The Media and Entertainment main stage event yesterday at Autodesk University was as much about the future of 3D for AEC as it was about the mind-blowing realism of 3D for entertainment. In lean times, it felt appropriate to tone down the glitz and talk about real practical benefits of virtual renderings that speed processes and reduce costs. But there was also a great deal of Wow involved in the presentation.
To illustrate this point of efficiency, we heard from Marriott corporation and how they convey design vision and hotel redesigns to their many hotels. In the past the hotel chain would create full-scale models of room designs and would prototype lobby redesigns by remaking the lobby of one of their hotels, with disruptions and considerable costs. The speed of such renovations were slow and felt like “arriving at the prom late and in an old dress.”
Now the process has moved to virtual designs with high levels of realism. Large-scale renderings are placed on full walls with fabrics and furniture in the foreground. The design are quick and inexpensive to present and convey all the design knowledge needed to make important decisions, returning much-needed nimbleness in a business whose largest differentiator these days is design.
The huge build-up for this session was a sneak-peak at James Cameron’s upcoming 3D movie Avatar. Autodesk technologies are credited with making the realism of this film possible, and there’s likely one of those technical Academy Awards in the offing for their efforts. The emphasis was placed on 3D storytelling and the use of 3D to create immersive experiences and not just items flying at you off the screen.
Autodesk made the investment to create a rich viewing experience with high-end sound system for a debut of more than 15 minutes of the film that was introduced by Jon Landau the film’s producer. The quality of 3D realism in this film blew away all expectations for an incredibly immersive and action-packed experience that completely removed the audience from the conference setting.
It felt like a great privelege to be previewing this amazing new film, and kudos to Autodesk for pushing what’s possible alongside the visionary mind of James Cameron who embodies the best of uncompromising geekiness. Four years were well spent to push the boundaries of CGI-fed film making.
There are amazing things happening in the realm of 3D visualization that are melding the rich worlds created in the gaming and entertainment space with the need to convey design decisions before money is spent on construction.
