Pittsburgh Athletic Association
2019
When architects show their design to the clients, they sell not only the project itself but also the present and future experience that comes with it. A well-made visualization is a part of this experience – the one that creates anticipation, dream, and desire. It does not just signify ‘luxury’ by depicting expensive buildings. It radiates an air of inherent exclusivity, the real understated preciosity which only comes with quality and rarity. These qualities correspond to the uniqueness of the project that the visualization represents. But there is also a value system, a cultural capital attached to hyperreal visualization that goes above the mere idea of exclusivity and luxury. Hyperrealism fulfills the demand for authenticity and experience-driven lifestyle of the last decade and inspires slow and insightful contemplation of the universe.
