In the world of modern architecture, magic goes by a very specific name: the render. Yet, behind the software, the pixels, and the latest-generation computers, there is always the eye, the sensitivity, and the talent of a professional.
Today, we are taking you behind the scenes of our studio to introduce you to Davide Ignomiriello, our 3D Artist. He is the person who quite literally brings “light and life” to our projects long before the first bricks are even laid. We sat down for a chat with him to find out what goes on inside his computer—and his head—when he creates his digital wonders.
Beyond the Simple Term "Renderista": At the Crossroads of Art and Technology
Often, in the architecture and design industry in Italy, a specific neologism is used: "renderista" (3D renderer). To outsiders, it’s a term that sounds almost mysterious and overly technical, conjuring up images of strange niches of specialized laborers or even electrician assistants. However, this definition risks reducing the profession to a purely executive, technical role.
"We could call ourselves 3D graphic designers, or 3D modeling and visualization specialists," Davide explains. "But the truth is, none of these labels truly captures such a complex role. We position ourselves right at the crossroads of art and technology. You cannot churn out a good render without specific knowledge of the necessary technical tools, but by the same token, you can't do it without artistic sensitivity."
Luxury Retail: The "Surgical" Care of Details
When designing for major high-fashion brands, architecture is never just an empty shell. On the contrary, the merchandise on display is just as important as the design of the store itself. Because of this, one of the most delicate and "surgical" steps in Davide's workflow is the digital placement of products on the shelves.
It is not simply a matter of filling an empty space. Every bag, every dress, and every accessory must dialogue with the surrounding furniture, respecting the brand's style while finding a perfect chromatic harmony and balance between empty and full spaces. This is a job of utmost precision that represents the final, crucial step before delivery, often requiring one or two full working days dedicated solely to curating this "product detailing."
Driven by curiosity, we asked Davide: If your render were the opening scene of a movie, what would be the first shot you’d choose to make a visitor fall in love with that brand?
Davide has no doubts and points to the famous cinematic intro of 20th Century Fox: that majestic 3D logo that tells you nothing about the movie's plot, but instantly says, "Hey, get comfortable, because you’re about to watch something epic."
In the retail world, that intro is the store facade. Brands place an enormous emphasis on facade design because it represents the ideal bridge between the street and the inside of the shop. Therefore, the perfect shot is the one showing the exterior facade, capturing the exact relationship between the brand's identity and its surrounding urban context. It is the very first invitation to step inside.
As a project nears completion, we look toward the future. What is the best feeling you get when, months later, you see a photo of the finished store?
The greatest satisfaction for a 3D Artist comes months down the line, when photos of the actual store—now built and inaugurated—show that the atmosphere had already been perfectly captured in our renders.
That is the moment you realize the real value of this work. A store would never see the light of day without an image capable of properly communicating the designer's vision. "We are almost like copywriters at the service of the designer," Davide says. "The render must answer precise questions: What do we want to communicate? Where do we want to direct the customer's attention? What emotions do we want to evoke? When the project is approved, it means the story worked."
Our final question is subjective, yet highly indicative of a 3D Artist's work. If he had to describe his job using a single, non-technical adjective, Davide would choose "visionary"—in the most literal sense of the word. Before even touching the software, the image must be clearly visualized in the mind. Everything else is technique, endless trial and error, and the cleverness required to push past the limits of the machine.
A huge thank you to Davide for opening the doors to his artistic world!