No doubt this post in which we talked about lies in architecture has been the most controversial of all we have published so far in this blog. Well, now I’m going to tell you about another big lie, 3D renders in architecture, also known as 3D infographics, info architecture, or virtual reality images.
Rendering is understood as the process of computing a more or less realistic image from a model or project. These images are often used in architecture to present the client with an advance of what their plan will be once executed. There are many other applications, but this is the one that concerns us.
Below these lines, you can see a montage made with images of the Mundaka World project, an urban fashion store in Santiago de Compostela. On the left, the 3D render that was presented to the client before approving the design. On the right, the real store once the final project has been given, and the work has been executed.
3D renderings in architecture. Serving the controversy
Although the shooting points are different, as you can see, if the 3D render is well done, it is difficult to differentiate it from reality.
Where is the lie then?
The trick is that many times, more and more, 3D renderings are presented as if they were executed projects.
The 3D render or 3D infographic is a tremendously visual weapon that can help us to make the client understand what we have in our heads. Sometimes it is very complicated for a person with little spatial vision to understand and conceptualize a project only from a few plans. And on these occasions, the 3D render is the perfect solution.
But when using a 3D computer graphics to cheat by intriguingly sliding a fake curriculum, showing an experience that is based only on the mastery of computer software, and sometimes not even that, we are disregarding the intelligence of the client. We are insulting human intelligence and discrediting architecture and interior design as key professions in history.
Lately we tired of seeing web pages of architecture and interior design studios with its section “projects” full of 3D renderings. And there would be nothing wrong as long as the visitor is “warned.” But the sad thing is when they try to “strain” us.