Archetype 3D

"If a picture is worth a thousand words then in this ,case the model was worth a 1,000 pictures."                              

  --Rich Wolfe, Lead Architect Heery International

Once or twice a month, we invite clients to Archetype 3D for a shop tour or visit them at their offices to present everything about scale models and how it applies to their projects. Site and campus specific scale models are perfect to improve client communications about design, public review and fundraising. During the course of one of our “Lunch and Learn” presentations with architects at Heery International, Rich Wolfe, the lead architect came forward with a hospital campus project in Aspen.  As it turned out, Aspen Valley Hospital was undergoing a major multi-phase project change to accommodate their needs the next 10 to 15 years. It was as if a light was switched on when Rich realized how a scale model would fit the Aspen Valley Hospital’s project.

The Scenario

Several important items were at play in moving the Aspen Valley Hospital project forward. A model would serve this purpose in a number of ways.  The public would be easily able to preview proposed changes in the buildings height and location at site through the next two phases. It could be used as a training tool for employees and emergency planning.  It could raise community awareness about the project prior to an election for bond issuance. Finally, the use of a model tends to decrease the cost in design and construction ultimately minimizing lengthy delays.

The Solution

Produce a model to reside at the hospital in a semi-permanent location where the hospital BOD and managers could meet with the community. The model served to meet key project objectives in the planning and funding process. First, it illustrated and demonstrated the design in physical form for public and city planners review. Second, it gave the hospital administration, staff, and architects a place and centerpiece to gather around to talk about and envision the future of the campus. Ultimately, the model was helpful to the Aspen Valley Hospital Foundation in pursuing fundraising.

The Process

We received the site plans, architectural renderings and elevations to develop a bid. We understood from working with Rich he would need some flexibility to make some changes on the fly as the model was built. We assured Rich as the project manager he would be able to track the project as it was being built on a regular basis by viewing photographic posts made by our shop manager. Equally important, we have an open-door policy for project managers like Rich to drop in and work with the  model makers to adjust small changes in design and to remedy any unforeseen design problems as the model was built. 

"Archetype 3D has a sophisticated operation with the latest technology like using 2D CAD drawings converting them into 3d physical pieces. It was easy to work with Archetype 3D team. They have an open door policy so I was able to visit while the model was being built and when I wasn't able to drop in I could track progress on line through daily photos of the job."

                                     --Rich Wolfe, Lead Architect Heery International

The Model Exceeded Expectations

According to Rich the model has smoothed the process on all fronts and revitalized the community around a vital part of its everyday existence—the hospital. “The low profile design illustrated by the model answered all their questions. The PUD process with the city planners was easier because we were armed with a model that illustrated near and long term changes to the campus.  It’s gratifying to see a model work and convey so much information to a wide range of different people in so many different situations.”

                                     --Rich Wolfe, Lead Architect Heery International.

How much will it cost?

More often than not, in the first minutes of conversation, clients ask, “how much will it cost?” before we even know what they want built into their project model. There is no fast and simple answer to this question. Each client and scale model project is unique. 

There are a lot of fixed elements and tangible variables that go into building a scale model. As simply beautiful as the finished scale model appears, developing a fair, reasonable and accurate price estimate can get a bit tricky, and sometimes, pricey. 

Fixed and Variable Scale Model Costs 

Most model’s costs depend on a number variables: the type of model, scale of the model, base size, the amount of design detail, special effects and crating.  Once we define the design of the model, the least inexpensive parts of building a model are the materials used to build it. Other fixed costs included in the equation are the management, facilities, supplies and equipment required to assemble them.  The single most expensive variable cost in building a scale model is the time our expert model builders take to create and assemble all the parts. 

Case Study: Mass model to full detail Guidelines

The amount of detail needed to show off your project to your clients will be the overriding factor affecting the price of your model. Simple mass models, showing fewer details on structures and in landscape, are often all you need. When the model is used to show height variations or building density, there is no need to put on all of the surface detail that would drive up the cost. 

On the other hand, a model used for marketing and sales may need to illustrate and accentuate detail. Colors, textures, seasonal climate and lighting effects all influence a client’s decision whether to buy. The size and scale of your model affect the price, too. In a showroom setting allow about three feet of space for people to circulate around the model. If the model is traveling to various locations specialized crates are built to fit in order to safely move and present the model with ease.

