Advertising campaigns use the art of rendering


Since the mid 20th century, architecture has influenced the world of advertising. Modernist architecture in particular has become something of a standard backdrop for every type of product. Its aspirational allure has come to symbolize everything from quality and good design, to innovation.

As architects push the boundaries of imagery through the use of technology and sophisticated creative software advertising is, again, following suit by employing rendering techniques used by architectural studios on a daily basis, to create glossy, futuristic backdrops, as well as dynamic product shots. Top rendering studios boast a diverse range of clients, from international architecture and property development firms, to audio and video manufacturers and furniture producers. That high end audio system you see in the magazine? It probably hasn’t even left the factory yet, and chances are its slick, luxurious backdrop is a collage of different elements all woven together to create one striking visual.

As Paul Keskeys’ article reveals, some brands are not only applying architectural rendering techniques, but also the architecture itself as inspiration to create witty, futuristic campaigns.


100 Shades of colour

There’s nothing like colour to lift the spirit, as Emmanuelle Moureaux’s recent installation attests. To celebrate the 10th anniversary of the National Art Center of Tokyo, the architect and designer created the poetic “Forest of numbers”, a rainbow hued matrix of 60,000 brightly coloured numbers suspended from the ceiling, arranged in three dimensional grids. Through a cut out section which forms a pathway, visitors are invited to walk through the numeric forest which occupies the 2,000 square metre exhibition space.

A native of France, Moureaux moved to Japan more than 20 years ago. Fascinated by the vibrant colours of Tokyo, colour remains the guiding principle of her work, combined with the concept of ‘Shikiri’, which literally means “dividing (creating) space with colours”. Through the use of various colourful elements Mourreaux creates divisions that are subtle and light, evoking a sense of stillness and visual stimulation at the same time.

Read more at Designboom

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