| A Word from Bob Next | ||||||
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| Specializing in Traditional Media
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| The best architectural renderers know that the business is about far more than line and volume. It is about aesthetics, details, and atmosphere. Clients and investors want visionary renderings that uncover the unique essence of each proposed project. Even in today's age, when computers have largely taken over the drafting rooms, nothing conveys these intangibles like hand-drawn renderings. One client in the 1980's often used our traditional renderings to market new bank buildings. As their CAD specialists became proficient at digital rendering, we didn't hear from them as often. Gradually, though, they started to call on us again. They missed how we helped them visualize their projects and realized that CAD renderings just didn't meet their high expectations. The traditional artist is able to convey the life, movement and subtle nuances of color that are often lost in computer renderings. As a result, our work for this particular client and others has grown on a whole new level. Many town centers of the future will seek to provide spaces with a human scale and accessibility. Conveying this desire to investors requires a human touch. Centers such as Poundbury in England and the myriad of other traditional neighborhood design projects now on the boards are almost always visualized through traditional, hand-drawn renderings. What could be more human and humane? Yet traditional renderings can do more than replicate historic buildings; they can also bring the adventurous and innovative to life. Take a look at some of our projects for Hugh Newell Jacobsen. As you look to expand your practice into new areas, or to enhance your present practice, consider the communication potential of traditional, hand-drawn renderings. |
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