Case Study: Enhancing an Interior Space

Mark Surloff was an amateur photographer, working in a family business—and not particularly enjoying himself—when he decided to take a leap of faith.

“I was working with 4×5 and 8×10 cameras, which were perfect tools for photographing architecture at the time. I thought to myself: ‘I have the right equipment, I know how to use it.’ So I put together a few portfolios, handed them to architects, and started getting work.”

Decades later, Mark continues to be captivated by photography, both personally and professionally. As an architectural and interior design photographer, he captures buildings for online promotions, competitions, and inclusion in books and magazines.

“Architectural photography has taught me how to see. When you’re a commercial photographer, you have to walk away from a job having produced beautiful and exciting work, even though it may not seem exciting. A good photographer can make it exciting.”

It’s a niche that comes with a challenge: Often when Mark takes his photos the house isn’t done yet.

“Photography has to be done quickly, sometimes before the homeowner moves in. That means an architect may not have time to do as much as he’d like to get the home staged.”

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That’s where ImageFramer comes in. If artwork is needed to enhance an otherwise sparse-looking space, Mark can source a piece of art, frame it to complement the design, then digitally add it to his photo.

“My goal is to produce a fine end product and ImageFramer is part of that service. I can’t just add an image that’s already framed. I want to be able to do it myself.”

ImageFramer gives Mark a simple way to produce art with a frame and mat both he and his client are happy with.

“Sometimes a client will say, ‘I like the image, but I’m not crazy about that particular frame in that particular room.’ By using layers, I can easily swap things around until the client’s satisfied.”

“I like that you can have multiple layers of mats if you choose to, creating one frame inside another. ImageFramer gives me a lot of possibilities—the frames are beautiful, and they look great [in digital photos] on clients’ walls.”

— Mark Surloff, Architectural Photographer