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How to Render Your Building to Sell it, Not Just Show it

How to Render Your Building to Sell it, Not Just Show it - Featured Image
© PiXate Creative

"The Rendering View," is a new monthly column on ArchDaily by PiXate Creative founder Jonn Kutyla which will focus on hints, tips, and wider discussions about architectural rendering.

As an architect you have spent countless hours designing, modifying, and refining what you believe to be the very best possible layout for a building. The numerous projects you have imagined, designed, and then seen as a finished building have given you the ability to visualize it with incredible accuracy. Unfortunately, your clients often lack the ability to visualize a space before it is built.

3D rendering seeks to solve that problem by accurately depicting what a building will look like with photo-realistic quality long before it exists – but there is a huge difference between showing your building and selling the concept of your building. Showing your building does just what the name implies: generally the camera is pulled back and the focus is on the entire building. When you want to sell the concept of a building you want to focus on a very small aspect of the building that is incredibly interesting to look at.

Eyes on Boston: Urban Photo Walk

Explore how architectural photographers see the cityscape in this dynamic session suitable for beginner and intermediate photographers alike. During this intimate exploration of Boston’s Fort Point and Financial District neighborhoods, you will learn to produce memorable images that convey a sense of place, an expression of the architect’s ideas, and a connection to landscape and surroundings. Professional photographer Emily O’Brien will help you and other enthusiastic photographers see Boston in a whole new way. Take your photography to new heights!

Light Matters: Heightening The Perception Of Daylight With Henry Plummer (Part 2)

Architecture professor and photographer Henry Plummer has heightened the transformative power of daylight with his cameras and published several remarkable books about light and architecture. His deep interest in light, and his lyrical writing perspective, were formed through his contact with the designer and art theorist György Kepes while studying at MIT. Within his numerous photo journeys Plummer has documented the various facets of daylight in Japan and the Nordic Countries, and of masters like Le Corbusier and Louis Kahn. As a Professor Emeritus of Architecture at the University of Illinois at Urbana-Champaign Plummer also still has ambitious plans for future book projects. In the second part of this interview, Plummer reveals how changing technologies have affected his photography, and discusses his thoughts on phenomenology and developing a poetic language of light.

If you missed it, you can read part one of this interview here.

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Light Matters: Heightening The Perception Of Daylight With Henry Plummer (Part 1)

Architecture professor and photographer Henry Plummer has heightened the transformative power of daylight with his cameras and published several remarkable books about light and architecture. His deep interest in light, and his lyrical writing perspective, were formed through his contact with the designer and art theorist György Kepes while studying at MIT. Within his numerous photo journeys Plummer has documented the various facets of daylight in Japan and the Nordic Countries, and of masters like Le Corbusier and Louis Kahn. As a Professor Emeritus of Architecture at the University of Illinois at Urbana-Champaign Plummer also still has ambitious plans for future book projects. In the first part of this interview, Plummer shares a variety of insights about understanding light and approaching buildings for photography.

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Tim Franco Captures the Overscaled Urbanization of Chongqing

These days, many of China's largest urban areas are easily recognizable to people from all over the world, with the skylines of coastal mega-cities such as Shanghai and Beijing taking their place in the global consciousness. Far less known though is the inland city of Chongqing - another of China's five top-tier "National Central Cities" - where in 2010 the Chinese government embarked on a plan to urbanize a further 10 million of the region's rural population, with around 1,300 people now moving into the city every day.

Since his first visit to the city in 2009 photographer Tim Franco has been on a mission to document the rapid change in what he believes is "maybe the most widely unknown megacity in the world." The result is Metamorpolis, a forthcoming photographic book by Franco with text by British journalist Richard Macauley, which documents the colossal scale of development juxtaposed against the people of Chongqing - many of whom still live an incongruous rural lifestyle among the concrete sprawl. Read on after the break for more images from the book and an interview with Franco about the experience of documenting one of the world's fastest-growing cities.

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Las Vegas vs The Landscape: Photographer Michael Light Exposes the Terraforming of the American Dream

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“Barcelona” Homes and the Edge of Lake Mead Recreation Area, Lake Las Vegas, Henderson, NV; 2011. Image © Michael Light, Lake Las Vegas/Black Mountain

“Nestled into the desert landscape that defines Nevada’s visage,
Ascaya feels as if it were shaped by the elements.
[...]
Where stone rises up to meet the sky, there is a place called Ascaya.”
- The Ascaya promotional website

Not quite, according to Michael Light’s soon-to-be released book, Lake Las Vegas/Black Mountain. Covering the advance of suburban Nevada into the desert, this two-part book looks at Lake Las Vegas, a then-abandoned victim of the 2008 real estate crash which has since emerged from the other side of bankruptcy, and nearby Ascaya, a high end housing estate that is still in the process of being carved into Black Mountain. Light’s photography doesn’t so much question the developers’ summary as it does, say, blast it, scar it, terrace it and then build a large housing development on the remains. Featuring beautifully composed aerial shots of the construction sites and golf courses covering the desert, the book is a clear condemnation of the destructive and unsustainable development in Nevada. Much more than that, though, Light is highlighting a wider philosophy behind developments like Ascaya and Lake Las Vegas that fundamentally fail to connect American society with the American landscape in a non-destructive way.

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Architectural Photographers: Montse Zamorano

This week in our Architectural Photographers series, we look at Spanish architect Montse Zamorano, who after living in Shanghai for a year decided to photograph architecture. She is currently based in New York, where she is studying for a Masters in Branding at SVA as a Fulbright student. Montse works internationally as a freelance photographer and videographer for studios such as Foster and Partners, Álvaro Siza and Héctor Fernández Elorza.

