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Before ground is broken on a new project, architects turn to Wazaa for photorealistic 3D renderings that help their designs stand out and provoke an emotional response.
“There are many great ideas and projects that get ignored because of the way that they were communicated,” says Tsiky Raharinaivo, the founder of Wazaa, a US-based creative studio that creates digital illustrations of unbuilt architecture projects. “Wazaa was founded to bridge that gap.”
Raharinaivo conceived Wazaa in 2020, intending to specialise in visualisations of skate parks (a personal interest) and landscape architecture. Soon, he pivoted to focus on architecture and interior design. These fields were perfectly aligned with the studio’s ability to bring to life detailed illustrations of places and spaces that don’t yet exist – key to selling and promoting architectural and interiors projects – and drew on Raharinaivo’s experience working as a CAD assistant with Archibuild LC, a remodelling firm based in Virginia.
Wazaa’s CGI renders go beyond merely depicting an architect’s vision: they are intended to trigger emotions and are more akin to photographs than two-dimensional illustrations. “We make sure that the image is not only realistic, but also evokes an emotional appeal that helps the client to decide,” says Raharinaivo.
The process begins with a discussion with clients to find out what they hope to accomplish with the renderings. From there, the Wazaa team work out how they can achieve those aims. The studio can illustrate a project using any information a client can supply, from floor plans and elevation and material references to planning documents. It’s here where creativity and technology intersect with the client’s ideas. “We’ve enjoyed plenty of creative freedom, even within the bounds of preselected materials and plans,” says Raharinaivo. “It usually results in a smoother revision process with the client.”
For a recent project – the renovation of a convenience store led by Jefferson Design Group – Wazaa undertook a site visit and was given access to photographs of a similar build. Along with technical drawings, these elements enabled the team to detail the project from multiple angles, working with the designer to finesse details, such as the wood used for cabinets. “It was located in a high-traffic area, so the owner wanted to visualise the new store before making the investment. We were there to bring that vision to life.”
Visualisation is one of Wazaa’s three key pillars, along with engagement and marketing. Visualisation is the most prosaic: giving clients a “realistic rendition” of their project, to nurture discussion and decision-making. Engagement is focused on stimulating an emotional connection which, says Raharinaivo, “needs a lot of care since you don’t want to evoke the wrong emotion.” Its purpose is to help the client make decisions by viewing the realities of their project. And, finally, marketing, which gives clients a unique selling point when promoting their project to potential customers.
The images have a variety of applications. They can be used to apply for grants, as well as for marketing materials on social and traditional media. Ultimately, Raharinaivo hopes to drive conversations and facilitate decision-making for his clients. “As the saying goes, ‘A picture speaks a thousand words’.”
