Visualization in architectural production will gradually shift towards animated forms and will become the standard of reference when working on architectural projects and competitions, says Máté Hámori, the CEO and co-founder of ZOA Studio, a Budapest-based visualization studio specializing in architectural visualizations and animations using advanced 3D technology.

Speaking to the World Architecture Community as part of WAC Innovative Minds: Architectural Visualization series, Hámori argues that even as advanced technological tools develop, storytelling will remain an important element and technology will only serve it. 

András Onodi and Máté Hámori founded ZOA Studio in 2005 in Budapest and Valencia to produce architectural visualizations and animations to serve the world’s leading architectural firms and real estate developers.

Video and animation are the two key elements that the studio focuses on to generate impressive returns. Hámori stated that "what makes the studio unique is its vast experience in crafting over 250 architectural animations for real estate campaigns and architectural competitions."

Storytelling is at the core of visualization

For their studio, storytelling is at the core of visualization. According to Hámori, it is also important to thoroughly analyze the current circumstances of the project to define a target group.

"For us, the story is the most important aspect, and also very thoroughly analyzing a project’s current circumstances to define a target group," said Máté Hámori. 

"This is how you create an adequate story in the visuals, so you can build a golden bridge to the heart of your audience," he said.

"It’s also worth mentioning that all of our artists are architects, focused on bringing projects to life in the best possible way using their unique skills and experience."

"However, our primary goal is not just to achieve artistic excellence but business success as well, ensuring happiness in both sides," Hámori continued.

"By 2050 most new developments will be sold without physical handshakes"

Regarding the fact that physical architectural models are being produced less and less and are increasingly being replaced by digital visualizations, Hámori claims that 3D rendering and animations are used in architectural presentations because they cover multiple scenarios.

"They are also being reusable and super easy to deliver," Hámori added.

"We believe that as a result of global investors and buyers being involved in more and more projects, by 2050 most new developments will be sold without physical handshakes."

"Therefore, computer graphics will play a critical role in the whole approval and sales process of architectural and real estate concepts," he added.

"AI is a very useful tool that can help artists essentially expand their capacity"

He claimed that developments in artificial intelligence for the field of visualization will not have a negative impact to the industry, but on the contrary, AI will help "artists positively to expand their capacity to create effective architectural stories."

"AI is a very useful tool that can help artists essentially expand their capacity to create effective architectural stories that react perfectly to the brief and communicate beautiful visions," Hámori said. 

"I am personally not worried about negative consequences and rather expect AI to speed up the evolution in this particular field and play a very positive role in architectural visualizations generally," he added.

Viva Virgolo by Snøhetta. Image © ZOA Studio

Read the WAC's full edited transcript of the interview with Máté Hámori below:

Berrin Chatzi Chousein: Currently, the expression of rendering alone is generally considered quite abstract and insufficient. How do you define visualization in architecture other than rendering expression?

Máté Hámori: Visualization is primarily expressing a story through a rendered image – and exactly for these reason moving pictures like animation and cinema-graphs have recently started to fall into line with this idea as well. While still images continue to be a primary means for this kind of expression at ZOA, we feel that a new trend has started and will slowly move towards these animated forms as a go-to standard when working on architectural projects and competitions. More peculiar visualization types such as VR will also remain in our toolbox and play a bigger role in showcasing new developments and properties. At the end of the day, storytelling is king, while technology just follows and serves it as much as it can.

Berrin Chatzi Chousein: Tell us a bit about yourself and your firm, ZOA Studio. What services does your company provide? What does ZOA pay the most attention to when visualizing architectural projects?

Máté Hámori: Video is our main medium. Animated content is a new and exciting dimension to how architects and real estate developers can showcase their projects and also opens up new avenues in marketing on multiple channels. As people spend more and more time looking at their phones while the amount of content is increasing like crazy, we know architectural concepts and visions have to stand out on smaller screens and social media platforms. ZOA has continuously innovated, showing architecture firms and real estate developers that video and animation can be a strong foundation to achieve impressive returns. With that said, an artistic approach to the whole project at hand and a deep understanding of our clients’ goals and problems are the two most important pillars our projects stand on.