Examples Rough Model Pricing: All these factors considered, small site development topo tables 3X3’ up to 4X6’ with the site, landscaping and  mass models to show location and density may cost between $3K and $12K. Elaborate showroom or review process models for commercial properties, residential lofts, residential housing,  mixed use or resorts range from $25k to $45k.*  

*Note: these are rough estimates and guidelines. 

The Basics for a Model Estimate

All we need from you are architectural site plans, elevations and renderings to give you a definitive bid or estimate.  Any plans on hand? Our estimates are free!

       
Scale Model Define Patent Infringement Courtroom Case

“Working with Archetype 3d was a fantastic experience in developing a court room model for trial. There ability to understand the complexity we needed to make simple and communicate during trial was illustrated in the care they took to build a 3d scale model that matched our exact requirements. They did the job in short order, delivered on time and gave us easy to understand instructions for assembling them once they arrived. We at Dickstein Shapiro are so impressed with our experience, whenever and whever we need a 3d scale model we will look to them first.”

                                            --Bryan DeMatteo, Patent Attorney,  Dickstein Shapiro LLP



        Plaintiff's Design shown on Left      Defense Design on Right (The Good Guys!)

   The Scale Models graphically illustrate the differences in design & function!

The Scale Model Makers Challenge


Both Models are tested for ease of assembly in the shop before our clients receive them!

When a model is used in the courtroom it is called "demonstrative evidence"--evidence that demonstrates a point. In the case of McKesson Automation v Swisslog Holding, the point was about possible patent infringement. This case centered around two versions of a robot delivery system for medications at a hospital. The challenge was to build the models based on simplistic sketches shown in the patents themselves.

Case Technicalities and Formulating a Legal Scale Model Solution

Both scale models are packed in foam with easy to assemble step-by-step instructions!

The lawyers challenge was to demonstrate the differences and function between their clients rotar band pill picker system and the plaintiff’s patent.  Writing this down, I start to realize how difficult it is to explain these very straightforward concepts with  words. I worked to formulate an approached based on our client’s illustrations and arguments about how they would  present them during trial.  Essentially we had to show the functional system differences in the models we built to our client’s specification.

Our Client Won Courtroom Battle

Our team works to finish the crates for delivery to meet the clients courtroom date--tomorrow!

In a courtroom setting, a model sits in front of the jury long after arguments are made with illustrated graphics, photos and videos. This is a perfect example of “good models don't lie,” instead they instantly and simply tell the story as it exists.   Our client’s side won the case, and indicated the physical three dimension "3d" scale models we built were a pivotal tool in proving their client’s arguments.

Simple Objective--Delivery Your Model in One Piece

Delivering your 3D scale model projects as promised is as important to us as the information we receive from clients to build it. Once webegin to discuss the details about your scale model’s plans and vision for its use, we start thinking about how it’s going to be packed, shipped and delivered.

Is it going to be fixed in place on a pedestal at its destination or is it going to be moved from place to place for temporary display? First and foremost in our mind is delivering the model to you the way it left us —in one piece. Believe it or not, some of the largest models are split into multiple sections that require some complex crating and packing for shipment. So delivering a model in one piece takes on a completely new meaning.

The painted sign on the custom built plywood shipping container for the model says, “Warning: Handle with Care.” Models are fragile and must be “handled with care.”  When it comes to crating them for shipping we put a tremendous amount of time in building a suitably sized crate with foam padding all around and adequate support to enable it to survive in transit.  Nothing is guaranteed so we always make sure models are insured when being shipped by freight carrier.

Two Types of Crates

We do not advise standing on your model's crate!

There are two types models and crates to ship them. The most common are the durable and functional plywood crates built for models of all types and that can be reused if shipping to trade shows at multiple locations. The second is a rolling “roadie” style crate like the ones used for musical instruments and for models that will be moved from one viewing location to another by the client to promote their project. These are a more elegant and easier for many clients to handle. Often these are used for smaller models that have to be brought into meetings and conference rooms. 

 Enclosures are Made of Plexiglass

Plexiglas display enclosures are different from the shipping crates models are shipped in.  Custom Plexiglas enclosures protect the model for a longer life. People are curious and love to get their hands on the models in places like museums, showrooms or training centers. Enclosures keep “itchy fingers” from breaking them and altering their design. Practically speaking, enclosures keep dust off the models, or spills from staining them.  Enclosures assure a longer life for a model--especially if you anticipate making changes to it in the future.

