3D architectural visualisation is the process of creating three-dimensional digital models of buildings and structures to showcase their design, appearance and functionality. 3D architectural visualisation is widely used by architects, property developers, building contractors, surveyors and planners to create a true-to-life visual experience of a proposed architectural project before it has even begun.

3D architectural visualisation can take the form of a static image, photorealistic animation or interactive experience that allows the building or structure to be seen from different angles and walked-through or flown-over. At the heart of each visualisation is a highly accurate and detailed 3D model, complete with interior and exterior features. These 3D models can even simulate how natural light would affect the interior space, how alternative layouts of furniture would appear, and how the space works with different numbers of people occupying it.

3D architectural visualisation allows stakeholders to visualise a project at an early stage of development, making it easier to identify design flaws and reduce the time and cost of making changes later on. It equips them to see and experience the design in a way that’s easy to understand and communicate, which can lead to better decision making and a more collaborative design process.

By providing a realistic and interactive visual representation of a project, 3D architectural visualisation also helps architects, designers, and developers better articulate their vision to clients and investors, as well as other key audiences such as planning officials, local residents and environmental groups.

3D architectural visualisation also supports more explicit sales and marketing objectives, providing an effective tool for bringing the project to life, generating interest and increasing sales.

It also reduces the costs associated with producing physical models and prototypes, as digital 3D models can be created, tested, and modified more easily and quickly than physical models. This in turn can help minimise project timelines and increase productivity.

Aside from using 3D architectural visualisation purely as part of the design process, the primary applications are marketing based. 3D architectural visualisation is used in:

Marketing videos: short animated features that showcase the architectural project in a dynamic and engaging way. Commonly including features such as aerial views, rotations, time-lapse build or seasonal change sequences, and animated walk-throughs and fly-throughs.

Interactive digital experiences: presentations, virtual tours and other digital assets that let stakeholders explore the project in detail. Features include 360-degree manipulation and augmented reality (AR).

Photorealistic renders: Models rendered using 3D architectural visualisation can be applied in the creation of brochures, adverts, social media content and other marketing materials.