15 Finalists Nominated for the Art of Building Photographer of the Year Award

Fifteen images ranging from a close-up of Herzog & de Meuron’s Beijing National Stadium to a portrait of a graveyard-turned home in the Philippines, have been selected as the finalists of the Chartered Institute of Building’s (CIOB) 2014 Art of Building Photographer of the Year competition. The public will now decide who will take home the title and a £3,000 cash prize.

“There is a cornucopia of styles and stories in this year’s final,” said Saul Townsend, CIOB spokesman in a press release. “In a world full of high definition colour technology, black and white photography still inspires a host of photographers.  Voters are in for a visual treat and will hopefully be inspired to look at the built environment in a new way and to take part themselves next year.”

The fifteen finalists were selected by panel of judges that included photography critic and editor Sue Steward, award-winning photographer Matt Wain and the editor of Construction Manager magazine, Elaine Knutt.

Take a look at the 15 finalists after the break and don’t forget to vote for your favorite before January 11, 2015 on CIOB's Art of Building website. The winner will be announced February 5.

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The Last Stop: Documenting North America’s Disappearing Rest Areas

Rest stops are a disappearing sight in North America. Brought by tight highway budgets, and the increasing number of off-exit fast food outlets and gas stations, these roadside oases may soon become extinct. Photographer Ryann Ford wants to make sure they’re documented before this happens. Her project, “The Last Stop” is a series of photographs taken of unique rest stops across the nation. A Kickstarter campaign has been started to fund Ford’s work, and the ensuing publication of her photographs. Learn more, after the break!

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Frank Gehry’s Fondation Louis Vuitton / Images by Danica O. Kus

Architecture photographer Danica O. Kus has shared with us images of Frank Gehry's recently completed Fondation Louis Vuitton. Labeled as a "late-career triumph" by Los Angeles Times critic Christopher Hawthorne, the sailed glass structure teeters on the edge of a Parisian water garden in Jardin d’Acclimatation. For a closer look at the building's much-discussed structure, check out all of Kus' images after the break.

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World Photo Day: Javier Callejas by Alberto Campo Baeza

In honor of World Photo Day (August 19th) ArchDaily wanted to thank the photographers who bring to life the projects that we publish every day. So we asked architects to weigh in on the work of some of our most-appreciated architecture photographers. Here, Alberto Campo Baeza writes on behalf of Javier Callejas.

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World Photo Day: Iwan Baan by Steven Holl

In honor of World Photo Day (August 19th) ArchDaily wanted to thank the photographers who bring to life the projects that we publish every day. So we asked 15 architects to weigh in on the work of some of our most-appreciated architecture photographers. Here, Steven Holl writes on behalf of Iwan Baan.

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World Photo Day: Sergio Pirrone by WMR Arquitectos

In honor of World Photo Day (August 19th) ArchDaily wanted to thank the photographers who bring to life the projects that we publish every day. So we asked architects to weigh in on the work of some of our most-appreciated architecture photographers. Here, WMR Arquitectos writes on behalf of Sergio Pirrone.

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World Photo Day: Christian Richters by Francine Houben

In honor of World Photo Day (August 19th) ArchDaily wanted to thank the photographers who bring to life the projects that we publish every day. So we asked architects to weigh in on the work of some of our most-appreciated architecture photographers. Here, Francine Houben of Mecanoo writes on behalf of Christian Richters.

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World Photo Day: Patrick Bingham-Hall by Richard Hassell

In honor of World Photo Day (August 19th) ArchDaily wanted to thank the photographers who bring to life the projects that we publish every day. So we asked architects to weigh in on the work of some of our most-appreciated architecture photographers. Here, Richard Hassell of WOHA writes on behalf of Patrick Bingham-Hall.

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World Photo Day 2014

The role that photography plays in disseminating and even shaping architecture has long been under scrutiny, perhaps now more than ever as the effort required for anybody to snap a photo and share it worldwide has decreased to almost nothing.

With that in mind, we hoped to find out what it takes to create photos that really do justice to the architecture they depict. We asked architects to write a few words about the photographers they trust most to document their projects, and the response we got revealed not only architects' incredible gratitude toward their favorite photographers, but in many cases deep friendships and even collaborative relationships which drive both architect and photographer to greater heights.

Some of the photographers featured may be familiar to readers, such as Iwan Baan, Thomas Mayer or Roland Halbe; others may not. But what's certain is that without all of these talented photographers, architecture as we know it today - and this website - just wouldn't be the same.

See all the World Photo Day Honorees here.

World Photo Day: Fran Parente by Fernando Forte of FGMF

In honor of World Photo Day (August 19th) ArchDaily wanted to thank the photographers who bring to life the projects that we publish every day. So we asked architects to weigh in on the work of some of our most-appreciated architecture photographers. Here, Fernando Forte of FGMF writes on behalf of Fran Parente.

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World Photo Day: Fernando Guerra by Marcio Kogan

The architect and architectural photographer Fernanado Guerra the studio FG+SG with his brother Sérgio Guerra in Portugal co-founded 15 years ago. Nowadays they are responsible for most of the dissemination of Portuguese contemporary architecture.

Fernando's remarkable work is honored in our celebration of the World Photo Day through the words of renowed brazilian architect Marcio Kogan, from studiomk27.

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