Retail Concept

ince we use an iterative approach, Architectural specifications can be revised on a design-build basis (like most real-world projects). The client is not bound by a final submission. Production begins with the massing of 3d modeling via wireframes. During this step, black and white 3d renderings (ambient occlusion) are produced and submitted to the client as required to reinforce project direction. This step is extremely useful because the client sees preliminary massing in black and white without being persuaded or distracted by textures and lighting. Here is where the ongoing feedback loop keeps the project moving forward.Although, some clients are satisfied with ambient occlusion as final, most prefer the full experience of photo-realistic 3d rendering.


-Lighting and Texturing

Once the 3d wireframes are complete, texturing can begin followed by lighting. At this point the client can now visualize the space and often have minor revisions to optimize the design. Colors and textures are applied to 3D surfaces to re-create the designer’s concept. It is common for this step to loop several times to achieve the desired look and feel.

-Exterior Renderings

For exterior 3d renderings, the site plan is created after the main structure is developed because the building and site might not interface correctly. This is most evident with sites that have complex grading. Since most CAD drawings are in 2D, elevation changes are not represented accurately in 3D. Some clients provide 3D landscaping files for super accuracy. As noted above, black and white renderings are produced and sent to the client for comments. Once signed-off, the colors and textures are applied to the 3D surfaces.


For interior renderings, furniture is added to the scene and for exterior renderings hard and soft landscaping elements are added. We work with you to select the correct furnishings, trees, cars etc... that suits what you are trying to achieve which depends on your target audience. Accessorizing your scenes should not overpower your virtual environment. You can make a great design look unappealing and vice-versa by selecting inappropriate accessories or by overdoing it. We use high-resolution highly detailed professional 3D model libraries of virtually anything. This is the fun part for us!


The devil is in the details. In 3D, they literally are. Time restrictions might not permit this step but when 3D scenes are detailed, the realism and believability can be enhanced immeasurably. For example by adding simple bolts, door handles, sidewalk expansion joints, building lighting, signage, metal panel connections etc will aesthetically improve the project marketability.


The most effective way of communicating your vision is by far through moving pictures; animation. If the client would like the complete immersive experience we then begin storyboarding animation sequences. There is usually no need for black and white animations because at this stage still color renderings are 99% complete.