Architectural literature has always had a small following of readers. The use of new narrative techniques and narrators, already established or emerging, can increase the number of readers interested in the story of the architectural projects. This, also thanks to the fact that contemporary architecture and design use advanced technologies transferred from other sectors. Writers who understand multiple languages can recount, through storytelling, the complexity of 4.0 architecture. Marketing is moving from (macro)influencers to micro-influencers. Even in the story of architecture, we can move from the mere story of the "architecture archistar branded" to the story of the project. The ability to find contents even on micro-scale, with a great technological and innovative value, could transmit a multidisciplinary vision of the future architecture to a wider and non-sectorial audience. The consequence is a greater architectural culture on a large scale.