Visualising the future of Wales

With advanced visual technology at their fingertips, architectural visualisation companies can offer developers, planners and architects the opportunity to visualise their 2D drawings in virtual reality

You would be right to think that most high end 3D architectural visualisation studios are based at the centre of the animation industry in Soho, London. But it is a Welsh company, and not a London studio, that is responsible for most of the images you see today, showing what Wales’ future could look like.

Located at the heart of the growing SA1 development in Swansea is an architectural visualisation studio that’s playing a key role in visualising the future of Wales. iCreate is leading the way in creating photo-real 3D visualisations of new buildings and developments before they are built.

3D virtual reality models of new developments are replacing the traditional artist’s impression as the most effective way to show people what buildings will look like, long before the first stone has been laid.

Why does it work?
“A 3D virtual reality model has so many advantages over traditional, 2D artist impressions and cardboard architectural models,” says Dawn Lyle, co-founder of iCreate. “We can produce an accurate model of a new building using architect’s plans, and then light and texture it so the scene looks real. And while a traditional artist impression offers you only one view of a new development, with a 3D model you can see it from any angle, zoom in on any detail that interests you, and take a virtual tour of the building, inside and out. We can also merge the 3D model with real video footage to show what the building will look like in its real-life context.”

In 2007, the city & county of Swansea used 3D visualisations to great effect when launching the strategic framework for the regeneration of the city centre.

As with many regeneration schemes, all that existed at the outset of the project was a lengthy strategy document outlining the council’s vision – a text-heavy report that was all words and very few pictures. The challenge facing architectural visualisation studios is to bring that vision to life and interpret abstract concepts, enabling everyone to understand the strategic framework at a glance.

“We produced a virtual model of the whole of Swansea city centre, including the existing street scenes and the proposed new developments,” explains Jake Major, co-founder of iCreate.

“Over the coming months and years we intend to update the model as the plans for the city are confirmed. We can then show proposed buildings in the context of their existing surroundings – this is a really useful tool for developers and planners, and also for members of the public who want to see what’s being proposed for their city.”

Councillor Chris Holley, Leader of Swansea Council, agrees that 3D pre-visualisation made all the difference when the Council and the Welsh Assembly Government were launching the Swansea city centre strategic framework. “Working closely with iCreate, we were able to communicate our vision for Swansea over the next 15-20 years, showing how the key sites could look if they were redeveloped in line with our strategy.”

The photo-realistic graphics, including static images and a flythrough of the city centre, were used in a brochure and DVD, helping to bring the vision to life, not just for developers but also for the wider general public in Swansea. “When people can see what the city centre could look like, they are more enthusiastic about the future of Swansea. It was crucial for us to get buy-in from developers, but also to win the support of local people. We’re now hoping to build on this excellent start, particularly with private sector partners like Hammersons and Urban Splash, who have recently been selected to re-develop the St David’s and Quadrant sites,” explained Cllr Holley.

A tool for selling ‘off-plan’
Architectural visualisation companies also provide property marketing services for housebuilders who are selling ‘off-plan’. It’s now possible to create fully-furnished walkthroughs of new homes that visit every room in sequence, providing buyers with a clear picture of a completed property.

Phoebe Roberts, Marketing Manager at iCreate, believes changes in the market for new homes will lead more house builders to look for innovative ways of marketing their properties.

“With so many apartments coming on to the market, developers will undoubtedly have to work harder to secure buyers. 3D visualisations and virtual tours bring new homes to life for potential buyers, and really help give them the confidence to buy off plan.”

3D virtual tours also enable developers to broaden their reach, promoting new properties to a wider geographical audience. As Ms Roberts explains, “Potential buyers can explore every detail of a new home via a walkthrough DVD or website, without having to travel anywhere. This means developers can generate interest from all over the world.”
Tim Kostromin, estate agent with Dawsons Land and New Homes, agrees that good 3D visualisations can make all the difference. “We find that where developers invest in professional marketing materials – particularly realistic artist’s impressions of the properties – it’s easier to generate early interest and sell properties off plan because buyers can see what they’re getting. In the current market, with so many new apartments becoming available, decent marketing is what will differentiate certain properties and give buyers confidence.”

www.iCreate3d.com
0845 867 9849