Tag: the philosophy of render

Keeping it Real

December 18, 2022

The capabilities of BIM continue to grow incrementally through improvements to algorithms and hardware. About this time last year, I wrote about how I thought BIM packages that offered the real-time estimation of energy performance, carbon impact or cost would be an incredibly useful for the verification of design decisions. Rather than that becoming a […]

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The Emotional Layer

September 18, 2022

Graham McKay

marketing, the philosophy of render

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This first image is courtesy of Moon World Resorts, Ltd., a Canadian consortium proposing to build a moon-shaped hotel in Dubai. The image says just that. Moon-shape, Dubai. It could only say Dubai more if Burj Khalifa was also in the image but that’s impossible because moon building is exactly where Burj Khalifa was last […]