Collaboration with C3D Architecture & Sioni Group
Part of our services includes design visuals—a service that assists architects in designing architecture, preparing visuals and CG films for competition submissions, and creating high-quality presentation materials.
This article - is a small case study of our collaboration with C3D Architecture, a New York-based architecture studio that recently designed a 68-story skyscraper at 100 West 37th Street, Manhattan, for the developer company Sioni Group. You can read more about the development on Yimbi, where you'll find details about the building process and see photos of the rising giant.
In this article, we will explore the design and visualization process and why they go hand in hand.
The Visualization Process
The visualization service for architectural teams is already well known. Architects design, and to get proof of concept, they send their models (files) to visualizers—whether freelancers, in-house teams, or professional teams like us—to bring a narrative and artistic vision to life. You might argue that AI can do this for them, but we’ve addressed that in our previous article. Our industry exists as a significant extension of architectural vision. Artists aren't merely creating pictures; they are proposing different points of view, a vision, and a narrative. They can transform an architectural idea into a story. And a story is much more—it’s a pitch. A story attracts attention, creates desire, and provokes curiosity.
We started with quick sketches—essentially playing with a very raw model provided by the architecture studio C3D Architecture—to create the perfect presentation material for a team working under tight deadlines.
The Initial Idea
The first three images represented the initial idea. Although photorealistic and perfectly communicating the design of the skyscraper, they showed a tall glass structure with three major terraces, combining residential, commercial, and office spaces. The building is divided into three blocks, with the divisions clearly visible as terraces create gaps between them.
The Process
Throughout the process, and with client feedback, the design was adjusted slightly, mainly in the curved form of the glass, the base, and some terrace designs. All views and lighting options were proposed by our team to better communicate the design implementations. The blue hour lighting perfectly highlights the curved glass design, allowing the city’s reflection and the interior’s transparency to be beautifully visible. We modeled all surrounding historic buildings and placed the correct city backgrounds to accurately represent the location and showcase the gorgeous views.
The Numbers
Overall, we spent 20 working days on the full visualization package, starting from the initial sketching views, going through three rounds of revisions, and including project calls and design communication. The team involved included an account manager, project manager, senior art director, senior 3D modeler, and both senior and mid-level 3D artists.
To read more about the project, follow the Yimbi link. Get in touch and say hello: chris@marygold-studio.com