Photo: Kirill Gorozhanin
It’s been a long time since I’ve seen such dense fog in Moscow as today. The situation with commercial visualizations is similar. The reason is developers' belief that fog adversely affects the sale of square meters. However, with conceptual renders, the situation is the opposite. Architects like presentations in gloomy tones, but typically, they make such images not for developers but for competitions, where such an atmosphere can add points and lead to victory.
If the atmosphere of fog is a rather specific and uncommon approach, then everyone has encountered summer daytime perspectives. Working with developers, I have often faced requests to partially or completely remove shadows from facades. Digging deeper into the reasons, it turns out that, according to marketers, apartments on the shadowy side of the facade, surprisingly, sell worse. Meanwhile, my arguments that frontal lighting makes architecture and facades flat do not always work. A compromise has to be found.
It’s been a long time since I’ve seen such dense fog in Moscow as today. The situation with commercial visualizations is similar. The reason is developers' belief that fog adversely affects the sale of square meters. However, with conceptual renders, the situation is the opposite. Architects like presentations in gloomy tones, but typically, they make such images not for developers but for competitions, where such an atmosphere can add points and lead to victory.
If the atmosphere of fog is a rather specific and uncommon approach, then everyone has encountered summer daytime perspectives. Working with developers, I have often faced requests to partially or completely remove shadows from facades. Digging deeper into the reasons, it turns out that, according to marketers, apartments on the shadowy side of the facade, surprisingly, sell worse. Meanwhile, my arguments that frontal lighting makes architecture and facades flat do not always work. A compromise has to be found.