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Arch Viz Research (PDF Ver.)

This document discusses architectural visualization, which brings architectural design to life using 3D modeling and rendering techniques. It involves majors like architectural design, interior design, and animation production. A career in architectural visualization can involve creating photorealistic CGI renders and flythroughs for architects and developers. The industry is advancing with new technologies that allow for real-time rendering at high frame rates. The document examines Luxigon and Shimahara Visual as examples of successful architectural visualization studios, noting their creative use of CGI and cinematic approach. It reflects on pros like coordinating diverse projects, but also cons like less direct design work and a perception of being lower tech than architecture. Overall architectural visualization focuses on visually representing architecture.

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Yinghao Zhang
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179 views18 pages

Arch Viz Research (PDF Ver.)

This document discusses architectural visualization, which brings architectural design to life using 3D modeling and rendering techniques. It involves majors like architectural design, interior design, and animation production. A career in architectural visualization can involve creating photorealistic CGI renders and flythroughs for architects and developers. The industry is advancing with new technologies that allow for real-time rendering at high frame rates. The document examines Luxigon and Shimahara Visual as examples of successful architectural visualization studios, noting their creative use of CGI and cinematic approach. It reflects on pros like coordinating diverse projects, but also cons like less direct design work and a perception of being lower tech than architecture. Overall architectural visualization focuses on visually representing architecture.

Uploaded by

Yinghao Zhang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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ARCHITECTURAL VISUALIZATION

Bringing Architectural Design to Life with Visualization Techniques

Entertainment Research Seminar


ABOUT THIS CAREER
CAREER DEFINITION AND OVERVIEW

Full name
Real Time 3D Architectural Visualization

Related Keywords
Photo-realistic Interior/Exterior CGI , Eye-catching 3D Panoramas , Flythroughs , Walkthroughs , Physical Scaled Models
and CG AR/VR Services to Interior Designers, Architects and Developers all across Europe and the World.

Involved Majors
Architectural design - Landscape design - Interior design - soft decoration design - animation production - VR interactive
system

Potential Career Development


Contact design institute - 3D animation company - Effect drawing company - Landscape planning company, etc.
ABOUT THIS INDUSTRY
CURRENT STATUS AND TREND

“Exterior Visualisation refers to the process of creating photorealistic and impactful 3D images for constructing the visual
representation of the exterior spaces of your project. It is the most vital aspect of the Architectural Visualization Industry.
By applying Exterior CGI Rendering Services to your project , you'll be able to visualize its exterior aspects starting from
the lawns and gardens to play areas and building exteriors and more.
------------- from www.mgfxworld.com

“The architectural performance industry is undergoing a revolution. There was a time when we had to put up with hours
or even dozens of hours per frame of rendering time to get photo quality architectural presentation. Today, with NVIDIA's
technology and the Unreal 4 engine, we're running photo quality at 100 frames per second.”
------------- from www.aboutcg.net
DETAILED INFORMATION
RESEARCH SHEET
DETAILED INFORMATION
RESEARCH SHEET
CAREER CASE STUDY
LUXIGON

Branch Offices
Luxigon | Paris (paris@luxigon.com)
Luxigon | Los Angeles (losangeles@luxigon.com)
Luxigon | Milan (milan@luxigon.com)

Introduction
To familiarize myself with the actual condition, I research for some examples of successful professionals in the field. One
on them is Luxigon, which has three branch offices worldwide
Their works incarnate the concept of “the process of making a rendered image is intellectual but not technical, like hand
drawing” and “creating visuals that best communicate their notions.”
It was founded in 2007 by a group of experienced CGI artists and engineers, and has grown to be one of the top
providers of CGI services to the entertainment industry. A lot of their works could be really good references for Visual Art
or photography compositions.
CAREER CASE STUDY
LUXIGON

They worked on a variety of projects, from feature films to video games. The company has also
developed a strong reputation for its innovative approach to CGI, combining the latest technologies
with creative and imaginative visuals. So this is a university performing arts center, including main hall
with five radically different preset spatial, acoustic, and technical configurations.
CAREER CASE STUDY
LUXIGON

They worked on a variety of projects, from feature films to video games. The company has also
developed a strong reputation for its innovative approach to CGI, combining the latest technologies
with creative and imaginative visuals. So this is a university performing arts center, including main hall
with five radically different preset spatial, acoustic, and technical configurations.
CAREER CASE STUDY
SHIMAHARA VISUAL

Founder
Craig Shimahara

Business
Film | Branding | Illustration | Virtual Reality

Introduction
I also look at Shimahara Visual, which is another good example of (using rendering as a language bridging designers and
clients are the visualization works). And they also have a pursuit of artistic and cinematic excellence.
For the last two decades, their LA and NYC studios have drawn inspiration from the predominance of movies, aiming to
infuse that richness into their work. We are driven by how strong our ties are as we work together to unearth the
complicated links between architecture and movie.
I find a short showreel on their website, which can be seen as a manifesto of what they claimed as “Through visual
storytelling and our passion and goals of our partners, we imbue architectural experiences with cinematic life.”
MY REFLECTION
PROS & CONS

Pros
Able to coordinate with different projects at the same time
Get rid of the boring drawings
Possible access to more co-workers.

Cons
Less or no design opportunities involved
Deviate the way to get certifications of architecture.
Reputation, considered as low-tech

Self Analysis
Input on architecture cannot be easily discarded
Should have gotten more accumulations and solid practices that are necessary for the nurturing of architecture
Focusing on visual representation part of arch might be a best option
MY VIZ
PORTFOLIO WORKS
MY VIZ
PORTFOLIO WORKS
MY VIZ
PORTFOLIO WORKS

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