The architecture culture of the last two decades shows a significant investment in the construction of architectural images. Moreover, a specific but fluid attention to historical continuities is discernible. The research studies how these images are constructions that go beyond their representational function, starting from the hypothesis of the ‘thickness’ of the images and visual discourse produced through them. The research analyses them as forms of anticipated interpretation, as visual constructions that direct the interpretation and do so beyond the individual image and project. This poster focuses on a particular image to unfold the stakes in three dimensions of architectural images. There is a crucial amount of direction done both in the image itself, in the set images of a project, as well as in a concrete setting in which the image is on display. This direction implies a ‘way of looking’ and actively formulates a position in (a) an image culture, (b) an architectural history and tradition and (c) an architectural field.