The places, stories and objects that stay with us are rarely the most efficient, or the newest — they're the ones that make us feel something: atmosphere, intimacy, a trace of the human.
I've spent years turning this over, until it became the question beneath everything I make — why do some spaces, stories and objects move us, when so many don't?
I'm Jerry Florez, a Colombian-born, London-based artist & experience designer working across architecture, installation, creative direction, and photography.
My process privileges the intuitive and the imperfect, hand-made processes like analogue photography, material testing — resisting the contemporary gravity toward the efficient and the measurable for efficiency's sake, asking instead,
"How do we want things to feel?"
"How do we want this to be remembered?"
The best projects allow space for collaborating with teams of diverse creators and complementing disciplines, much like the network of creatives I'm proud to have built over the years.
I also take pride in mixing separate practices into one way of paying attention — one idea, tested through whichever medium it asks for, with a brief as a foundation for interrogation.
A photograph of a building, an identity for a small studio, an installation in a room are each an attempt to give form to that feeling.
For those I've worked with, it means an identity, a set of images conveying a 'vibe', or a space that's unmistakably theirs, genuinely felt, and still earning its place long after it's made.
I've exhibited widely — the Royal Academy Summer Exhibition, and in Amsterdam with KOLEKT (published in Polish Vogue) — with photography featured in Dezeen, Wallpaper*, the Architects' Journal and the Evening Standard.
In 2026 I self-published my first photobook, Shapes of Absence* — part of a body of work I've built consistently for the past decade.
See personal work->
I work with creative businesses, cultural organisations and practices — helping them find and express what they stand for, whether that takes shape as a brand and identity, a set of images, or a space.
We make work that is considered, human, and made to last.
If any of this resonates — a project, a shoot, or simply a conversation — I'd genuinely love to hear from you.
contact
studio@jerryflorez.com
and we can talk over a coffee.
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