2. Architecture - ⦿ viz academy

#### Contents - [[#Introduction: Quantity and Quality|Introduction: Quantity and Quality]] - [[#A Digital-First Industry|A Digital-First Industry]] - [[#BIM and Digital Twins|BIM and Digital Twins]] - [[#BIM and Digital Twins#Digital Twins for the Entire Lifecycle|Digital Twins for the Entire Lifecycle]] - [[#Conclusion|Conclusion]] - [[#Conclusion#Key takeaways|Key takeaways]] - [[#Next Article: Fashion & Manufacturing|Next Article: Fashion & Manufacturing]] - [[#Next Article: Fashion & Manufacturing#References|References]] --- ## Introduction: Quantity and Quality Architecture and theatre have a **shared medium**: three-dimensional space, rather than the 2D silver screen. [^2] Stark differences lie in the scale of the industries: Architecture alone ($380–400 billion) overshadows the global Theatre industry ($50–70 billion)- while the larger Live Entertainment sector ($1.3–1.6 trillion) rivals Film & Television in size, it is still dwarfed by the $14 trillion global Construction industry, that Architecture sits within.[^1] ## A Digital-First Industry This vast size, scope, and mandate for accuracy required of the Construction sector, means that far more **demand**, and therefore [R&D](Glossary.md#R&D%20(Research%20&%20Development)), has gone into the development of tools for Architecture, with '[ArchViz](Glossary.md#ArchViz%20(Architectural%20Visualisation))' practices now far more embedded and developed[^3] than comparable practices are in any Entertainment sector (e.g. Live Events, Film & TV).[^4] This owes as much to availability of dedicated software is it does to education planning, and industry standards & infrastructure. ![](archviz.jpg) *Typical realtime-rendered ArchViz, likely Unreal Engine. Not 1:1 with reality, but a good representation of layout elements.* Architecture, and the construction process more broadly, operates on very long timelines, with high safety demands on permanent structures[^5], far less ephemeral than our own art form. This may also credit the success of digital ArchViz. Because it may be years or decades before clients see anything close to a finished product, technology may serve as a welcome leap ahead in time, rather than a distraction to a living process.[^3] As previs tech becomes more accessible and options become more abundant, it could serve theatre makers in similar ways.[^6][^7] Indeed, the theatre industry is already using tools developed for Architecture specifically - tools that are deeply integrated into the modern architecture workflow, like 3D modelling, Building Information Modelling (BIM), and advanced visualisation[^9][^10]. ## BIM and Digital Twins The architectural industry underwent a significant shift from 2D drafting to 3D modelling decades ago[^11]. More recently, **Building Information Modelling (BIM)**[^8][^12][^13][^14] has become central. BIM goes beyond simple 3D geometry: practitioners create a single, intelligent, data-rich digital model shared by architects, engineers, contractors, and other stakeholders. This term [Digital Twin](Glossary.md#Digital%20Twin)[^12] has seen more prominence in recent years across industries, acting as a powerful common goal about how we can use technology in simulating aspects of our own reality. A Digital Twin for BIM or Architecture contains not just spatial information, but also data about materials, systems (like electrical and plumbing), costs, and scheduling. This facilitates coordination throughout the project lifecycle. A look at headlines over the years shows the advanced stage of this technology and implementation[^15]. High-fidelity photorealistic renderings, animations, and increasingly, real-time 3D walkthroughs using game engines like [Unreal Engine](Glossary.md#Unreal%20Engine), allow clients and stakeholders to "experience" a space long before construction begins. This helps secure approvals, refine designs based on feedback, and minimize costly misunderstandings[^3]. **Virtual Reality (VR)** and **Augmented Reality (AR)** further enhance this[^16], enabling immersive design reviews, collaborative sessions with remote teams, and evaluation of factors like ergonomics and accessibility. This longer lead time, and permanence of construction, means that this tech is more rigorously employed for client persuasion and detailed multi-disciplinary review, very early in the planning process. ### Digital Twins for the Entire Lifecycle Architecture and the wider sector (Architecture, Engineering, and