Selling a project through architectural visualization: How firms create compelling narratives for clients

2021-10-08T17:40:00-04:00

Is architectural visualization more than a pretty image? The response to this question can be polarizing. Some argue that this advancement in 3D rendering software combined with the lofty ambitions of firms striving to pitch success to their clients has its fair share of pros and cons. However, using hyper-realistic imagery has become an industry standard when "selling" a project.

While these architectural assets keep clients and the general public at the edge of their seats, visual renders also have shortcomings. Let's take MVRDV's Marble Arch, for example. Their proposed project hoped to create "a wonderful opportunity to give an impulse to a highly recognizable location in London." Instead, it created an opportunity for intense criticism.

Previously reported on Archinect: MVRDV’s Marble Arch Mound is a magnet for public criticism. Image on left courtesy of MVRDV. Image on right via Twitter user @danbarker

However, the art of architectural visualization as a job has allowed archit...

Render vs Reality: Mecanoo nails it. Take a look.

2019-02-12T15:38:00-05:00

We've all seen them: photorealistic, high-gloss architectural renderings of new, flashy projects, and then—a few years later—the actual, built reality looks nothing like the too-good-to-be-true visualizations the public was sold on. Natural light, the lack of natural light, dust, humidity, material changes, shoddy construction, and (yikes!) human interaction can drastically widen the gap between the commission-winning, highly publicized, sometimes even iconic renderings and the real building we're left with for eternity.

The team at Mecanoo is all too aware of the phenomenon and has created the Pinterest board "Render vs Reality" where the Dutch firm proudly shows off an array of its completed projects from around the globe side-by-side with the architectural illustrations of these buildings, such as the National Kaohsiung Centre for the Arts, Library of Birmingham, Tilburg LocHal Library, and the brand new Shenzhen Longgang Cultural Centre.

↑ Interior Design of LocHal Library in Ti...

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Selling a project through architectural visualization: How firms create compelling narratives for clients

Render vs Reality: Mecanoo nails it. Take a look.