Bridge For Design March 2015 Bridge For Design March 2015 | Page 114

design trends | viewpoint

A VIRTUAL REALITY WORLD
Sheila McCusker takes a look at the role of CGI in architecture and design

T

here are numerous reasons
why digital imagery plays an
increasingly important role in the design
and development process. As well as
assisting architects, interior designers
and clients to make more informed
decisions at an earlier stage in the
design process, they can be critical to
the planning process for their power
to communicate ideas and demonstrate the veracity of a
design concept or the validity of a development. And perhaps
there is a small element of narcissism in the ever expanding
role of the CGI. Despite the best efforts of an enthusiastic
design team, many projects are never realised and a good
quality CGI can become the fondest memory of a missed
opportunity.
CGI services range from the preparation of simple massing
models and sketch-style concept renders to full photorealistic
images. Previously the use of CGI software was a highly
specialised skill and at the photorealistic end of the scale this
remains the case. But with the development of user-friendly
software packages such as SketchUp, many architects and
designers are capable of producing simple massing studies
and 3D models to inform the concept design process and
to quickly communicate initial ideas to the client. Even
without much detail, SketchUp images can look polished and
convincing when rendered with a plug-in like Podium.
A large proportion of prime and super-prime developments
in London are sold off plan to international buyers, either
online, by phone or through visits by developers and agents
to key markets in Asia, Russia and India – in many cases
these buyers will not visit the development before purchasing.
Consequently, it is important that developers and agents have
the best sales and marketing tools at their disposal. CGIs
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can be invaluable in such instances, providing reassurance
about the final product. Not only are they increasingly used
to assist planning processes, CGIs can sometimes mean the
difference between obtaining a planning consent or a refusal.
Where significant, (often larger) developments are proposed
in sensitive locations and the submission of a ‘verified view’ or
an accurate visual representation (AVR) may be required by
the local authority.
As well as the benefits in the contract sector, the
preparation of CGIs of internal spaces for interior design
purposes is also becoming increasingly popular. In addition
to being useful for marketing purposes, interior views can
help the designer decide how best to furnish and dress a
space or a room. Sourcing convincing visualisations and
animations is a further, important consideration when
examining the role and relevance of CGIs in the design and
development process.
Over the past 10 years the status of the CGI has evolved
from being an indulgent bolt-on service, to a ‘nice to have’
promotional feature, to its current role of being an essential
design and marketing tool.
The fact is that CGIs have become an increasingly
significant part of the architect’s design service – particularly
so in the prime and super-prime residential markets.
CGIs can be labour intensive to produce, particularly at
the photorealistic end of F