| The fast-changing field of computer graphics is used | | | | purposes, 3D visualisation has often been used to |
| by a wide variety of different industries to promote | | | | visualise an abstract concept, but for showcasing |
| diverse products. Most recently, these have been using | | | | products, the idea is to highlight the superior quality of |
| the latest developments in the long history of the | | | | the product itself. Computerised product visualisation |
| technology, 3D visualisation. London has plenty of | | | | has replaced old-fashioned technical drawing. Although |
| companies specialising in 3D visualisation, whether in | | | | 3D CGI can of course be used to generate animations |
| particular fields or developing a versatile service with | | | | which help to advertise a product, and which do not |
| expertise in several different areas. 3D visualisation | | | | represent actual products, it is also used to create |
| can be used to showcase images as diverse as an | | | | engaging and dramatic images of new products. |
| architects' masterpiece, a smoothie packet, or a BMW. | | | | For 3D visualisation, London is a city with a particularly |
| However, architecture work and interior imaging are | | | | high density of service providers. This is due partly to |
| especially likely to use 3D visualisation, to give a clear | | | | the high media and digital development within the city, |
| picture of a large-scale scene. Working in 3D, images | | | | and also because, like 3D visualisation itself, London is |
| which would usually be flat and dull can jump out at a | | | | involved in a wide variety of industries, and has been |
| client's audience, through a large or small screen. | | | | the centre for technological developments through the |
| The science of visualisation, allowing ideas to be | | | | ages. |
| conveyed by representative images, is a very old one. | | | | For 3D visualisation, London is a city full of clients and |
| It's typically been achieved through illustration, and | | | | opportunities, too. Since the days of Christopher Wren |
| gradually innovations have been developed to make | | | | or Isambard Kingdom Brunel, architecture has |
| the eye understand a reproduced image as well as | | | | continued to be an active industry in London, meaning |
| one in front of it. Since da Vinci, artists have used a | | | | that plenty of visualisation services have developed in |
| variety of techniques - including central perspective, | | | | the capital. The presence of the Royal Institution of |
| and cartography techniques - in order to produce a | | | | British Architects (RIBA) has helped to ensure that |
| realistic image. Nowadays, science is moving much | | | | London continues to be a buzzing capital for |
| faster to quickly develop computer graphics, in order to | | | | architecture, and so for architecture visualisation. |
| produce a virtual reality often more perfect and | | | | Additionally, the high-flying offices of the Square Mile |
| beautiful than the product as seen through normal | | | | demand quality visualisation services for their websites. |
| regard. Visualisation works through animated images, | | | | Various other industries, of course, are also based in |
| computer created CGI images, and more recently, 3D | | | | London, and many are turning to the exciting new |
| effects, which allow a fully rounded image to be seen | | | | technology to promote their work. In addition, and |
| on a flat screen. The links between these modern | | | | perhaps most importantly London's long history of |
| computerised techniques and older illustrative | | | | involvement with media, running from the famous Fleet |
| innovations has been outlined by Edward Tufte in two | | | | Street newspapers, means that it will always be the |
| critically acclaimed books. | | | | natural gravitation point for new communication |
| For a long time, computer graphics visualisation was | | | | developments. |
| used to study scientific problems, and for educational | | | | Some companies outsource their work to other |
| purposes. It's been used in all kinds of high-tech | | | | countries (such as China), looking outside the EU to |
| environments, and showcased in various conferences | | | | produce product images using 3D visualisation. |
| and special publications. Now, however, 3D visualisation | | | | London-based workers, however, have the advantage |
| can be accessed by any client, for websites which | | | | of experience within the city's industries, as well as |
| look both aesthetically pleasing and professionally | | | | being on-spot for emergency deadlines and changing |
| cutting-edge. Within the sciences and educational | | | | demands. |