office building visualization: the case study

Globalworth – the complete Case Study

Let us walk you through the process behind this office building visualization project! We’ll explain what were the client’s problems, and then we’ll detail our approach as well. If you’re curious, check out the creative process and the result at the end of this post!

  • The brand challenge
  • What did Globalworth need?
  • Our approach
  • The creative process
  • Materials & Lights

Globalworth Square logo on the wall in the lobby, and 3 raw, beige rocks resting over the reflective pavement.

1. The brand challenge

In a fiercely competitive market and a large pool of offers, it’s not enough to have a better product. You need to make it look better than your competition! And even though Globalworth is the biggest office building investor in Romania, the marketing strategy relies on the product’s image.

After all, a space that claims to host innovation in business must be the reflection of this direction. Especially in this area, where no one invests in the past, but only into the future.

So, our mission here was to help Globalworth reflect its brand through interior design and high – end architectural visualizations.

Magazine cover mock-up showing the Globalworth Square building visualisation, as seen from the lobby.

2. What did Globalworth need?

In other words, our job was to align the existing office building visualisation set with the new Globalworth SQUARE concept. Let’s see what that was!

Business meeting discussing on an architectural model of the Globalworth office building.
Alexandru Barat made this image for the Globalworth brochure.

As we saw the the brochure they were preparing, we quickly understood the visual culture level of their ideal client, one that sees value behind fine architectural details.

Still, when we arrived in the scene the project has already seen a few phases. The creative direction at Globalworth wasn’t fully satisfied with their existing spacial visualisations, so we had to back up a concept that proved hard to translate into space. We brought the new – retro, raw and stylish feeling that Globalworth envisions within this project.

Plans, sections and axonometry of the Globalworth office building in Bucharest.
Alexandru Barat made this images for the Globalworth brochure.
The office building visualisation before and after collaboration with Overlap archviz studio.
Existing visuals side by side with our result.

3. Our approach on this office building visualisation project.

The mission & strategy.

Over a 1 day brainstorming session, we surfaced the challenges that Globalworth SQUARE. The current design wasn’t putting anything new to the table, so our main goal here was to bring something fresh to this market, to the businesses that will inhabit these spaces and their customers.

As a strategy, we didn’t try to inhibit the facade with too much vegetation, but we did not ignore the green areas aspect. On the other hand, the interior was designed to emphasise the contrast between raw and finished materials, creating a neo – baroque vintage atmosphere.

Understanding the BRAND.

Globalworth branded themselves as innovators on work – play balance in the office building market. They create a strongly bonded community within their art & tech district, and generate growth by approaching problems differently.

Understanding Globalworth’s clients.

Well established businesses that need spaces to foster innovation and support their process. They appreciate a diverse working space, the premium amenities and a good location. Businesses that want to be a part of a new movement in the largest office hub found in Bucharest.

4. The creative process

We acknowledged what wasn’t working with the previous lobby design understood the desired vision, and as a result we started looking towards the proper materials for the design.

Mood board of materials used for the lobby interior, such as charcoal black, textured tiles, brushed copper details, San Pedro marble and deep green vintage leather.

Our vision was centred around a neo – raw baroque lobby that breaks from the conventional business like look. Loads of contrasts, from soft to very rough textures, and an accentuated height depth that would emphasise the raw details found in nature.

The goal was to bring in bold elements and bold textures, an artificial nature within pragmatic limits. It’s true that we enjoyed some creative freedom here, but this involved searching and testing limits within to act.

At that point, it was obvious to us that the lobby should allow users to be part of the shifting dynamic sought by Globalworth. A new vision and an edgy vibe. A new experience.

The process behind making of the lobby visualisation in 3ds Max, from model to lights, materials and post processing.

As for the exterior image, we experimented with light, a really important visual element. In fact, we used the facade to reflect a particular moment of the day. The golden hour.

By the way, if you’re curious you can check out our Instagram and stay tuned to our newest projects!

The making of the office building visualisation in 3ds Max. Searching for the best light settings, materials and post processing.

5. Materials & Lights

The main materials used for the visualisation of the office building lobby.

Usually a single light source won’t do, and this time was no different. Here we used one main light source and another five. See how we added support lights to help out the Sun? A couple more key lights to emphasise the rocks in the scene, and that was it!

Showing the position for the lights inside the lobby scene of the office building visualisation.

Final result of the office building visualization project:

Office building visualisation showing the public space vegetation lightened by the reflection of the sun in the skyscrapers.
View of the Square office building lobby, designed in a raw baroque style, with contrasting textures from uncut boulders and finished, reflective materials.

Meet the team behind this blog!

    Our expertise is focused on architectural visualization and spatial branding through high-end photorealistic CGI.

    We are architects at our roots. That’s why we begin every visualization project by understanding the problems the client addresses within their design. Then, we add layers of substance as we dive deeper into the client’s vision of reality. In other words, we OVERLAP realities.

    Therefore, our mission is simple. We consistently deliver meaningful work that exceeds client expectation. We help you communicate your project & increase its value.

    Led by Monica Safta and Răzvan Socol since 2018, OVERLAP helped some world known designers communicate their visions. Like Peter van der Jagt, or Karim Rashid.

    Check out our project case studies & blog!

    The OVERLAP visualization studio founders at the 2018 Venice Bienalle. Monica Safta on the left, and Razvan Socol on the right.