Real Estate Rendering Process for Westfield Milano, Italy: Case Study
Real estate development, no matter big or small scale, needs to design and refine the plan before construction begins. Here is where 3D rendering services come to stage. By using 3D rendering services, architects, designers and real estate professionals can get a more accurate and realistic representation of what the finished project will look like, including details such as materials, lighting, and landscaping. This can help to identify potential issues or design flaws early on in the process, reducing the likelihood of costly mistakes or delays during construction. Additionally, 3D rendering services can also be used to create marketing materials, such as virtual tours or photorealistic images, which can help to generate interest and attract buyers or investors.
This time, we worked with CREW to create 3D renders for Westfield Milano, a huge shopping complex in Milan, Italy. They were designing this structure and needed our help to visualize it accurately. Thus, they’re able to present the project to the owner and local government. Let’s discover the incredible process of visualizing this new shopping mall.
#Stage 1: Brief & Scope
To start the project, our team begun with understanding the project including our project manager and 3D team. In the beginning, our client introduced the project details.
Situated in the eastern part of Milan, Westfield Milano is close to Linate International Airport and the high-speed Milano-Venezia train line. The total site area is 603,900 square meters and was formerly a bonded warehouse area that was never utilized. And this four-story shopping center is interconnected by lifts and escalators that overlook double and triple height spaces. The aim of the project is to create an innovative and unique combination of retail and leisure, making the new Westfield Milano an iconic destination for the local people, the Lombardy Region and for Italian and foreign tourists.
As a result, we’ve learnt the vision of the project, and what we needed to create 3D renders:
- A Revit model: The model forms the general design of the structure. Of course, it needed further refinement.
- Material references: As one of the most important part in 3D rendering, the materials and textures are clearly provided in the file. Therefore, our 3D artists were able to apply realistic textures to accurate parts.
- Camera angles: Our client was clear about the views they wanted. That was, six views in total including one aerial view and five eye-level views.
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- The Revit model
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- Material references
#Stage 2: 3D Modeling
After everything is clear, our 3D modeler started to take care of the model. Since we’ve received a Revit model, there was no need to start from the very beginning. However, the Revit model was not ready to use straightforward. In this stage, our 3D artists input the Revit model into 3ds Max. This is the software we use to model and render. There are several points where we need to pay attention to during this step. For example, we need to adjust the scale of the model after imputing. This is because these two modeling software use different units of measurement.
Anyway, the final 3D model is as below. Our client was happy to proceed with it.
#Stage 3: Materials, Textures, Lighting, and Post-production
Probably this is the most important stage during the 3D rendering process. Once the model is confirmed, the 3D artists can apply colors on it. During this step, the 3D specialists select realistic textures in the architect’s design, and apply them on the corresponding places. For this reason, we carefully studies the material references for this project, and started texturing.
According to the architect, the exterior design strategy is focused on capturing the essence of Milan as a hub of fashion and design excellence, where modern and traditional ideas intersect to create an iconic destination on both local and global scales. As a result, the exterior of Westfield Milano has a modern and sleek design, with a mix of glass, steel, and concrete elements. The mall’s façade features a dynamic pattern of arch shapes, giving the building a distinctive and eye-catching look.
To illustrate the intention that reflects Milan’s reputation as a fashion and design capital, while also being functional and efficient, our 3D artists applied materials as well as lighting. For the lighting, different views have different mood. So we strictly followed the client’s needs on mood, adjusting the lighting based on the overall mood of the scene. If you pay attention, you’ll find all windows and arches are lit, so that the activities are visible to the viewers. This in turn makes the scene lifelike and vivid.
At last, our CG specialists added people and objects. This can help create a sense of scale and activity. The landscape plan is also demonstrated clearly in 3D renders. The 3D specialists populated the scene with shoppers, employees, and shopping bags, and filled the show windows with clothes, luxuries and relaxation amenities.
#Stage 4: Client’s Comments and Corrections
When we shared the colored drafts to our client, their team replied with comments in a short time. In general, they were happy with the results. But there’re several parts they hoped to adjust, namely:
- Add more transparence and lighting from the center to the sides of the main entrance. Minimize mullions;
- Add vertical green walls on both sides of the edge buildings;
- Add more people in the loggia;
- Rearrange the terraces on both sides. Soft the illumination, add standing people.
These comments greatly assisted our 3D team in getting to the right direction. Within 12 hours, our 3D artists completed all the requested corrections. Next, we rendered all six views in 6K, and delivered one aerial view and five eye-level views.
#Stage 5: Final Delivery of 6K 3D Renders
Now, let’s invite you to enjoy the realistic 3D renders of the fantastic shopping mall.
Although the project is still in concept process, these 3D views are now on their website portfolio. Check it on the image below or simply click here.
Conclusion
It is amazing to create visuals for this huge project. Our team greatly admired the architectural design of this mall especially the stunning façade. We are excited to have assisted CREW team in demonstrating this majestic project to the public with the help of our 3D renderings. Meanwhile, our team was surprised by their efficiency of commenting. In fact, there were only three rounds of drafts and the project was completed!
Looking for 3D renderings to showcase your real estate project? Need photorealistic visuals to persuade your client? Talk to our professional project manager and get to know our 3D rendering services now. We will take your architectural project to next level!