Construction, or AEC) have embraced the concept of the **Digital Twin** more comprehensively than perhaps any other field outside manufacturing. [^12] Once construction is complete, the digital twin remains active, receiving data from embedded sensors within the building. Live 24h feedback and simulation enables clash detection between building systems, structural integrity monitoring, or energy performance. Predictive maintenance recommendations are possible, and long term 'lifecycle facility management' is the result: [^13] a deep, data-driven use of a digital twin throughout the building's life. ![](bim%20dt.jpg) *BIM Digital Twin models contain all necessary information to simulate a building's safe construction and maintenance, and can be updated in real time from sensor data indefinitely, during the building's lifespan.* ## Conclusion Architecture's deep integration of digital tools is a response to the complexity, cost, and longevity of building projects [^5]. These workflows are for comprehensive pre-planning and clear communication, through high-fidelity digital representations of the final product [^3]. ### Key takeaways - Digital Twins go beyond planning: an integrated data model throughout a product's lifecycle could improve pre-emptive fixes, and allow closer coordination between departments. - High-fidelity visualisation can streamline comms and speed up approvals. - Virtual testing of physical elements can help detect issues early, if access to them is limited. - Standardised digital workflows can optimise ad-hoc processes, including software and collaboration. While theatre production operates under different constraints, and primacy is placed on performance, theatre makers face similar challenges in coordinating complex designs and managing resources effectively. Perhaps there are a few principles that could be useful here, though. This inter-industry view could seed demand for innovation: What are the barriers to more advanced tools that suit the workflow of live performance? Could process infrastructure lead us to smoother productions, clearer communication, and greater creative freedom within demanding schedules? ## Next Article: Fashion & Manufacturing Let's explore [3. Fashion and Manufacturing](3.%20Fashion%20and%20Manufacturing.md) next. --- ### References [^1]: Read more in the [Global Industries](Global%20Industries.md) appendix [^2]: Further reading on this common ground in modern times, spatially and artistically speaking, may include the works of Bertoldt Brecht (The Empty Space) and Walter Gropius (Theatre of Bauhaus). But otherwise this is no more than a reductively simple statement, to indicate that the means of production of built structures and theatrical production may have some common ground in their disciplines, as far as these forms in space have an impact on the person. [^3]: 2017 Architectural Visualization Technology Report (Chaos Group) https://www.chaos.com/blog/2017-architectural-visualization-technology-report [^4]: PwC Global Entertainment & Media Outlook (2024–2028) https://www.pwc.com/gx/en/news-room/press-releases/2024/pwc-global-entertainment-and-media-outlook-2024-28.html [^5]: McKinsey & Company: 'The next normal in construction' (2020) details how construction’s long timelines (often 20% longer than planned due to safety and regulatory checks) and permanent stakes dwarf other industries’ cycles. https://www.mckinsey.com/~/media/McKinsey/Industries/Capital%20Projects%20and%20Infrastructure/Our%20Insights/The%20next%20normal%20in%20construction/The-next-normal-in-construction.pdf [^6]: The word 'Previsualization' first appears in the Theatre Design & Technology magazine in Winter 2015, in reference to WYSIWIG Perform. This particular magazine is currently not accessible to members in archives but does appear in digital searches. [^7]: Further reading: Theatre Design & Technology - Summer 2024 magazine showcases the current state and set of resources available to set and lighting designers. https://www.usitt.org/archives [^8]: Further reading: BIM, its adoption, case studies and benefits are detailed in the Construction Management Journal by Taylor & Francis https://www.tandfonline.com/doi/full/10.1080/15623599.2019.1580832 [^9]: BIM first appears in Theatre Design & Technology magazine in Summer 2009. [^10]: Further reading: Optimising Previsualisation Practices in Theatre (Metcalfe) [OptimisingVisPractices-Metcalfe](OptimisingVisPractices-Metcalfe.pdf) [^11]: AutoCAD was launched in 