphys location on 5th Avenue South in Naples. Herscoe Hajjar Architects has helped craft the landscape of Southwest Florida architecture for over three decades, and is dedicated to preserving the coveted lifestyle, beauty and homage to our history while introducing modern comforts and unprecedented style.

Herscoe Hajjar Architects has had the privilege of completing hundreds of impressive and upscale projects in the Southwest Florida area and specializes in both residential and commercial design. Led by Rob Herscoe and Michael Hajjar, the architectural firm can complete any size or style of project, ranging from traditional to modern, small or grand. With a belief that all styles of architecture bring unique design, the team works closely with the client to ensure that the vision is always met. Through a multi-phase design process, the team works to create some of the most impressive structures in the area. Featured in such publications as Veranda Magazine, Florida Design Magazine and Home & Design, and receiving such accolades as numerous Sand Dollar Awards and the Best of Houzz, the expertise and client dedication at this firm is simply unmatched.

With a vision to enhance the lifestyle of full and part-time residents, visitors and businesses alike, the property owners seek to portray 5th Avenue South in all its glory. Blended with traditional and modern aspects, the project enhances the flair of the area with upscale design and historic tributes, and no other firm can create that vision quite like Herscoe Hajjar Architects.

The firm has previously been honored as a Peoples Choice Award winner for its participation in the Four Corners Competition, which seeks to represent the classic dilemma of urban growth. As designers seek to build out an urban environment to keep up with the demands of the area, history has a tendency to become lost. Herscoe Hajjar Architects focused on shaping the future of planning of this important part of our evolving city, and was recognized for its impressive project in this competition.

Rob Herscoe speaks about the 5th Avenue South project and what it means to the community.

“Herscoe Hajjar Architects is a small studio that delivers a personal touch to both commercial and residential clientele, who desire something special. Not only have we been a part of Southwest Florida for decades, we have helped shape the landscape of our unique and wonderful community, and we look forward to continuing our work as we watch the evolution of Naples unfold. We took extreme care in the planning of this project to ensure the historic element remained, yet evolved into a modern design as well. We're looking forward to bringing this plan into fruition soon,” he says.

About Herscoe Hajjar Architects

Herscoe Hajjar Architects specializes in both residential and commercial architecture, eclectic in style from Cutting Edge Contemporary to Old World traditional. Their residential designs can be found in Naples’ most iconic neighborhoods including Port Royal, Old Naples, Aqualane Shores, The Moorings, Bay Colony, Mediterra and Talis Park.

Herscoe Hajjar Architects Receives 2019 Best of Naples Award

Naples Award Program Honors the Achievement

NAPLES November 14, 2019 -- Herscoe Hajjar Architects has been selected for the 2019 Best of Naples Award in the Architects category by the Naples Award Program.

Each year, the Naples Award Program identifies companies that we believe have achieved exceptional marketing success in their local community and business category. These are local companies that enhance the positive image of small business through service to their customers and our community. These exceptional companies help make the Naples area a great place to live, work and play.

Various sources of information were gathered and analyzed to choose the winners in each category. The 2019 Naples Award Program focuses on quality, not quantity. Winners are determined based on the information gathered both internally by the Naples Award Program and data provided by third parties in the community. Herscoe Hajjar Architects is known throughout the entire Naples building community as the premiere residential Architecture firm when looking for personalized custom home design. Rob Herscoe and Michael Hajjar are alongside each and every client no matter the square footage of a project. Specializing in clever renovation opportunities that aim to keep the integrity of charming homes that are unique to Olde Naples.

About Naples Award Program

The Naples Award Program is an annual awards program honoring the achievements and accomplishments of local businesses throughout the Naples area. Recognition is given to those companies that have shown the ability to use their best practices and implemented programs to generate competitive advantages and long-term value.

The Naples Award Program was established to recognize the best of local businesses in our community. Our organization works exclusively with local business owners, trade groups, professional associations and other business advertising and marketing groups. Our mission is to recognize the small business community's contributions to the U.S. economy.