ARCHITECT: Kohn Pedersen Fox
RETAIL PLANNING: Elkus Manfredi
The client puts us in direct contact with all design consultants. We received 3d models in both Rhino and Revit format, a 300-page Construction Document package, and a leasing plans package. Our expertise in architecture allows us to act as a liaison on behalf of the client to resolve coordination issues and synthesize the overall design.
Our expertise both as image-makers and architects allows us to approach art direction holistically - our initial studies with the client are about finding the right camera angle while also ensuring we have accurately captured the design intent. For a project as complex as this, we were relied upon by the client to initiate coordination with design consultants as we saw required.
Moreover, we take full artistic leadership for developing views with an eye toward marketability and clear communication of the design.
We are designers. One of the most sought-after services we offer our clients is the ability to fill-in the life and texture around the designed architecture in an exciting and convincing manner. For this portfolio, the client provided us with a leasing plan; after researching the actual retail frontages of each tenant, we layer details upon details into the space creating dozens of storefronts that capture the actual look and feel of the desired tenants in the leasing plans.
We are intensely specific about developing images that feel real. The lighting configuration we used in the CG scene was based on the actual lighting systems in the design specifications. Similarly, we meticulously develop each and every material to capture precision in coloration, reflection, and material finish.
Finally, we bring lifestyle and sense of environment to the scene. For this project, adding people and finishing touches was (and usually is) a significant undertaking. The addition of people - or "entourage" - is a complex jig-saw puzzle of a task for our team; in order for the reality of the image to hold true, we must ensure that every person not only has the correct styling for the place, but that they also work in sync with the viewing angle and lighting of their position in the scene. This portfolio required that we capture custom photography to bring the crowds to life.
Details give retail images life. Realistic lighting and material simulation are only the first step. We then further meticulously model every storefront driven by a leasing plan from the client. From this leasing plan, we research each retailer to understand how to capture the "essence" of their brand through as few and efficient design moves as possible. The resulting layering of detail behind the glass and reflections from the scene on the glass is what gives our images the depth and visual reality required to communicate an exciting top-tier retail.
All Images Copyright Volley Studio 2016