How Can You Bring My Interior CGI To Life – With Craig Smith

One of the questions we are asked is creating bespoke and non-bespoke interior CGI images.

Sandra looked at this in the last article in her Frequently Asked Questions feature, but lets look a bit deeper with Craig from the architectural visualisation team.

Here is how creating non-bespoke interiors can bring a space to life. Lets ask Craig to explain from his side.


“Many customers have specific products and furniture that they would like to include. This makes a vision crystal clear. A customer knows exactly what they want (this is the bespoke CGI image).

However, a number of customers have a clear brief but allow a degree of creative interpretation to dress a scene. Some want a space to look lived in; others want to see a pristine looking environment. The beauty in what we do, is that flexibility is key. The important consideration always comes from the clarity of the brief. A customer may have an idea and style that they would like to portray, but not necessarily have a clear decision on how the space should be dressed and the type of furniture and fittings to compliment the scene.

One big aspect in what we do is interpretation. From the initial view that we have created, it is our role as architectural visualisers to create a desirable space.

Take for instance a recent project for Avalon Pool. The brief was to create a space that looked lived in. The specific furniture detail was not supplied, so it was my responsibility to design the space once the structure and lighting was established. What you see here is my judgement and giving meaning to an environment.


interior CGI


This then allows a customer to consider the image and that we are both ‘on the same lines.’ The important aspect during the first draft is that we have set the scene accurately and looks inviting to the viewer.

From discussion with the customer, conversation moved onto the lighting, the tiling some minor adjustments to the furniture and to position the camera in a new position.

What you see here is the final approved version. The main difference is that you see the room in context of the outside area.


interior CGI


Imagery and setting a scene is always such a subjective area of opinion. To create something that requires minor adjustments and changing and arranging furniture (we have an extensive library at Architecture In Motion, so always ask), it all comes down to the initial conversation and what a customer wants to achieve.

It requires consideration to create something that works and gives a supporting hand in the sales process or to capture someone’s imagination. When it works it can become such a powerful discussion tool.”


Anything that you would like to discuss in more detail just get in touch. You can contact Sandra on or call 0117 925 1050.

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