ARCHITECTURAL DIGEST took the lead as curators which made for a great kick off week at the Pacific Design Center West Week.   Lectures on Art Collections, Interior Photography, lighting and other aspects of capturing the perfect room were all part of the Keynote Lecture by AD.  The Lecture began with the history of the magazine, announcement of future markets and special interview with featured photographers who discussed their approach to photographing interiors. Using digital photography as a medium yet taking the classical film approach to each project made an interesting point for the lecture.  Film, though considered “traditional” as an approach was used by both photographers in discussing the new digital methods currently the standard in the industry.  The Big Idea for the Keynote was the fact that archives, history, craft and design traditions were still powerful for AD readers, editors, and were the key to building digital channels and platforms for the magazine worldwide. In the end, the story is the thing and a great room, is the building of many things but it begins with a story.