17WEST
MIAMI BEACH, FLORIDA
Sonder 17WEST Hotel, Miami Beach
( NOW WITH MARRIOT BONVOY)
Role: Interior and Architectural Photographer
Team: Art Director, Monica Franco and Prop Stylist, Oliver Cano
Overview
For this project, I partnered with Sonder’s creative team to produce a refreshed visual identity for 17WEST, one of their signature Miami Beach properties. The goal was to capture the property’s unique architectural character while aligning with Sonder’s elevated yet approachable brand aesthetic.
Goals
Highlight the hotel’s architectural details and charm in a modern, design-forward way.
Create a cohesive image library for use across Sonder’s marketing, booking platforms, and press features.
Showcase the guest experience from tranquil mornings to the energetic, Lincoln Road atmosphere of Miami Beach.
Process
Collaborating closely with the art director, we developed a detailed shot list emphasizing storytelling moments, from lifestyle vignettes to hero architectural shots. The prop stylist curated a collection of textures, local elements, and color accents inspired by the property’s pastel palette and tropical surroundings.
Lighting was intentionally kept natural and airy to reflect Miami’s warmth, while composition focused on symmetry and flow. We staged each scene to feel lived-in yet aspirational, ensuring every image communicated comfort and sophistication.
End Result
The final imagery delivered a strong visual narrative that balanced style and authenticity. The collection was featured across Sonder’s digital platforms and property listings, contributing to increased engagement and brand cohesion within their Miami Beach portfolio.
