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How do we tell the glossy rendering from the hyperreal visualization? We may say the former strives to forge a glamorous illusion and the latter to represent the human experience of space. But does the difference run deeper?

If we follow the thinking of Baudrillard and Debord, spectacular glossy renderings kill human fantasy and memory. Such renderings can only be consumed passively and without any real engagement. Hyperreal visualization, on the other hand, inspires interactive and mindful perception of the space in the image. Real buildings, rather than their glamorized image remain the main focus of the hyperreal visualization. As a consequence, hyperreal archviz ‘sells’ potential reality rather than prefabricated dreams. Glossy rendering allows you to own a fantasy as if it was an object. Hyperreal visualization ignites your own dreaming.

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