In retail spaces there is usually a lot going on. The focus is on the sizzle of the sell so typically there is an abundance of dramatic color and lighting with large wall graphics, signage and merchandise displays that add to the mix. Showcasing the integrity of the architect’s design is paramount, so deliberate restraint is essential. The trick is to keep good pictorial balance and avoid what could easily be visual overkill. Decisions about cropping and depth of field — what needs to stay in sharp focus and what can be kept softly atmospheric — are crucial to making a great retail shot sell.

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