Seminar #20 From Imagery to (Un)reality

The visual communication of architectural projects has changed dramatically in the past decades. End-users, clients and decision-makers are exposed to hyper realistic models that leave little space to imagination and personal interpretation. Architects continuously adapt their language to convey the narrative of each project and to meet the high expectations of the public. With a mix of aesthetic, rhetorical and technical skills, they shape our imagination before shaping the city.

Who are the players involved in the production and consumption of images, and what game are they playing? What were the priorities of architectural representation fifty years ago and how did they evolve after the digital revolution? How could you juggle reality and representation, visual tricks and exactness, glossy dreams and hard truths?

Alberto Cibinetto, Matteo Sartori and Valentino Nicola are specialised in describing and narrating architecture through images and emotions. Together they founded Baumatte, an architectural visualisation studio, and Bauclassroom, a certified training centre. They will accompany us in their workshop and show us some of their visual craftmanship tools.