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A RT I C L E
To set the non-existing in an existing
environment
In real estate promotion, appropriate presentation of architectural facilities is of great importance. The future tenant of
office space first of all wants to see the building, explore the features of both the interior design and the surroundings.
That’s why 3D graphics are the most effective way to show a building that does not yet exist. Modern technologies make
it possible, for example, to create visualizations presenting a building’s body from all sides. The most interesting thing
for future users is certainly the possibility to see the office building in the environment in which it is rising. Graphic de-
signers can virtually build both the facility under construction and the buildings that already exist around the project.
But personally I believe that the most effective way of presenting a project under construction are realistic visualizations
of an office building integrated with images of the actual environment.
High quality visualizations combined with photography make it possible to comprehensively present an office building in
relation to the facilities that are important for its location, providing full service and commercial, as well as transport in-
frastructure. Viewing 360-degree panoramas, the future tenant can see not only photography, but also get a large dose of
essential information, for example about the facility’s location in relation to important places in the city, such as railway
stations or major transportation routes. Moreover, modern technologies and the use of software for presenting projects
give you an opportunity to comprehensively view each floor of the building, the layout of the rooms and technical data.
Let’s remember that appropriate visual presentation is the key to success when it comes to winning customers. When
leasing large spaces is at stake, no one takes hasty decisions and proper promotion of a facility can be important for
generating interest among potential users of office space.
Tomasz Ogrodzki, Partner at SkyConcept
A virtual walk
The presentation opportunities offered by architectural visualizations also include the creation of multimedia filled with information about an office
building. Viewers can now take a virtual walk around the building and get a 360-degree view of its actual external environment. Multimedia of this kind
are made in the form of panoramas using images of the project’s surroundings.
Visualizations of the building are integrated with aerial or ground images. The whole thing made into a virtual tour allows you to see the facility in its
actual environment. In addition, such multimedia can be enhanced with interactive markers that can be used to point, for example, to public transpor-
tation stations, major streets, direction towards the airport etc. on a 360-degree panorama.
It is also possible to create a virtual walk inside the office building. The website of the Proximo office and service building in Warsaw features a movie
showing the space inside the property, which is still under construction. 3D visualizations in this form certainly meet the expectations of future tenants
and facilitate effective promotion of architectural facilities.
Even if architectural visualizations themselves are an excellent way to present a project, importance needs to be attached to the quality of a multi-
media gallery to be created. Graphics can sometimes significantly deviate from reality, which can negatively affect the perception of the building by
potential tenants. Visualizations where human figures are outsized and buildings are set in an unidentified space may only harm the image of the in-
vestor and the facility. When choosing the promotional tool, that is multimedia created with the use of computer graphics, one thing to keep in mind
regarding real estate marketing is that materials provided to a wide audience are an expression of the investor’s commitment to customers and a sign
of keeping up with the times.
Dominika Mrowińska
Domaniewska Office HUB, Polski Holding Nieruchomości S.A.
Realization of photographs and the visualisation/Realizacja zdjęć i wizualizacji: SkyConcept.
