Selling a project through architectural visualization: How firms create compelling narratives for clients
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 @danbarkerHowever, the art of architectural visualization as a job has allowed archit...
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.
However, the art of architectural visualization as a job has allowed archit...
