About Elina Pasok

I’m Elina Pasok, a London-based interior and architectural photographer working with interior designers, architects, hospitality brands and publications.

I’ve been working professionally for nearly two decades, though interiors weren’t where I began. My early career was in press photography – fast-paced, decisive, and rooted in clear storytelling. It taught me how to observe quickly, make confident decisions, and understand what makes an image communicate.

From there, I moved into fashion and portraiture, learning how people want to be seen – and how to translate identity with care and honesty. Interiors eventually brought these worlds together: structure and sensitivity, precision and atmosphere.

Alongside my photography practice, I worked as a Creative Director at a visual media agency, leading global photo and video projects from concept to delivery. I shaped ideas, won pitches, built teams, and oversaw production across multiple markets. I also led a team of illustrators for a consumer brand. These experiences taught me to work calmly, think strategically, and stay focused on what really matters. For me, creativity and clarity go hand in hand.

I’m also an artist. Alongside photography, I maintain a painting practice exploring themes of ecology and health. I’m deeply interested in light – both emotionally and scientifically – how it behaves, how it shapes space, and how it influences how we feel. I sit comfortably between the technical and the poetic, and that balance runs through all of my work.

Today, I collaborate with boutique interior designers, as well as home, hospitality and lifestyle brands. I work as a creative partner, helping shape projects into coherent visual stories for portfolios, press and wider visibility. I care about visibility because I’ve seen how the right exposure can open doors and create momentum. When work is seen clearly, it’s understood – and valued.

I’m particularly interested in how images are used, not just how they look. A good photograph should work hard for you: on your website, in press submissions, and in conversations with future clients.

Outside of work, you’ll most likely find me in a contemporary art gallery, at an immersive theatre show, or learning something new at a workshop. I also teach creative thinking techniques and art mindfulness.

I grew up in a small, snowy country in the north of Europe – Estonia – and have been based in London since 2012.