Case Study – Really Augmenting Reality (Gensler)

How Gensler embodies the tools, concepts, and aspirations of Augmented Reality to reshape the built environment. 

Architectural practices have already been (or at least should be) embracing the tools and workflows of the entertainment and XR worlds (game engines and headsets for realtime ArchViz, etc). But where it starts to get really interesting is in the ways this new world has transformed our creative process – and our creative imperative.

Test fits and space programming become User Journeys. Static lighting design packages become dynamic, expressive systems. Very broadly we’ve begun to transform the built environment from solitary, static edifices into living, breathing, creative canvases. And it’s a hell of a lot of fun