Real Estate Rendering Process for Westfield Milano, Italy: Case Study

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.

 

#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.

architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy (10)
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy (12)
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy (11)
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy (13)
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy (14)
architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy (15)
previous arrow
next arrow

 

 

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.

architectural-visualization-3d-rendering-services-exterior-cgi-westfield-milano-italy

 

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!

What is 3D Modeling?

What is 3D Modeling?

What is 3D modeling? When talking about it, someone may still raise this question even though there are many 3D modeling products all around and people benefit from such a technology in daily life. This article will refer to what 3D modeling is, what it is used for, and how it works, which will help with learning about this technology.

 

What is 3D Modeling?

 

To start with, 3D is short for three-dimensional, which is three-dimensional graphics. Applied in computer graphics, 3D modeling is a kind of technology to produce 3D digital representations of any object or surface. Generally speaking, it is to use 3D production software to create a model with 3D data through virtual 3D space.

 

How does 3D Modeling Work?

In the virtual space, some dots called vertices are manipulated to link each other in a polygon shape(usually a triangle or a quadrilateral) and form a mesh, the core of the 3D model, which acts as the object surface and can be changed by adjusting the position of vertices. Every vertex has its coordinate data so the location of each vertical and horizontal point can be identified by the software.

With these vertices, artists are enabled to create their various works. When the works are displayed on the computer screen, the different gray levels of color make the human eye produce a visual illusion, and the 2D computer screen is perceived as a 3D image looking realistic.

 

What is 3D Modeling Used for?

 

Maybe we don’t realize it, but 3D modeling is used in many industries, and it is also a dependency for many practitioners in creative careers, such as architects, game designers and animators. The following part will introduce several common uses of 3D modeling.

 

  • Architecture

It’s very common to apply 3D modeling in architecture. Both outdoor design and interior design are inseparable from it. 3D renderings produced through modeling can be displayed to convey design concepts and ideas in great detail, enabling stakeholders to foresee the architecture work. In addition, potential problems can be easily seen, which is conducive to the refinement of the whole project.

 

  • Game design

3D modeling is widely applied in game development, so there are 3D games that many people are familiar with, like World Warcraft and Heroes of the Storm. It creates characters, props, scenes, basic terrain, and so on, which realizes a vivid and realistic world for players. Building immersive experiences, 3D games succeed in engaging players and thriving.

 

  • 3D printing

Another popular application for 3D modeling is 3D printing, ranging from the auto industry to the medical field. For sure, the scope of its application will be wider and wider in the future. Differentiating from general printing, 3D printing use metals, ceramics, plastics and other materials instead of ink and paper to turn 3D models into physical objects.

 

  • Entertainment

The entertainment industry, such as animated films and television shows, is booming today thanks to the development of 3D modeling. At the same time, it is also used in special effects in advertising and other fields, benefiting from its eye-catching effect.

 

  • Product design

Nowadays there are lots of products involving 3D modeling for the reason that the adoption of it in product design enables designers to pinpoint errors in time and correct them accordingly, reducing the waste of time, manpower and money before the production process. Furthermore, it will have a good effect on presentations to customers or investors, who can envision the product directly.

 

Types of 3D Modeling Software

 

Since 3D modeling can achieve such powerful and diverse functions, there must be a variety of 3D software technical support for different purposes. Some excellent software is listed below.

 

  • Blender

Blender is a free, open-source 3D modeling software offering a range of animation solutions from modeling, animation, textures, and rendering, to audio processing, video editing, and more. It has to be said that it is a great choice for 3D modeling.

 

  • AutoCAD

As an automatic computer-aided design software, AutoCAD can be used to draw 2D drawings and basic 3D designs. With a wide range of adaptability, it can be run on microcomputers and workstations supported by a variety of operating systems. It is especially popular among architects and engineers.

 

  • Autodesk Maya

Well-known as the world’s top 3D animation software, Autodesk Maya has an excellent reputation and a high price tag because it features perfect functions, flexible work, extremely high production efficiency and realistic rendering. It’s applied in professional film and television advertising, character animation, special effects, and so on.

If you want to learn more about which 3D modeling software is better, you can check this article: Best Free Online CAD Software and Free CAD Software.

 

Learn 3D Modeling and Make Your 3D Model

 

If anyone is wondering whether 3D modeling is worth learning, the answer is yes. Because of the continuous development of 3D technology and increasing popularity, the future market has unlimited potential among many industries. Architectural designers, video game designers and animators are all available careers if you master 3D modeling. It will create many career opportunities as long as you commit to learning it.

If you want to do learn more about 3D modeling, check the case studies on our website. They introduce the process of 3D modeling and 3D rendering thoroughly. For instance, a house in California with explicit 3D modeling process. At the same time, the internet is a good teacher because it boasts free software and readily available resources for learning. After picking up the basics and getting familiar with the software, it’s feasible for you to start your own modeling.

 

Conclusion

 

3D modeling plays an increasingly important role in the production and people’s life, and its development prospect is not to be underestimated. Hopefully, this article has helped with learning about it and stimulating the motivation to learn.

AIMIR performs professionally in providing 3D rendering services, showing its superb 3D modeling technology. We are always ready to help with creating impressive architectural renderings if you need them. Please do not hesitate to contact us!

Free Quote

  • This field is for validation purposes and should be left unchanged.
Quote Now
Close