Case Study: Doyle Drive Model--Shipped in Four Roadie Crates 

Last year, Dave Thorp, Manager of Design Visualization at Parsons Brinkerhoff, had us build a model for the proposed and planned changes along Doyle Drive from the Palace of Fine Arts to the Golden Gate Bridge in San Francisco, California. It was a large model about four feet wide and twelve feet long with the designated purpose of being split into parts to be reviewed by different neighborhoods and stakeholders affected by the roadway changes. 

 

Thorp explains, “initially it was going to be a one piece model but once we discussed how the model was going to be used, we decided split it into four pieces. It made it easier to move segments from one site to the next. So we had it cut into four pieces along different stakeholder’s neighborhoods and locations. With it being a long model this was perfect for moving around whether in a van or someone's car.” The “roadie” style crate was built with deep foam padding to protect each segment while on the move. The model was delivered complete with video packing instructions on how to unpack and assemble it too. So far, so good, twelve months later and no problems.

Case Study: Special Packaging Instructions for Legal Model

Recently, Bryan N. DeMatteo, Associate Attorney at Dickstein Shapiro LLP in New York requested a model to defend a client’s patent infringement case.  Actually the project required two exact replicas of hospital nurses station pill picking systems to demonstrate the differences between his clients design compared to the claimants. The project was on a short time line to begin with but needed to be shipped overnight plus two models had to ship together. The utmost care was taken to assure the models would be delivered whole and on time to DeMatteo. This time instructions were built-into the crate in order that it could be unpacked and assembled quickly.  Ultimately, DeMatteo was able to assemble the model in court and win the case on his client’s behalf.  

Remember, the sign stamped on the outside suggested, “Handle with Care.” Crating our models for shipping is as important as building them.  Delivering your project in one piece as requested is our priority from the day you sign the contract with us to build your model.

"The scale model Archetype 3D of the rollover scene clarified facts the defenses counselmisrepresented and stated inaccurately. The physcial scale model set the record straight and we settled before going to court a second time."

-Mike McCort, Professional Expert/Owner--Ponderosa Associates, Ltd. 

Law firms that understand how to "make their case" visually have a distinct edge in the courtroom. Three-dimensional physical scale models can translate information in a way that adds clarity and allows a jury to see things "with their own eyes." If the visual information is shared accurately and adeptly, it goes a very long way in helping you make your argument to win the case.

Actual Case Study

In this fatal rollover accident there was disagreement about how fast the car was travelling and the number of rolls it took before being stopped. The plaintiff's counsel requested the construction of this model to represent the facts. The key argument in the plaintiff's case were illustrated, showing that the forces at work caused the seat belt worn by the victim to release during the accident. The first trial was thrown out due to juror misconduct, yet the use of a professional scale model had made an indelible impression with the defense’s counsel. The case settled prior to going to trial a second time around.  The plaintiff’s counsel are certain the 3D physical scale model demonstrated the facts about what happened and resolved any disagreements so a settlement could be reached.

Models are Easy to View

A model allows the viewer to see what they want, when they want and from there own personal perspective. There is no other type of display that allows this kind of interaction.

A model creates a personal relationship with the jury.

Jury members young and old can easily relate to a model. When the subject is uncomfortable, gruesome or complicated a model bridges the emotional gap connecting the jury in a personal way to the perspective you are presenting. A model clearly explains difficult points and subjects in a comfortable and easy to grasp format.

A model creates a lasting impression

Models are a defining presence in the courtroom. After all other presentations are complete and materials are put away, the model is still present and in front of the jury. The model becomes an easy reference tool throughout the case clarifying and enhancing testimony without having to find a document or visual.

Complex ideas and designs are clarified.

Complex ideas and designs are more understandable and accessible to the general public with a model. A model is essential where understanding complex equipment is the key to winning the case. Attention spans are short. Not only do you need clarity, but also showmanship to make your points stick in the jury’s minds. A model is often the single best device to amplify critical case points and reinforce complex concepts.

 

With a model, the case may end in discovery.

We have delivered models only to hear days later that the case is settled and not going to trial. Settlement out of court is the preferred outcome for many cases and a model can become significant leverage in the settlement negotiations.

Archetype 3D—Thirty Years of Model Making Experience

With thirty years of model making experience, and a fully equipped 7500 square foot shop in Louisville Colorado, Archetype 3D will make it easy for you to get familiar with model making techniques, and technology. We advise and guide you to the best construction process for your particular display. Call Archetype 3D for a quote on models for your upcoming cases.