1982. [^12]: From BIM to digital twins: A systematic review of the evolution of intelligent building representations in the AEC-FM industry https://www.researchgate.net/publication/349794746_From_BIM_to_digital_twins_A_systematic_review_of_the_evolution_of_intelligent_building_representations_in_the_AEC-FM_industry [^13]: Accelerating Digital Transformation Through BIM - Dodge Construction https://www.construction.com/resource/digital-transformation-through-bim/ [^14]: NBS National BIM Report https://www.thenbs.com/search-results?s=National%20BIM%20Report [^15]: Headlines from ASCE Library over a period of 18 years - [https://ascelibrary.org/doi/10.1061/%28ASCE%291076-0431%282005%2911%3A4%28156%29](https://ascelibrary.org/doi/10.1061/%28ASCE%291076-0431%282005%2911%3A4%28156%29) - Importance of Visualization in Decision Making Process in Engineering Design (2005) - [https://ascelibrary.org/doi/10.1061/40794%28179%2963](https://ascelibrary.org/doi/10.1061/40794%28179%2963) - Importance of Visualization in Decision Making Process in Engineering Design (2005) - [https://ascelibrary.org/doi/10.1061/%28ASCE%291076-0431%282010%2916%3A1%2837%29](https://ascelibrary.org/doi/10.1061/%28ASCE%291076-0431%282010%2916%3A1%2837%29) - High-Performance Green Building Design Process Modeling and Integrated Use of Visualization Tools (2010) - [https://ascelibrary.org/doi/10.1061/9780784479117.227](https://ascelibrary.org/doi/10.1061/9780784479117.227) - The Role of BIM in Teaching Structural Design (2015) - [https://ascelibrary.org/doi/10.1061/9780784480847.001](https://ascelibrary.org/doi/10.1061/9780784480847.001) - Post-Simulation Visualization of Construction Manual Operations Using Motion Capture Data (2017) - [https://ascelibrary.org/doi/10.1061/%28ASCE%29MT.1943-5533.0002434](https://ascelibrary.org/doi/10.1061/%28ASCE%29MT.1943-5533.0002434) - Visualization of Civil Infrastructure Emphasizing Geomaterial Characterization and Performance (2018) - [https://ascelibrary.org/doi/10.1061/JTEPBS.0000228](https://ascelibrary.org/doi/10.1061/JTEPBS.0000228) - (Title not found on the linked page) (2019) - [https://ascelibrary.org/doi/10.1061/JPEODX.0000280](https://ascelibrary.org/doi/10.1061/JPEODX.0000280) - 3D Visualization of Airport Pavement Quality Based on BIM and WebGL Integration (2021) - [https://ascelibrary.org/doi/10.1061/JAEIED.AEENG-1521](https://ascelibrary.org/doi/10.1061/JAEIED.AEENG-1521) - Synergizing Design of Building Energy Performance Using Parametric Analysis, Dynamic Visualization, and Neural Network Modeling 1 (2023) [^16]: Headlines from Automation in Construction Journal over a perious of 13 years, regarding VR and AR use in construction planning - [https://www.sciencedirect.com/science/article/abs/pii/S0926580513001830](https://www.sciencedirect.com/science/article/abs/pii/S0926580513001830) - The application of virtual reality technology in the construction of bridge: The cantilever and incremental launching methods (2013) - [https://www.sciencedirect.com/science/article/abs/pii/S0926580517309962](https://www.sciencedirect.com/science/article/abs/pii/S0926580517309962) - A critical review of virtual and augmented reality (VR/AR) applications in construction safety (2017) - [https://www.sciencedirect.com/science/article/abs/pii/S0926580519313743](https://www.sciencedirect.com/science/article/abs/pii/S0926580519313743) - BIM-based immersive Virtual Reality for construction workspace planning: A safety-oriented approach (2019) - [https://www.sciencedirect.com/science/article/abs/pii/S0926580522004356](https://www.sciencedirect.com/science/article/abs/pii/S0926580522004356) - Cross-platform virtual reality for real-time construction safety training using immersive web and industry foundation classes (2022) - [https://www.sciencedirect.com/science/article/abs/pii/S0926580523004272](https://www.sciencedirect.com/science/article/abs/pii/S0926580523004272) - Token incentive framework for virtual-reality-based construction safety training (2023) - [https://www.sciencedirect.com/science/article/abs/pii/S0926580524003339](https://www.sciencedirect.com/science/article/abs/pii/S0926580524003339) - Learning from construction accidents in virtual reality with an ontology-enabled framework (2024) - [https://www.sciencedirect.com/science/article/abs/pii/S0926580525001207](https://www.sciencedirect.com/science/article/abs/pii/S0926580525001207) - Construction site hazard recognition via mobile immersive virtual reality and eye tracking (2025)