As the first working week starts, I won’t be offering congratulations, lest you pelt me with leftover salads) Instead, I’ll show you some interesting renders from Norway by Reiulf Ramstad Arkitekter. This is an example of architects caring about the visual aspect of a project. Whether they work with in-house visualizers or an outsourced team doesn’t matter. The main thing is that there is a consistent style that is pleasing to the eye.
Our magazine’s article archives mention two main approaches to archviz: developer and architectural. The main difference lies in the goals and presentation. For the former, the task is to enchant and sell, while for the latter, it’s to show volume and convey the idea. Apartments are sold to ordinary people, many of whom are far from architecture, so the key aspect of presentation here is understandable realism. Architects, however, create material with an emphasis on the professional community, people who need just a quick glance at the plan and facades to form an image of the project in real life.
You can visit the website of the BIG bureau (they've finally updated their site) and find a multitude of projects with technical architectural renders. Both approaches are necessary, as good renders always involve material and temporal labor costs, which architects often simply do not have. Especially when it comes to competitive projects. Therefore, when visiting architects' websites, it’s always surprising to see bureaus with presentations in a unified quality style… and it’s perplexing to see developers selling apartments with "screenshots from Revit".