Welcome to another insightful edition of Media Matters, an exclusive interview series on Fublis where we engage with professionals from the media industry, including journalists, editors, writers, and more.

In this feature, we have the pleasure of speaking with Lorena López García-Alcaide, a unique voice in the world of architectural journalism. With a rich background in both architecture and journalism, Lorena has carved out a niche for herself as an editor at Luis Vidal + Architects. In this interview, she delves into the intersection of her dual training, the challenges of blending technical expertise with storytelling, and her role in shaping the public’s perception of architecture.

Join us as Lorena shares her experiences working at an international architecture firm, her insights on effective communication, and her advice for those aspiring to enter the world of architectural journalism.

How has your unique combination of training in both architecture and journalism shaped your approach to communications within the architecture field?

Lorena López García-Alcaide: For me, dualism is not just a matter of the fields I trained in, but also the countries I did it in. I studied architecture in both Spain and the UK. The first gave me all the technical knowledge, while the latter allowed me to dive into creative waters. Then I continued doing journalism in the UK (to be fair, that combination is something I could only do there, as a mix like that is not possible in my home country). And for that I needed organization, research and analytical thinking.

Although both options may seem dispair at first, I have found they complement each other really well, overlapping enough to make a position as Editor for an architecture firm just perfect.

What challenges have you faced in bridging the gap between these two fields, and how have you overcome them?

Lorena López García-Alcaide: At first, I found that combination -the training of my dreams- had turned out to be a very specific niche… Too much specific, in fact. How could I land a job where I was required to put into practice those particular sets of skills? But I found there’s a whole space for communications within large architecture firms. Once you’re in, it’s all about writing, creating and publishing. And it’s all related to architecture.

Can you tell us about your experience working for Luis Vidal + Architects and how it has influenced your career?

Lorena López García-Alcaide: Working for a large international company means I have a strong support behind my back. When I pitch a story, I am not just “Lorena”, but “Lorena from luis vidal + architects”. It’s not only the fact that working in-house for the studio provides a constant source of content, but also the connections I am allowed to establish being a part of the team. I have gotten to work hand-in-hand with writers and magazined I used to read as a student.

How do you tailor your communication strategy to convey complex architectural concepts to a diverse audience effectively?

Lorena López García-Alcaide: That is something I learnt out of the architectural context. When I first approached a uni task for a non-architect teacher, I realised how used I was to using all this technical language and complex vocabulary. And I needed to change that quick. Soon, I was experimenting with how to make any concept “universal”. And, even though I write mainly for a professional audience now, I always like to think “would my mum understand this?”.

What excites you the most about writing for an international architecture firm, and how do you keep your content fresh and engaging?

Lorena López García-Alcaide: I am excited about the projects coming and going, and the way the whole team make them “ours”. While the design team applies our core principles to make it a “luis vidal + architects” project, we at the communications teams have to work non-stop to ensure a corporate and coherent tone through all discourses. When it comes to design trends and architectural approaches, they are in constant change. And I am always looking for the best way to embrace and speak about that change, making it fit who we are.

How do you balance the technical aspects of architecture with the storytelling aspect of journalism in your work?

Lorena López García-Alcaide: It comes natural. Some days I have to write really abstract stories about the team, while other days I just have to explain a technical detail on a certain project… Working for a large firm with tens of projects at a time means there are always plenty of content awaiting to be created.

How has working in Spain and the UK influenced your perspective on architecture and communication?

Lorena López García-Alcaide: I guess when you work on a national level you get to feel the differences. But working internationally means you get to experience a bit of everything and work very different people. While studying in different countries did influence my path greatly, working is an open-field where there are no actual barriers. Depending on the medium we are collaborating with, the awards we are aiming at, the country we are applying to buing in… We tell the story differently. At the end of the day, I am a storyteller, and that’s what I enjoy doing.

What role does effective communication play in shaping public perception and appreciation of architecture?

Lorena López García-Alcaide: Architects do architecture. Same as lawyers do lay. But all of them are businesses, and they need a communications team and strategy to reach the audience -the clients. Being top-tier means you are constantly competing with some of the best studios in the world. You have to be out there, you have to get yourself seen. And there’s a whole set of departments supporting that from the shadow: communications, finance, business development, visualisation… The communications team shapes the public image of the studio, and we are the ones ensuring coherence while adapting to any specific context.

What advice would you give to someone looking to work in architectural journalism?

Lorena López García-Alcaide: You first have to figure out whether you want to work independently or as part of a firm. While architectural journalism is a niche, it still has a range of options. Working in-house provides you with an endless flow of work, but you always align to a corporate voice. Meanwhile, pitching your own stories allows you to develop your voice. None of them is best, and you get to role-play in both of them. just choose whichever suit you best and make it yours, have fun at it.