Visualization by 100CGI Studio for Mount Anvil: four exterior views of a residential scheme in London, delivered in 21 days with three revision rounds. The same set covered the planning submission and the off-plan sales material.
A planning set and a marketing set are usually commissioned twice and paid for twice. That is waste, because the model is the same and only the dressing changes. The scheme was built once, the brickwork was matched and the way London light sits on glass was checked, and then the views were framed for their two audiences.
The two audiences want different frames. A planning committee argues at street level: what the scheme does to the pavement, to daylight, to the neighbours. A buyer wants the skyline and the view out of the window. Where a protected vista is involved, some frames become verified views with surveyed camera positions, which is a different discipline from a hero image. Planning both sets off one model is what keeps 21 days from turning into forty.
Rendered in 3ds Max and Corona, with Forest Pack and Photoshop. More on this kind of work: real estate rendering for off-plan sales. Full case study: Mount Anvil residential CGI in London.
