A client recently commented that maybe physical models are being replaced by virtual worlds. The truth is that 3D model making is enhanced by computer graphics (CG) and physical models provide a completely different and unique experience from computer images.
COMPUTER GRAPHICS: Film shown on a screen that can be sent over the Internet and great for showing details and specific information, if it is done well.
PHYSICAL MODELS: An architectural display, showing scale and depth, offering the opportunity to have people come to see it. A great tool for the real estate developer’s sales office, to aid with client questions about what the finished project will be, by showing a vast amount of useful information to scale and at once.
The physical model experience is more museum-like, in its grandness, and yet personal, offering a sense of closeness, while showing features and the complete picture, in one view.
A sales office can put up TV screens and show animations, but it is hard to gather 10 people around it, talk to them, and show everyone what they want to see simultaneously. No matter how cool the animation, it is still 2D pictures showing one view at a time.
In a sales office the physical model will generate the most amount of attention and can answer 10 people’s most immediate questions. If someone is trying to see the relationship between their unit and the pool, (or the garden, or the golf course) you might be able to find it on the 3D graphic, but it is always right there on the model so that the question is often answered before it is asked.
The ideal sales center uses a dramatic 3d model as a center piece and enhances the experience with just the right amount of computer illustrations and fly-through images to give a full understanding of the project. Any complete sales office will also use printed brochures, illustrations, material samples, and a welcoming environment. It takes a lot of tools to make a client comfortable enough to buy something that will not be developed for months.
Archetype 3D enjoys presenting our architectural scale models along side CG and other marketing materials. The combination of computer graphics and 3D models enhance the experience, while offering a level of comfort, to the buyers.
I would love to hear from sales people about how they use models and graphics differently to create the sale. Feel free to post a comment below or contact me directly.