A video on the prospective design of Zaha Hadid’s Qatar 2022 World Cup Stadium has gone viral, demonstrating the ability of architectural visualization to captivate on a global scale.
The design of the stadium was brought to life by Neoscape, a US-based creative marketing agency. Neoscape created the renderings that visually reveal the “architectural anatomy” of the stadium.
The video, which received extensive news coverage, is designed to give the viewer a deeper understanding of the spatial dimensions of the stadium, evoke a response and spark discussion.
Zaha Hadid Architects (ZHA) and AECOM designed the stadium, which will be built in Al Wakrah, a heritage port city just south of Doha. The 40,000-spectator stadium is aesthetically inspired by a dhow - a traditional Arabian sailing vessel - and features elements that reflect the fishing culture of its host city.
“We’ve worked on high-profile projects all over the world, but I can honestly say that none of them have had the widespread reach that this one has in terms of media exposure,” Neoscape chief creative officer Rodrigo Lopez said.
Neoscape was commissioned by the Qatar 2022 Supreme Committee, which asked the agency to create a dramatic teaser trailer that focusses on the emotion and drama brought about by the World Cup, and Hadid’s fluid architecture served as an ideal backdrop.
“Zaha Hadid is known all over the world for a design language that challenges the traditional, evoking flow and movement at a dramatic scale,” explained Lopez. “Her work also happens to be very photogenic so for us the film was all about using the forms to inspire everything, from cinematography and pacing, to music and overall mood. It all came together very organically.”
In architecture, moving from traditional design documentation such as illustration to visual animation offers considerable benefits.
For starters, the viewer can obtain a sense of the interior and exterior of the building, gain a feeling of depth and experience what it may feel like to navigate through the spaces.
“We use elements like atmosphere, lighting, and perspective to capture a moment that says something special about a space,” Lopez said of Neoscape’s 3D rendering projects. “In our film work there's the added benefit of a sequence that plays out over time, and the inclusion of music and pacing that can augment the experience, making it more exciting or dramatic. We want the viewer to feel something, much like an architect does.”
Architectural visualisation also offers architects an opportunity to view a project from all angles and perspectives, which allows for early “design flaw” detection.
Neoscape’s video of the stadium is accompanied by traditional Middle Eastern music and offers various views (from ground level and from a bird's eye view). It also highlights the landscaping and furniture while featuring prospective materials for the structure, and it even showcases a football game in progress, highlighting the energy of the spectators and public outside of the stadium.
“Our ultimate goal is to help our clients accomplish their goals - whether it be educating audiences on complex developments, or driving traffic to already existing properties, it's always about presenting their vision and differentiating their project,” Lopez said. “Most of the time the ultimate goal is transactional, but these days that needs to be complemented with the emotional quotient.”
While the video caught on due to global interest in the World Cup, the value of such visual devices to the design industry is evident.
In a bid to communicate designs effectively and detect any construction constraints or opportunities, architectural visualisation is a powerful tool and that could be indispensable to the industry as 3D rendering technology continues to advance.