Hotel projects need to be understood, discussed and promoted long before they are built. In that sense, they are not so different to other types of development. What tends to vary is what people need to see early on. For planning and stakeholder engagement, for example, the priority is accuracy and context, clear representation of massing, materials and how the proposal sits within its surrounding environment.
For marketing, the focus shifts towards the guest experience, the interiors, the look and feel of key spaces, and the atmosphere that will define the brand from day one. In this article, we look at how architectural CGIs support both sides of that process, what makes a strong hotel CGI set at each stage.
Architectural CGI we produced for Bective Demesne, a luxury 5-star hotel in Co. Meath
Most hotel developments need content well before opening, when photography is not possible, and design decisions are still being made. Architectural CGIs can provide a reliable visual library for websites, announcements, brochures, media coverage and digital campaigns.
Rather than trying to cover every angle, hotel marketing sets usually work best when they prioritise the spaces that shape perception and drive commercial value. For many schemes, it starts with an exterior view that establishes identity, followed by the arrival experience and a small number of interior scenes that communicate the atmosphere of the space.
Interiors, in particular, benefit from lighting that supports the hotel’s mood, showing how the space feels at different times of day and how key materials and finishes will read in real life. A warm evening mood can communicate comfort and ambience, while a bright daytime scene can support clarity and demonstrate how the space will work in reality.
For example, when 3D Design Bureau was appointed to produce the interior CGIs for The Grace, a 129 room hotel within the historic Westport Estate in County Mayo, the focus was on the spaces that shape first impressions and on small, believable details, such as layered fabrics and natural linen creasing in the bridal suite, to convey the intended elegance long before opening.
The goal is not to over-style a scene, but to make it feel like a place someone would genuinely want to spend time in.
Planning authorities and stakeholders need clear, accurate visuals to understand what is being proposed and how it will sit within its surroundings. At this stage, the emphasis is on context and reliability. CGIs can help communicate the proposed development as a whole, from its overall scale and massing in context through to composition and materials, and how it looks from key viewpoints, from street level perspectives through to elevated and aerial views, including entrances, frontage and key public realm elements.
Architectural CGI we produced for the Moxy Hotel on Dublin Docklands
Where a more rigorous assessment of the proposed scheme’s visual impact is required, verified view montages can be produced from agreed-upon viewpoints using baseline photography and an accurately positioned 3D model, providing an evidence-based representation of the development’s appearance.
For the Marlin Hotel Stratford project, 3D Design Bureau was appointed to produce architectural CGIs and verified view montages in support of the planning application. This included on-site baseline photography, accurate viewpoint setup, integration of the proposed hotel into its real context, and careful representation of landscape proposals, helping the team communicate the scheme clearly for assessment and decision-making.
Ultimately, the real benefit is having a clear visual reference that supports the project from early review through to launch. On the planning side, clear, accurate visuals support smoother communication by showing the proposal in context and helping reduce avoidable misunderstandings, which can otherwise contribute to delays or extended processes. On the marketing side, the benefit is having a consistent visual message early, imagery that builds brand awareness, supports exposure across digital channels, and signals quality through the look and feel of key spaces, well before the hotel opens.
Whether you need high-quality visuals for your unbuilt hospitality development, 3D Design Bureau has got you covered. Contact us today to understand how we can assist you in your next project.
Lucas Imbimbo
Digital Marketing Specialist
at 3D Design Bureau
lucas@3ddesighbureau.com
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