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Selling Space: Architectural Filmmaking

Tronic recently created this new promotional film for 56 Leonard Street, a yet-to-be completed residential building in Manhattan designed by international rock stars of high-profile architecture, Herzog & de Meuron. It got me thinking about one of my favorite topics: the use of motion graphics and animation to convey a sense of space and poetry.

I’m not talking about architectural visualization. I’m talking about something more, a balance between realism and abstraction that creates a desire to be “there,” even when “there” doesn’t exist yet—especially when there doesn’t exist yet.

Tronic calls it architectural filmmaking. I like that. If you watch 56 Leonard Street and another, very different project they created for Daniel Libeskind, you’ll get a sense of what I’m talking about. The buildings are definitely the primary subjects of the films, but they’re presented in a way that invites the imaginative participation of the viewer. Read rest of article here.

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