When Sony Wants to Show What Architectural Photography Can Be, They Call a Sony Artisan of Imagery.
In 2017, Sony selected Marc Weisberg a former Sony Artisan of Imagery — to lead an architectural photography photowalk through two of New York City’s most visually demanding neighborhoods: Madison Square Park and the Flatiron District. The assignment was simple in concept and demanding in execution: demonstrate how to harness natural daylight to capture the architectural grandeur, scale, and detail of one of the world’s most photographed cities.
Sony Artisan photowalks are not open invitations. They are curated events where Sony puts its most technically accomplished photographers in front of an audience of serious shooters to demonstrate real-world technique at the highest level. Being selected to lead one in New York City — on Sony’s dime, in front of Sony’s community, is a statement about where Marc stands in the hierarchy of architectural photography.
This post documents that shoot: the location, the light, the technical approach, and what the resulting images demonstrate about the standard Marc brings to every commission — from a luxury estate in Newport Beach to a $300 million commercial development in downtown Los Angeles.
“Sony does not send just any photographer to represent the Artisan of Imagery program in New York City. They send the one whose work makes the strongest case for what the technology can do.”
Orange County · Los Angeles · San Diego
Luxury Real Estate & Architectural Photography
Trusted by Christie’s International Realty, CBRE, and Irvine Company.
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Madison Square Park and the Flatiron District: Why This Location Demands a Different Eye
“The Flatiron District is one of the most photographed places on earth. The challenge is not finding something to shoot — it is finding a perspective no one has seen before.”
The Flatiron Building is iconic. Every tourist with a smartphone has photographed it from the same three spots. What Sony wanted Marc to demonstrate was something fundamentally different: how a trained architectural eye finds the geometry, the light, and the perspective that turns a familiar landmark into a compelling image — one that reveals something about the structure rather than simply recording its existence.
The photowalk covered the Madison Square Park area and the broader Flatiron District — a neighborhood dense with late 19th and early 20th century commercial architecture, cast iron facades, and the kind of layered urban geometry that rewards photographers who understand how light moves through a built environment over the course of a day. Marc’s approach centered on harnessing natural daylight as the primary tool — no strobes, no artificial fill — and working the aperture range from f/1.8 to f/11 to demonstrate how depth of field decisions shape the relationship between foreground detail and architectural context.
The same principles Marc applied in New York that day are the ones he brings to every architectural commission in Southern California — whether it is a glass-and-steel commercial tower in downtown Los Angeles, a historic estate in Pasadena, or a luxury multi-family community in Irvine. Light is the material. Architecture is the subject. The photographer’s job is to understand both well enough to show each one at its best.
The Technical Approach: Daylight, Aperture, and the Art of the Architectural Point of View
“From f/1.8 to f/11 — the aperture range is not a technical exercise. It is a decision about what the image is actually about.”
One of the core lessons Marc taught during the Sony photowalk was how aperture selection fundamentally changes the story an architectural image tells. At f/1.8, a single facade detail isolates against a soft urban backdrop, the image becomes about texture, material, craft. At f/11, the entire block snaps into focus, the image becomes about scale, context, and the relationship between structures. Neither is right or wrong. Both are intentional decisions made by a photographer who understands what they are trying to say.
This is the same technical intentionality Marc brings to luxury real estate and commercial architectural photography in Southern California. A $25 million oceanfront estate in La Jolla photographed for Christie’s International Realty demands a different visual language than a 1 million square foot CBRE industrial logistics facility in Los Angeles. The aperture range, the light quality, the time of day, the relationship between interior and exterior, every technical decision is made in service of communicating the specific value of that specific property to that specific buyer or tenant.
The Sony mirrorless system, the platform Marc shoots exclusively, gives him the dynamic range and low-light performance to execute those decisions without compromise. It is not the only reason Sony selected him to represent the Artisan of Imagery program, but it is part of the same story: the right tool, mastered completely, in service of the image.
Orange County · Los Angeles · San Diego
Luxury Real Estate & Architectural Photography
Trusted by Christie’s International Realty, CBRE, and Irvine Company.
Your 10-minute call is free. Your image is everything.
What Being Selected by Sony Means for Your Commission
“Sony does not select photographers for the Artisan program based on their social following or their marketing. They select them based on one thing: the work.”
The Sony Artisan of Imagery designation and the New York City photowalk selection are two data points that point to the same conclusion: Marc Weisberg operates at a level of architectural photography that a small number of photographers worldwide can claim. That level did not come from equipment or sponsorship, it came from 26 years of commercial assignments across luxury residential, high-end commercial, and multi-family residential photography throughout Southern California and beyond.
* Luxury Residential Clients: Christie’s International Realty, Sotheby’s International Realty, Berkshire Hathaway, and Compass have trusted Marc to represent properties ranging from $5 million to $100 million across Orange County, Los Angeles, and San Diego. These are commissions where the photography is a direct input into the buyer’s decision-making process.
* Commercial and Architectural Clients: CBRE, Cushman & Wakefield, JLL, Clune Construction, Rexford Industrial, and Silverstein Properties have commissioned Marc on projects ranging from $30 million to over $1 billion. The same technical standard that Sony recognized in New York City is the standard these clients rely on for their institutional-scale assets.
* Luxury Multi-Family Residential: The Irvine Company, one of the largest private real estate companies in the United States, is among Marc’s long-standing clients. Lennar, and other major multi-family developers across Southern California have trusted Marc to produce the lifestyle imagery that drives leasing velocity at scale.
