The architectural visualization industry is in a time of transition. The industry, as a whole is experiencing a shift in the type of rendered output as well as its intended purpose. Architectural rendering projects are moving toward a more focused approach to illustrating a design. Projects are becoming more elaborate in detail and complexity; the surrounding environments are now lush with vegetation and the sun and sky systems manage the weather. Also changing is the constant progression in the capabilities of Autodesk’s media and entertainment software as well as their BIM packages. Their solutions are continually allowing artists to turn the focus back on what is being created, as opposed to the worry of how it’s going to be created. The architecture industry utilizes many different techniques in order to create visual representations of a design for the client or public prior to construction. These representations allow the client or the public to understand the final look of the design and would allow for comments and critiques early on in the design process. They also act as an aid in some of the approval processes allowing information to be transferred more effectively. The techniques that are used, range from crude colored pencil and marker sketches, watercolor paintings, physical scale models, 2d elevation views and more frequently include 3d models and renderings. All these techniques have, up to this point, been generally used to display a design. The purpose being to merely show what it was going to look like. The aim should be higher…and more on point.

The client is Windsor Regional Hospital, the landscape architect was
Bezaire and Associates and the architectural visualization was done
by Dwayne D. Ellis.

All visuals should be purpose driven. That should go without saying. You can have renderings that are displaying the overall look…if that’s the intended purpose. Any project that requires more should be given more. When considering renderings, some of the interrogative questions are a good place to start. The answers will help establish the purpose and direction. Who is the intended audience? What fundamentals or essentials need to be shown to this audience? The most important question, however, is the one that keeps the renderings most on point. What is the primary function of the images and/or animations? The end really should justify the means. Using a grey, lifeless massing model to generate excitement for investment purposes is just not going to be effective. Similarly, using a photorealistic render to do a simple sun shadow study is equally missing the intended purpose. These are extreme examples, but both situations illustrate how inefficient and ineffective they are in different ways but show how equal they are in their failures to the task. Determining what is needed also determines what is required. Depending on the situation, simple visuals are just not the same as fully cultivated viewing experiences that delineate the intended use and feel of a designs space and special attributes. The mini presentations, whether they are still images or movie-like trailers, create a far more immersive experience then leaving it up to the viewer to generate the experience for themselves, based on section views or plan drawings or plain old renderings. The idea is to create renderings that guide the experience. Not with a prod and not with a tether but through the basic language of film and photography. Utilizing camera angles that move and carry the viewer, color and light that affect the audience emotionally and set the mood and, most importantly, the exposure of elements that will help excite and inspire the viewer to want more.

There is a pervading opinion, however, that renderings, especially the type that are referred to here, are somewhat of a luxury instead of standard fare. This sentiment is almost always attached to a budget issue and has little, if anything to do with the need for purposeful renderings. Too often the subject of price supersedes the need and, arguably, one of the more important parts of the process gets cut and the real cost is the benefit that is lost in the more general “look” type renderings unless that type is the point. The renderings go from living to lifeless. With the exception of the more simple, purpose driven render types, such as colored section views and non photorealistic renderings etc, the goal should always be to create an experience. There are a fair amount of freelance artists and studios out there who are generating architectural visualization experiences. One of the best examples is the freelance artist, Alex Roman. His piece, entitled “The Third and the Seventh” (http://www.thirdseventh. com/) has both revolutionary and evolutionary distinctions. It epitomizes the value in the endeavor and is one of the best examples out there of creating an immersive experience from an architectural design. Another great example is the renderings, created by Peter Guthrie (www. peterguthrie.net), in particular the Allandale House project which was designed by William O’Brian Jr. (www. worj.org). Through unique and interesting camera views, interesting lighting and an impressive attention to detail, the space can be appreciated as if you were there, on location, looking through the camera in person. The way that the renderings were created, allow you to visually feel around and familiarize yourself with the extents and features of the design. Peter’s renderings lend themselves to the architects design allowing the viewer the experience before actual construction. There are many studios that are producing amazing work as well. Studios such as Spine3d, Blacksmith Studios, Virtuagi Studios are all creating inspiring, visual experiences.

When it comes to architectural renderings, our reasons for creating them to need to be clear and with purpose. Our output needs to be a representation of that purpose regardless of what it may be. The approach should take into consideration which type of rendering is being done and then what is the most efficient and effective way to do it. There should be a distinction in the approach to doing renderings that are purely informational and ones that are meant to promote an experience. The end product should reflect this. At times, there will be overlap but a diligent analysis of the primary function of the renderings should help in determining the direction and needs of the visuals at the end of which you will have created efficient and effective imagery that is on point and with purpose.

Dwayne D. Ellis is a freelance artist specializing in architectural visualization. He is also an architectural visualization instructor, trainer, author and can be reached at dwayne@dwayneellis.com