Sector: Architecture / Real Estate / Interior Design
Immersive Real-Time Pre-Visualisation for Prestige Real Estate.
This case is fundamental because it shifts the focus to commercial concreteness and luxury real estate, addressing “future and purchasing decisions” and demonstrating that XR reality is not “an alternative” to traditional design, but its natural enhancement.
A leading real estate and design agency needed to market a prestigious four-unit villa before the first stone had even been laid. The main challenge in the real estate sector is bridging the client’s “imagination gap”: even today, despite photorealistic static imagery being the de facto standard, it is hard to go from an empty plot of land to an emotional perception of one’s future home.
The starting point was the 2D and 3D digital foundations provided by the design studio, and a solid technical collaboration with architect Sergio Brancolini. Applying our photorealistic texturing and dynamic lighting process, we transformed a technical drawing into a vibrant living experience, modelled with precision to be “anchored” exactly to the coordinates of the real plot of land.
Using XR headsets, prospective buyers were able to walk in real time on the undeveloped land, watching the villa’s volume appear exactly where it will be built. Moving around the virtual structure at 1:1 scale, they were able to admire its aesthetic impact, the balance of proportions and the perfect architectural integration of volumes into the surrounding landscape.
The preliminary visualisation of the exterior allowed solar exposure on the facades to be assessed and every aesthetic detail to be refined before the first excavation. The result was described as “exceptional” by the agency, as it removed all buyer uncertainty, dramatically accelerating the closure of negotiations and positioning the agency’s brand as a technology leader in the real estate market.
App used: HDT Build.