Celebrating 100 Years of Bustillo Architects through Conceptual Photography

Challenge

Bustillo Architects, an iconic architectural firm with a century-long legacy, needed a compelling visual narrative to commemorate its 100th anniversary. The goal was to create an editorial feature for Architectural Digest, capturing the essence of Bustillo’s influence on Latin American architecture while maintaining a contemporary and conceptual approach. The challenge was to present a century of tradition through an innovative lens—one that paid homage to the past while inviting a dialogue about the firm’s future.

Solution

To bridge history and modernity, the creative team, led by Peet Pienaar and photographed by Nicolás Frigerio, developed a conceptual photography series that reimagined Bustillo’s architectural masterpieces. The images introduced surreal, unexpected elements—floating organic forms, intricate structural compositions—to juxtapose the firm’s timeless structures with dynamic, evolving narratives. My role as a production assistant involved coordinating locations, visual elements, and ensuring the seamless execution of the creative vision.

The design approach complemented the photography with minimalist, high-impact layouts, allowing the imagery to take center stage. The resulting visual materials became the cornerstone of Architectural Digest’s feature, reinforcing Bustillo Architects' position as a heritage brand with forward-thinking relevance.

Impact

Enhanced brand visibility: The project’s unique conceptual approach distinguished Bustillo Architects in the architectural and design communities, elevating its brand perception beyond classicism into contemporary artistic discourse.

Editorial success: The feature in Architectural Digest positioned the firm as not just an institution of the past but a reference for the future.

Emotional engagement: The juxtaposition of legacy and abstraction created an evocative experience, resonating with a new generation of architects, designers, and cultural enthusiasts.

Thought

In architecture, as in branding, legacy can be a double-edged sword—either a burden or an opportunity for reinvention. This project was a testament to the idea that great design isn’t just about preserving the past, but about engaging in a dialogue with the present. The interplay between classic spaces and abstract interventions spoke to the fluidity of time, the impermanence of form, and the ever-evolving nature of architectural thought.

This project reinforced the power of conceptual storytelling in brand positioning. A 100-year-old firm remained relevant not by looking backward, but by daring to reimagine its narrative in the boldest way possible.