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Who Are We Making Hyper-Realistic Renders For?

Copy The question may seem straightforward, but the answer can be very complex, leading to a whole series of issues related to the target audience of hyper-realistic architectural renderings, as well as to what their goals are. Even though the target audience may not be a client and the project may not actually be built, one of the main virtues of this style of visualization is that it delivers an image very similar to reality. For this reason, hyper-realistic renderings are often confused with photographs of built environments. Vessel Public Landmark / Heatherwick Studio. Courtesy of Getty Images / Forbes Massie This was possible due to a process of constant improvements in technology, software, and rendering techniques, together with the advent of visualization studios that specialize in the production of 3D models and hyper-realistic images.

Architecture News | ArchDaily, page 225

Architecture News | ArchDaily, page 398

Architecture News | ArchDaily, page 594

© Nigel Young A recent profile in Architectural Record highlights the career of Peter Wynne Rees, the chief planner of the City of London: the famous square mile which contains the major financial district of Greater London, as well as some of its great tourist attractions, such as St Paul s Cathedral. The profile focuses on the new crop of skyscrapers which Rees has ushered in in his 27 years as chief planner, something which has been contentious for preservationists. When he came to the job in 1985, the City of London had just one skyscraper: Tower 42, built in 1980. With the success of the Gherkin in the early 2000s, the surrounding area has seen many more high profile skyscrapers, such as the Heron Tower, 122 Leadenhall Street (The Cheesegrater) and 20 Fenchurch Street (The Walkie-Talkie).

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