COMMENT From movies and games to shopping, consumers always welcome a visual experience. It’s no wonder various industries have embraced 3D rendering as a medium to better communicate their ideas to their customers. Thanks to this technology, architects, designers and advertisers can show photo-realistic representations of unbuilt projects or products to prospects and buyers.
Most people associate 3D rendering with computer graphic imaging (CGI) effects on films. From using 3D small-scale models, film-makers now use high-performing computer networks called render farms, digital architectural models and special effects. Some examples of the most stunning movies that are created partially or fully with CGI are Jurassic Park (1993-2018), Toy Story (1995-2019), Avatar (2009) and Life of Pi (2012). But 3D rendering has adapted to the demands of various other fields including manufacturing, entertainment, healthcare and, of course, real estate.
Accurate replications
When choosing a method to showcase your property, agents and housebuilders can choose from two different approaches to 3D rendering; Pre-rendered content and real-time rendering. Deciding which rendering software to go with can be tricky as both have inherent strengths and weaknesses.
Pre-rendered content is the process in which static or video content is previously rendered on different equipment to the hardware that is outputting the playback of the content. The greatest advantage of this approach is the incredible quality of imagery in the end product. The level of realism in pre-rendered content can be astonishing allowing for accurate replications of existing or planned buildings.
On the flipside, this content has limitations as rendering these images can take considerable time ranging from minutes to days to create a frame. Unlike real-time rendering, pre-rendered content offers limited or no interactivity. Changes to the frame need to be implemented within the design software and the image or video re-rendered which often have considerable time and cost implications.
Real-time rendering is the process in which animations and images are quickly rendered. This technology takes many images and calculates them to match the frame rate of the human eye, which is usually 24 frames per second. The primary objective here is to achieve the highest possible degree of photorealism at an acceptable minimum rendering speed. This technology has existed for decades and has primarily been deployed in the burgeoning video game industry. In recent years it has been developed and adapted to solve industry-specific challenges.
A tool that is growing in popularity in its use in within the architectural sector, real-time rendering tools are so precise that they help architects identify any miscalculations and flaws early on in the design process. The process can allow architects to adjust their designs as the project evolves, making changes to their models as they revise their work. As a result, the workflow improves and designers can share new proofs of concept faster and more clearly with colleagues, clients and builders.
See the change
The rise in demand for virtual tours has seen the use of 3D rendering in real estate grow exponentially within both the commercial and residential sectors. Real-time rendering offers a more memorable experience for consumers as they can virtually plan, design and furnish any space before occupying.
Imagine you are virtually viewing your property and can change floor material, sampling different oak flooring, and changing the time of the day to see how the sun affects the colour of your chosen floor. Maybe you would like to see what a corner lounge would look like in your living room, maybe it’s a new TV with surround sound units or a new dining table. With real-time rendering you can virtually fit out a retail store, understanding how to maximise product placement before executing the build. Or market your office space directly to potential occupiers, allowing them to plan their new workspace to meet their individual company requirements.
Being able to customise a property and see these changes virtualised immediately is changing the digital marketing landscape, providing endless opportunities to meet and engage with customers. This considerably boosts buyer engagement while promoting more informed decision-making for consumers and driving more profitability for agents and developers alike.
Nigel O’Connell is director at Revvis