What Clients Are Saying
Real Client Experiences
From commercial and residential photography projects
“Marc is a consummate professional photographer. He always meets our deadlines and exceeds expectations. His attention to detail and open communication provides us with confidence that we have elected the right photographer for every assignment.”
Tanya von Marschner
Executive Production Associate, HFF Brokerage
“Marc is an exceptional architectural photographer. He has a strong ability to understand a project’s intent and translate it into clean, compelling imagery that elevates the asset. His attention to detail, professionalism on site, and consistency across large projects make him a go-to partner for architectural and commercial work. Highly recommended for anyone looking to present their properties at a high level.”
Terence Truong
Production Manager, IG1 Communications
“Working with Marc is always a rewarding experience. Not only does he have a great eye for capturing interior design, but I’m always excited to see how his view of the space translates in the photograph. Marc’s stunning photography speaks for itself.”
Andrea Bruley
Principal Designer, ASID
“Working with Marc Weisberg was seamless and enjoyable. His keen eye and outstanding quality captured me at my best. The stunning images exceeded my expectations and perfectly reflected my vision. Highly recommended.”
Samia Verbist
Interior Designer, ASID
“Marc delivered stunning branding and advertising images that perfectly captured the spirit of our top-ranked K-12 school. His work has been instrumental in promoting our school to donors, engaging the community, and attracting new families. His creativity, professionalism, and seamless process made him the ideal partner for this important project.”
Jasmine Broderick
Marketing & Communications Manager, Tarbut V’Torah, Irvine
“We have worked with Marc on commercial photo shoots, and he always maintains a sense of professionalism within our client spaces. He is very responsive with our various scheduling needs. Marc’s images are top-notch. Highly recommended.”
Alison Kermode
Clune Construction Company
“Marc possesses a keen eye for bringing out the best in his subjects. No matter the marketing need, executive headshots, high-profile corporate events, or other initiatives, Marc is the expert who can tell your story in an incredibly impactful and action-oriented way without words. He’s a true craftsman.”
David Oates, APR
Principal, PR Security Service
“These are incredible. Our marketing team actually used the word ‘incredible.’ We are super excited to get these out there and get some tenants in this space.”
Rexford Industrial Properties
Commercial Real Estate
Frequently Asked Questions
* What is a Sony Artisan of Imagery photowalk? A Sony Artisan photowalk is a curated photography event led by one of Sony’s selected Artisan photographers. Sony organizes and funds the event, selects the location, and invites participants from the photography community to shoot alongside the Artisan and learn real-world technique directly. Being selected to lead one is a recognition of technical standing within Sony’s photographer program.
* Why did Marc choose the Flatiron District for the photowalk? The Madison Square Park and Flatiron District area offers an extraordinary density of architectural variety, cast iron commercial facades, late 19th century commercial buildings, and iconic 20th century landmarks — all within a walkable radius. The area also presents challenging natural light conditions that make it an ideal environment for demonstrating real-world architectural photography technique.
* What markets does Marc serve for architectural and real estate photography? Marc photographs luxury residential estates, high-end commercial and architectural developments, and luxury multi-family residential communities throughout Orange County, Los Angeles, and San Diego. Commercial commissions have ranged from $30 million to over $1 billion. Residential commissions range from $5 million to $100 million.
* Which clients has Marc worked with? Marc’s client roster includes Christie’s International Realty, Sotheby’s International Realty, Berkshire Hathaway, CBRE, Cushman & Wakefield, JLL, Irvine Company, Clune Construction, Rexford Industrial, Silverstein Properties, Compass, Adobe, Sony USA, and Westfield Century City, among others.
* How do I book Marc Weisberg for a commission? The fastest way to get started is a free 10-minute call to discuss your project scope, timeline, and deliverables. Use the scheduling link below.
The Standard Sony Recognized. The Standard Your Property Deserves.
“From the Flatiron District to the Pacific Coast Highway — the same eye that Sony sent to New York City is the one behind every commission Marc takes in Southern California.”
The New York City photowalk was one moment in a 26-year career built on a single principle: the image is either exceptional or it is not good enough. That standard does not change based on the size of the project, the market, or the client. It applies equally to a $5 million Newport Beach estate photographed for Berkshire Hathaway and a $500 million mixed-use development photographed for CBRE in downtown Los Angeles.
For luxury residential clients in Orange County and Los Angeles, that means images that make a property impossible to scroll past, images that communicate the quality of the space before a buyer ever schedules a showing. For commercial clients across the Southern California development and brokerage market, it means photography that performs at the level of the asset it represents and supports leasing, investment, and marketing objectives at institutional scale.
For multi-family residential clients — from Irvine Company communities in Orange County to Lennar developments across the region, it means lifestyle imagery that closes the gap between an empty floor plan and a signed lease.
Orange County · Los Angeles · San Diego
Luxury Real Estate & Architectural Photography
Trusted by Christie’s International Realty, CBRE, and Irvine Company.
Your 10-minute call is free. Your image is everything.
View the full portfolio: Luxury Residences · Architecture & Commercial · Multi-Family Residential
Marc Weisberg is an Orange County-based architectural photographer with over 26 years of experience serving luxury residential, commercial, and multi-family clients throughout Southern California. A former Sony Artisan of Imagery, Marc’s work has been published in over a dozen books and featured by Adobe, Sony USA, Christie’s International Realty, CBRE, Irvine Company, Cushman & Wakefield, Clune Construction, Berkshire Hathaway, and Rexford Industrial. Commissions range from $5 million luxury estates to $1 billion commercial developments across Orange County, Los Angeles, and San Diego.
