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About Us

Our work strives to enhance our sense of surroundings, identity and relationship to others and the physical spaces we inhabit, whether feral or human-made.

Selected Awards
  • 2004 — Aga Khan Award for Architecture
  • 2009 — Mies van der Rohe Award
  • 2013 — AIA/ALA Library Building Award
  • 2015 — Best Interior, Designers Saturday
  • 2016 — AIA New York Honor Award

The Growth of the 3D Rendering Industry

At its core, the visualization and 3D rendering process is the manipulation and the development of a 3D model into a pixel perfect image. Applying this methodology to a design process virtually allows the user to undergo phases of research and development until the optimal design is obtained. The freedom to experiment and alter designs without the need of any physical prototyping, allows for increased performance and effectiveness in manufacturing, directly resulting in decreased overhead costs and miscalculated errors. The use of this technology has been adopted by various industries to aid and speed up decision making processes. This has directly affected the growth of each subsequent market.

 

What drives the visualization & 3D rendering market to grow?

 

A number of factors drive the market to grow. For instance, the demand to increase the user’s immersive experience when it comes to high-end video games, gave us real time rendering. The graphics of the scene are altered as the user interacts with the digital environment. Real time software is also making its way into the architecture and real-estate market. This is an excellent tool from a creative process perspective as it allows the designer to gather as much information about the project as possible, prior to their client presentation.

 

While real time rendering offers a lot of workflow flexibility, choosing to adopt this system with an in-house designer might still not result in the most time effective solution. Learning to use the software is only a fraction of the skill required to achieve a level of CGI realism. This is where outsourcing to specialized 3D rendering firms is introduced. Offloading the production of your visuals to a team of skilled artists will allow you to leverage the time, skill and knowledge of a team who has undergone years of training in this field. If you choose to hire professional artists, they are not only skilled in operating the software, but know all the ins and outs to have your project done in the most efficient time possible. Outsourcing to such firms will allow 3D artists to craft your images, they will curate and compose your renders with the best light to make sure your design is adequately communicated. If you collaborate with a well established company, they will also likely have an account manager assigned to you, to help guide you throughout the entire process. Check out our previous article on The ROI Of Outsourcing Your Architectural Renders. The establishments of such specialized organizations surged the demand for high level visuals to showcase architecture and real estate, aiding in the communication and selling process of luxury developments. Moreover, smart city planning has adopted the use of 3D software to increase efficiency of building design and infrastructure for growing urbanization.

 

Another factor which has driven the market to grow is the necessity for tailored designs. This may range from the production of medical equipment to bespoke furniture. Given the digital nature of this workflow, and the ease of shape shifting modularity, 3D visualization has been widely adopted after the COVID-19 outbreak to maintain production in an ever increasing digital environment. 3D prototyping allows for in-house communication and critique of a fully assembled product. The use of this medium has also extended to the marketing and advertising sector for the product launch.

 

High-end renders are commonly used to present products in different contextual scenarios. The placement of a product within different scenes will allow marketing agencies to advertise the merchandise according to their audience. From a beautiful beach scene to a rustic interior set up, anything can be the backdrop to help highlight and sell the products. From furniture to perfume bottles, any product can be replicated in 3D software and printed on a catalogue. This significantly reduces the cost of a physical photographic studio, not to mention that there are no weather or light restrictions as every element is digitally simulated. This allows for increased creative direction. Products do not even need to be showcased in a realistic manner, they can be placed in a completely surreal environment; a dreamlike scene of the creative team’s wildest imagination.

 

According to a report issued by Allied Market Research, the global visualization market is forecasted to grow from $1.48 billion (back in 2019) to $7.96 billion by 2027. These numbers should remain true due to the low impact the COVID-19 outbreak has had on the industry as a whole. There are a number of driving forces which fuel market growth as software companies refine new and innovative technologies to plug into existing programs, in an attempt to develop a competitive edge. Developers work to simplify the user experience to reach out to a wider audience, spread knowledge and make the adaptation of incorporating the use of artistic visualization more accessible for the aforementioned professions.