What began as a personal archive of references during college turned into one of the largest independent architecture platforms in the world. In 2013, Amanda Ferber created Architecture Hunter almost by accident, simply to organize and share the projects that inspired her. Twelve years later, the page has millions of followers. The architect, who has become a specialist in communicating architecture, spoke with idealista/news during her presence at Archi Summit 2025, in Lisbon. With a career that included experiences at Marcio Kogan’s Studio MK27 and at ArchDaily, Amanda Ferber transformed Architecture Hunter into one of the “first architecture curation pages on Instagram in the world.” A bridge was thus created between architects, students, and an answer to a globally curious audience.

Elected by Feedspot as the number one architecture influencer in the world and recognized by Forbes Under 30, Amanda tries to balance shyness with the need to give a face and voice to the project. Today, in addition to keeping the platform active on Instagram and YouTube, she brings her accessible language to webinars, international forums, and educational initiatives that reinforce the mission of democratizing architecture.

Amanda Ferber – Idealista News

Architecture Hunter was born in 2013, when you were still studying architecture. How did the idea come about and what was the initial motivation for creating this platform?
Architecture Hunter was born in a very organic and unpretentious way. During college, to develop my projects, I gathered many references and carried out constant research, all stored on my phone, in a personal way. One day, I realized I already had a huge collection and thought: why not make these references public? That’s how I created an Instagram profile, without big plans, just to share what inspired me. This was in 2013, right at the beginning of Instagram as a platform, which ended up making Architecture Hunter one of the first architecture curation pages on Instagram in the world. What began as a personal habit resonated with people from various parts of the planet.

You worked at Studio MK27 with architect Marcio Kogan and collaborated with ArchDaily. How did these experiences shape the way you look at architecture content?
These experiences were much deeper than simply training my curatorial eye. Being an intern at Studio MK27, which had always been a reference and an idol for me, made me realize that, beyond design excellence, there was a much greater reason for them to be where they are: the culture, the dynamics, the internal processes, the way people were treated, the independence and validation that each professional had there. Experiencing this was transformative and gave me an important insight: maybe I wanted to communicate architecture more than design it. I felt it was essential to show this other side of architecture—the behind-the-scenes, the day-to-day, the culture behind the projects—so that more people could have access to it. This desire, which today is very present in our architecture films, was born there.

At ArchDaily, this perception was confirmed. Since I was a child, I had always said I wanted to be an architect, but the very path with Architecture Hunter made me start questioning whether my place was more in communicating than designing. At ArchDaily, I was able to dive into the behind-the-scenes of the world’s largest architecture news site, understand its areas, processes, and how everything was sustained. That experience reinforced that my role was precisely at this intersection: connecting architecture and people through communication.

Architecture Hunter is one of the main independent architecture platforms on Instagram, with millions of followers. Was there a decisive moment when you realized that this project was no longer a hobby and had become a global brand?
Yes. I remember when I started receiving messages from renowned architects saying they followed the content and had gained clients through the posts. That was a turning point: I realized AH was not just a page of inspiration, but a real bridge between architects and the world. That’s when I understood that I needed to treat it as a business with a global purpose.

In addition, there were two very symbolic moments for me. One was when Jean Nouvel Ateliers launched the Louvre Abu Dhabi project and, in the official Instagram post, tagged Architecture Hunter along with the world’s main architecture media, to draw attention to the project. At that moment, I realized AH was already seen as a desired space by architects—and many, at that time, couldn’t even imagine that behind it was just an architecture student from Brazil.

Another remarkable moment was discovering that Mark Zuckerberg himself followed Architecture Hunter. At the time, he followed just over 300 profiles, and I wasn’t even following him yet. When I followed him back and sent a thank-you message, he replied, and we even exchanged a few messages. For me, that was a very special validation, coming precisely from the “owner” of Instagram, the platform where it all began.

You were elected by Feedspot as the number one architecture influencer in the world. How do you manage this visibility while maintaining such a strong focus on the content and not on your own image?
That one is easy. Today, it may not seem like it, but I’ve always been very shy. Becoming a “public figure” was a big effort, because I understood it would be important to have someone who expressed the “whys” of Architecture Hunter, who represented the brand, and who strengthened the project editorially and entrepreneurially. So, even though I never sought this exposure, I “taught myself” to do it.

I never wanted the title of “influencer”—I confess that, in the beginning, it even bothered me quite a bit. Today I deal better with the term, but I prefer to think of myself as, consequently, someone with influence within the market. Over time, it became clear how to separate these roles: in AH, which has always aimed to be an architecture media outlet, I do not appear. This is essential so that the business can scale without depending on my schedule or my presence. On my personal Instagram, which in this process also became professional, I began to share AH’s behind-the-scenes and lighter content about architecture, creating a closer and more human space to connect with people.

What are the criteria you use today to select the projects you share? Is there a particular aesthetic, concept, or emotion you try to convey?
We look for authenticity, architectural quality, and cultural relevance. We like projects that have identity, that engage with the place where they are located, and that evoke some kind of emotion—whether through innovation, simplicity, or the way they connect with those who live them.

At 24, you were included in the Forbes Under 30 list in Brazil. What did this recognition mean to you?
It was a very special moment. More than a title, it was a sign that it was worth continuing to believe in something that started small but had a clear purpose. Like it or not, I had never planned, from the beginning, to get where I did with AH. It was born as a hobby. So, there was always—and there still is, at times—a certain lack of self-confidence in my own path and in my choices.

I think it’s beautiful when the process of transformation happens from the inside out, but I believe that sometimes it can also come from the outside in: people around us can help us see our strengths and potential. For a 24-year-old girl, an architecture graduate and still at the beginning of her entrepreneurial journey, insecure and trying to understand what to do, being on Forbes Under 30 was like a lighthouse. It made me realize that maybe I was aiming in the right direction, that I was doing something right, and that, in some way, I was already achieving very special things.

What has been the greatest lesson you’ve learned over these years of creating content for different platforms?
The greatest lesson is that consistency and authenticity are worth more than any formula. Platforms change, algorithms change, but the commitment to quality and truth in content is what builds trust and longevity.

Today, what is the main mission of Architecture Hunter?
The mission is to connect people with architecture in an inspiring and accessible way, without losing depth. We want a student in the interior of Brazil and an architect in Tokyo to be moved and reflect on the same project, even if they are thousands of kilometers apart.

And what are the next steps for Architecture Hunter?
The next step is to expand our presence, both in the physical and digital worlds, exploring new content formats and mixing architecture with other creative fields. This year, we launched our fourth pillar: education. This pillar will continue guiding many of our next projects, always in balance with the other three pillars that define AH: inspire, inform, and entertain.