Budapest South Gate Masterplan by Snøhetta. Image © ZOA Studio

Berrin Chatzi Chousein: Compared to previous years, we increasingly see architects working with fewer physical models to present a project to their clients. They are almost being replaced by more 3D rendering images or animations. In your opinion, what do you think is the reason for this? Why are 3D images so important apart from advanced technologies, tools, or fast production methods?

Máté Hámori: We think that 3D images and animations are pretty straightforward solutions to cover multiple scenarios in architectural presentations, while also being reusable and super easy to deliver. With animations and VR, you can also compensate your audience for the lack of a physical connection between them and the visualization. We believe that as a result of global investors and buyers being involved in more and more projects, by 2050 most new developments will be sold without physical handshakes. Therefore, computer graphics will play a critical role in the whole approval and sales process of architectural and real estate concepts. 

Berrin Chatzi Chousein: It is possible to talk about a notion of style in architecture. Can we also talk about the notion of style in architectural visualization, 3D rendering or architectural animations? How would you describe ZOA Studio's style in visualization and animation?

Máté Hámori: I think it’s very much possible to identify styles. As architectural visualization is a fairly new field of applied arts and the number of top-quality artists is still limited, we feel constant experimentation with trends and artists inspiring each others’ work tremendously. New approaches and visions spread like forest fire and as a result, you can very easily detect new styles emerging even in this field’s short history. By now one can start to identify variations between the styles of artists and studios as well regarding compositions, lighting, and the use of colors.

Mandarin Oriental Hotel by UNStudio. Image © ZOA Studio

Berrin Chatzi Chousein: What details are important to you in architectural visualization - light, rendering technique, composition, and environmental factors? And, what tools do you use to prepare your renderings?

Máté Hámori: For us, the story is the most important aspect, and also very thoroughly analyzing a project’s current circumstances to define a target group. This is how you create an adequate story in the visuals, so you can build a golden bridge to the heart of your audience. In terms of technology, we use the mainstream 3DSmax, Corona, PS combo for images and we use DaVinci for post-production in animation projects. We experiment a lot with plugins and software all the time, but we feel that while great tools are important, what’s even more important is to be inspired, work in a good environment, and have a well-established workflow to be able to produce effective results continuously. It’s also worth mentioning that all of our artists are architects, focused on bringing projects to life in the best possible way using their unique skills and experience. However, our primary goal is not just to achieve artistic excellence but business success as well, ensuring happiness in both sides.

Berrin Chatzi Chousein: The impact of Artificial Intelligence (AI) is seen in almost every chain of architectural production, including the construction stages. Where human imagination is becoming obscured by mechanical production, do you think AI is restricting the potential of human creativity and imagination? Considering that each tool offers its own predefined colors, materials, effects, presentation palettes and techniques in a library, can all these also bring a copy-paste approach in architectural visualization?

Máté Hámori: Although it is impossible to predict how AI will affect the future of any current field and role, at first glance, AI is a very useful tool that can help artists essentially expand their capacity to create effective architectural stories that react perfectly to the brief and communicate beautiful visions. I am personally not worried about negative consequences and rather expect AI to speed up the evolution in this particular field and play a very positive role in architectural visualizations generally.

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This article has been published as part of the WAC Innovative Minds: Architectural Visualization series. Our next write-up will feature interview series from Architectural Photography and Artificial Intelligence (AI). 

We invite you to join our interview series to discuss the future of architectural visualization together. Contact us to take part in these series: [email protected]. Selection of the firm in the new series is at WAC's discretion. 

Top image in the article: Máté Hámori, CEO & Co-Founder, ZOA Studio. Courtesy of ZOA Studio.

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