Press
Insights, ideas, and perspectives on architectural visualization, storytelling, and the craft behind creating images that resonate. A place to explore how thoughtful visuals shape the way architecture is experienced and understood.
8 min read - by Norbert Dumitrescu
AI in Architectural Visualization: Beautiful Is Not the Same as Accurate
AI is here. It is not going away. And anyone still positioning themselves as being "against" it is having the wrong conversation. The more honest question, the one architects and developers should actually be asking, is not whether to use AI in architectural visualization, but where it earns its place and where it quietly misleads you.
5 min read - by Norbert Dumitrescu
Why Some Developments Sell Out Before They're Built, and Others Don’t
A render is not the product. It's the answer to a question someone hasn't consciously asked yet: should I trust this project enough to buy something that doesn't exist yet?
5 min read - by Norbert Dumitrescu
Why 10 beautiful renders won't sell your next development
A closer look at how the industry is changing and what we can do to get ahead of everyone.