Andrew Hetherington was born and raised in Dublin, Ireland. He moved to New York City in 1995 to pursue a career in photography where he spent his formative years assisting some of the cities top photographers. He struck out on his own and was named one of PDN’s 30 emerging photographers to watch in 2003. Since then his work has won awards from American Photography, Communication Arts and American Photo. He is a contributing photographer to Wired and ESPN the Magazine and his work has been featured in GQ, Details, Esquire, Portfolio and Mens Health. He is also the author of the photo blog ‘Whats the Jackanory?‘
You have recently self-published the photography book, A Room With A View. What made you decide to show the work in this way?
‘I decided from the get go that this was going to be a long-term project. I had been shooting it for three years and just kept filing the negs away before I figured out how I wanted to present it. There were a lot of images. Early on I knew that it was all going to be about volume and repetition. The pictures don’t necessarily stand alone by themselves.
‘All the advancements and options available in on-demand publishing made perfect sense to me. I wanted to be able to present the project in book form and a traditional portfolio would not have worked. I would have had to edit it down considering the amount of images involved. There are 220 pages in the latest edition.
‘I also wanted to produce a book that was self-editing. All the rooms are laid out in numerical order so I don’t have to spend hours working or reworking the pacing and the layout. In a way, it’s very organic and takes care of itself. When you see the book, you will realize there are lots of little nuances. Also, it’s just the room number on the page with a location listing in the back. I didn’t want you to know where you were looking at. Some people have turned it into a guessing game’.
How many images do you usually shoot of the inside and outside of your room and do you photograph every hotel room you stay in or only the most interesting?
‘I only shoot one picture of the interior and usually only one of the exterior. However, if I am staying in one room for multiple days, I might take a few further frames of the exterior at another time of day or maybe when the light is more interesting. Then I will choose later. But honestly, usually it’s just the one of each.
‘I try and photograph each and every room I stay in. Sometimes if I am on assignment I might have a very late check in and early check out, so after a long day of work or travel, a few beauties have slipped through the cracks’.
You’ve compiled this work four different times over the last four years of shooting. Are there plans for a master book?
‘One of the reasons I chose to print on demand is that I wanted the book to be ever expanding. That is to say that each new edition contains the pictures in the previous one with new rooms and views I have photographed since. Depending on my travels I usually put out a new edition every four months.
‘I had thought that I would stop at some stage, so yes maybe then I would consider doing a “PROPER” book, but I am still hooked and it has become a habit, a bit of an addiction, and I am still taking the photographs with no intention to stop. Maybe in 20 or 30 years if I am lucky to have a couple hundred more rooms it will be the time for the master’.
Has there been any response (positive or negative) from the hotels/motels that you have stayed in?
‘There has been no response because I haven’t shown the books to any of the hotels I stay in. From the beginning I have always lit the rooms the same way. It’s not very flattering. I wanted it to be uniform so that the rooms would present themselves in a consistent light (no pun intended) and then the ambient light in the exterior shot would be another random factor in the mix.
‘So I guess what I am trying to say is I don’t think I will be getting a gig anytime soon from a chain looking to ooze some subtle sex appeal with moody room shots in its advertising. But hey, you never know’.
Can you tell us a little about your marketing efforts for this work?
‘As an editorial/commercial photographer, the idea of compiling it in book form certainly appealed to my self-promotional needs. I hadn’t done an extravagant piece such as this in a couple of years. I really felt it was a great opportunity to put a new and perhaps unexpected volume of work out. Although I had been working on it for years, only a few people knew. I also wanted to direct it towards new areas and definitely wanted to explore other marketing options and work on expanding the fan base.
‘The first drafts got very positive reviews and when I showed it to David Strettel at Dashwood Books he expressed an interest in selling in. I printed a limited first edition of 20, all numbered and signed. He got ten and sold them for $75.00. A little pricey, yes, but he sold out in about ten days.
‘It helped that it was Christmas and that I had pimped it up on my blog (I still do at every opportunity), but still I was quite taken aback that someone would fork out that sort of money.
‘The subsequent editions have been sent out as a concerted mailed promo campaign to photo editors and art buyers. A lot of the editors get a great kick out of them, especially if they had sent me out on assignment and the room I stayed in on their behalf is featured.
‘I had tried putting images from the book on my main website but it just didn’t really work in the Livebook template I use, so I figured it would be good to keep breathing new life into it with a satellite site. With the help of Rob over on A Photo Folio we figured a blog template would work best. See, in the book there are room numbers and locations but no hotel names or any extra info. I wanted this site to include all that fun stuff and my room rating. Like the book, I wanted the site to be easily updatable. I add two rooms/views a week, although I have been lazy over the holiday break.
‘All the effort appears to have paid off. Much to my amazement the book took first prize in PDN’s Self Promo Competition Extraordinary Promotion and was selected in American Photography 24.
‘I have certainly gotten a lot of mileage out of it’.















































