Description:

Remuera Medical Hub is a bold reimagining of Tudor Mall into a high-end, shared medical facility. With a sophisticated interior design and state-of-the-art building services, this development will attract leading health and medical companies looking to elevate their offering to a discerning clientele.

Designed by world-renowned architects, Fearon Hay, RMH has an ultra-modern glass façade on Remuera Road and an intricate mesh screen facing the Norana Ave car park. An arrangement of circular, fabric structures forms the rear canopy. Inside, the austere circulation zones use textured walls, polished floors, exposed ceilings, translucent panelling, and feature lighting to evoke the sense of being inside a contemporary art gallery.

Our brief was to create a 3D animation to market the building to potential tenants. The challenges were fourfold: Firstly, we were tasked with creating a logical narrative out of a relatively small amount of material - just two facades and interior circulation zones – without a voice over or infographics to help orientate the viewer as to what they were looking at.

Secondly, the video needed to communicate that this is a proposed medical facility in Remuera. Thirdly, the video must capture the architect’s design intent beyond just getting the detailing correct. Finally, we wanted to achieve a level of photorealism that would deliver on a design that is an exercise in restraint and subtlety.

The animation begins on Remuera Road with a close-up shot of the display windows to create mystery before pulling back to a series of wide-angle cameras of the full building context. Animated cars and people make it obvious this is Remuera Village.

We then move into the ground level entrance which is dominated by a sculptural light and solid granite block, featuring each in its own close-up and using a split screen to keep the editing interesting. Both complicated forms were modelled from scratch.

The animation moves into the circulation zones around the lifts and stairs with a series of shots capturing the bespoke detailing, tonal materials and textured surfaces. The camerawork employs fascinating angles and movements that look down or across special details, while the grading of these interior scenes has a subtle warmth to balance out the cold concrete and glowing white panelling.

We decided to include one mock tenancy to allude that this is a medical hub. We modelled this indicative fitout using Aesop stores as reference we felt appropriately captured the architect’s design intent. The rich, deep colour in these shots breaks up the animation nicely and commands the viewer’s attention.
The animation ends on the rear entrance with a series of sublime cameras: wide and tight; elevated and top-down; full focus and heavy depth-of-field. Subtle wind movement on the foliage creates a pleasing shadow play on the hard surfaces that gives a sense of life to the closing scenes.

We believe the animation demonstrates a skilled and considered craft in its visualisation of an understated and intricate scheme. While being technically proficient, it is the artistic cinematography that makes it shine.