Architectural visualization – an overview

What is 3D architectural visualization?

Architectural visualization describes the process of software-supported 3D representation of architectural designs for the purpose of presenting or selling architecture and real estate. Today, 3D architectural visualization is one of the most widespread areas of application for computer graphics and is now an integral part of architecture studies. Students learn about the possibilities of 3D visualization at an early stage and are familiarized with the basics of the software. As a result, almost every budding architect today already has a basic knowledge of the possibilities of rendering and the three-dimensional representation of their designs.

Specialized 3D agencies go one step further: experienced and well-trained 3D artists work together with architects, landscape architects, interior designers and other creatives on 3D architectural visualizations at a higher level. They have high-performance workstations and often their own render farms (server clusters whose sole task is to render the visualizations) at their disposal. This type of software and hardware infrastructure is extremely expensive to purchase and maintain and is therefore not worthwhile for most architecture firms. The need for external service providers is therefore correspondingly high. This is one of the reasons why the market for 3D agencies has experienced a real boom over the last 15 years.

This was not always the case: for a long time, the elaborate, spatial representation of architectural plans was reserved for selected and, above all, high-priced projects. This changed abruptly in the early 2000s with the development of more powerful graphics processors and easier-to-use 3D software. Since then, almost every architectural design and every real estate project has been 3D-visualized. What in architectural presentation primarily serves to clarify spatial concepts and visions and to create an urban context is now one of the most important marketing tools in real estate sales and has become an integral part of the sales process.

However, despite the rapid technological development, high-quality architectural visualization remains a craft: even today, 2D plan data is still elaborately prepared and then modeled by hand in 3D software. The use of automatically generated building geometry or geometry provided by architects is usually only suitable for quick 3D sketches or simplified renderings. High-end visualizations, however, depend above all on a high level of detail, carefully modelled geometry and finely tuned surface materials.

Today, experienced 3D artists have access to highly developed rendering programs that can calculate light and surfaces photorealistically and with the finest details – provided the operator has the necessary know-how. A comprehensive understanding of the design and construction of buildings is a basic requirement, which is why the majority of 3D artists working in architectural visualization have a background in architecture. A degree in architecture or landscape architecture familiarizes them with reading and understanding architectural plans and provides initial knowledge of 3D visualization. Students often develop a passion for visualization in the compulsory courses on rendering.

But not only has the number of CG artists for 3D architectural visualization increased massively over the last decade, demand and standards have also risen significantly. Today, almost every new-build property and every architectural design is visualized in 3D at least once – whether during the planning stage or at the latest for the sale.

Why should architecture be visualized?

The short answer is: because it is crucial for the sale of real estate as well as for the presentation of architectural designs that the other party understands the concept. Two-dimensional planning data is often not much help here: it is difficult to read and even more difficult to visualize spatially. It is not uncommon for rooms that appear large to turn out to be much smaller as soon as you see them in 3D and decorated with furniture. The brightness of rooms and the incidence of light through windows and door elements is even more difficult to read. Only a small group of people will be able to imagine two-dimensional architectural plans spatially and form a qualified opinion of the property on the basis of these drawings.

However, the decision to purchase a property or the acceptance of an architectural design (e.g. in an urban planning context) requires precisely this qualified understanding of the building concept. Does an apartment offer enough space for me and my family? How does a new building fit in with the surrounding existing buildings? How does a particularly unusual architectural design look in different light and weather situations and how could social life be organized around it? Architectural visualizations can answer all these questions. They close the gap between the bare figures such as square meters, furnishing details or floor space prices and the actual space. And they offer emotional points of contact – which play a particularly important role in real estate sales.

Different target groups need to be addressed in their individual realities if you want to conduct successful (i.e. relevant) marketing and not get lost in the general background noise. Interior visualizations, for example, make it very easy to depict different furnishing concepts in one and the same room in order to address potential buyer groups personally. Or to exclude them through precise accents – depending on the concept of the property.

The same applies to exterior visualizations: Seeing a property in the context of its surroundings is an important decision-making tool for or against a project and addresses very individual decision factors, such as prestige, privacy, accessibility, security, etc.

What advantages does 3D visualization offer over photography?

In addition to the obvious time advantage for marketing – a new-build property can only be photographed after completion, but visualized before the first sod is turned – 3D architectural visualization offers many other advantages that result from the flexibility of the virtual world. It is possible to take angles that would be difficult or impossible to achieve in reality, for example because neighboring buildings or other infrastructure elements would obscure the view or even a drone would not be able to reach them.

Weather and lighting situations can be represented as desired, material and color variants can be played through during the planning phase and many factors such as weather-related soiling, poorly grown vegetation or unfavorable light on site do not play a role in the virtual world. Thanks to modern, high-precision 3D models and high-performance technology, even the plant world can now be depicted photorealistically. Another advantage over photography is that it can take a few years before a newly developed property is covered in vegetation as planned by the landscape architect. However, sales usually start when there is still a deep hole in the plot.

Incidentally, architectural visualization is also recommended for existing properties for the same reasons. The blemishes of time can thus be cleverly concealed and planned renovation measures can be presented before they have been implemented.

What do you need to consider when choosing an architectural visualizer?

Today, there are many providers of 3D architectural visualizations and as an architect or property developer, you are spoilt for choice. The quality of the visualizations is probably one of the most important decision-making factors, closely followed by the price. Regionality plays a subordinate role, as the majority of communication can be implemented digitally and most agencies rely on a network of regional service providers, for example for drone and inventory photography, in order to be able to carry out projects across Europe or worldwide.

Depending on the size and complexity of a construction project and the time available until the start of marketing, it may make sense to use an agency rather than a freelancer. 3D agencies are slightly more expensive on average, but also offer significantly more manpower for the implementation of a project and generally have a better technical infrastructure. This has an impact on the speed of implementation. In addition, agencies usually offer you interdisciplinary teams with landscape and interior architects, graphic designers and marketing specialists who contribute their expertise to the project. This is an additional service that property developers and project developers in particular like to call on.

The price of 3D architectural visualizations varies greatly and is usually proportional to the quality of the renderings. However, the feedback from our customers and our experience from around 18 years in the industry and over 10 years with smpl speak for themselves: investing in higher quality visualizations almost always pays off! Faster marketing and sales phases ensure lower capital and opportunity costs, more sophisticated marketing sometimes allows higher sales prices and the high quality in project marketing also contributes to the company’s own brand and increases its aspirations and perception.

You should therefore pay particular attention to a good price/performance ratio. High-quality visualizations are characterized by a precise implementation of the building construction and great attention to detail. Materials, gardens and light look better than “just” photorealistic. The fittings and furnishings are contemporary, fit your target group perfectly and arouse desire.