Integrated marketing and communications firm Linc has introduced virtual reality (VR) and 3D modelling to its service mix, acknowledging the increasing importance this tool is to marketing to the building and construction industries.
The advanced and cost effective digital service provides architects, builders and property developers with high impact visuals and fly-throughs of project designs in the context of a realistic built or natural environment.
Executive director of Linc Digital Matthew Clark says high quality digital imaging and its ability to sell a concept can either make or break a project.
“It doesn’t matter how sound a project design is, if it is not presented in a way that embraces the stakeholder it may not create the impact required to win a tender, gain community support or make a sale ‘off the plan’,” he says.
“As an integrated marketing and communications firm, we have been involved in a great deal of tender presentations. Linc recognises digital imaging as an important marketing tool and partners with the development project teams to develop visuals by applying expertise in community and public relations, marketing strategy, design and animation. As a result, high impact multimedia tools are developed in response to defined outcomes. It is an approach that has proven extremely effective.”
Linc uses architectural drawings and integrates real footage with 3D modelling to produce high quality virtual reality fly-throughs, taking viewers on a realistic journey through a design even in its concept stage. Fly-throughs are especially effective for presenting sustainable building developments, transit oriented urban developments, and major public infrastructure projects.
The company also produces realistic, scaled models for public display by using already rendered 3D graphics. A sophisticated program reads 3D CAD drawings and transfers the information into a router, which then cuts the model components from plastic wood, MDF or similar material to be assembled by hand.
Textures such as road surfaces, grass, brick walls, steel and windows are applied as sticker or printed directly onto the model with miniature trees, people and cars. It is a revolutionary technique pioneered by Linc, which is both cost effective and adaptable, allowing changes to be made to models that have been subjected to planning authorities or public comment.