ADX

The Architectural Visualization Event

October 3rd / 4th / 5th, 2019 Mogliano V. Italy

GET YOUR TICKET NOW!

ADX

The Architectural Visualization Event

October 3rd / 4th / 5th 2019, Mogliano V.  Italy

Time to celebrate!

Isn’t it amazing how time flies? Would you believe the best archviz event in the industry is already celebrating its tenth birthday, and with so many successes behind us, we’ve got a lot to celebrate!
That’s why this year will bring all new activities, a big party in a secret location, incredible networking opportunities and of course, a fantastic line-up of speakers. Don’t miss our anniversary event and get yourtickets. Be quick!

MAIN PARTNER

Unreal Engine is a high-performance software development suite, created by Epic Games, that brings real-time, high-fidelity fully interactive experiences to PC, console, mobile and virtual reality (VR) platforms. Used by many of the world’s leading entertainment software developers and publishers, Unreal Engine is also an integral part of many enterprise sectors.

Industries such as automotive, architecture, film & visual FX, science, aerospace, marketing and education all use real-time technology within their pipeline to design, visualise and  create immersive user experiences.

The Unreal Engine enterprise team supports and nurtures vertical markets that make use of real-time technology within their processes.

Unreal Engine is freely available at unrealengine.com. Follow @UnrealEngine on Twitter for updates.

ADX TICKETS

The event will take place at the Double Tree by Hilton – Venice North.

The event is sold out but given the high demand, we decided to add 50 extra tickets to give everybody the opportunity to join us and celebrate our big milestone.

The ticket is valid to access the two-day event on October 4 – 5.
Tickets for the workshops on October 3 are available by clicking on the button below.

SPEAKERS

This year we picked our speakers with a different approach.
We defined a list of topics, and then we looked for the best companies around the world to talk about them.

MIIKKA ROSENDAHL

ZOAN.FI

Miikka Rosendahl – a creative tech pioneer from Finland and the founder and CEO of ZOAN VR studio. Miikka started out as a freelance graphic designer when he was 13, and created his first company with his brother at the age of 19. In 2010 Miikka founded ZOAN and he has been working with interactive 3D media ever since. Their vision is to redefine virtual reality. Their team has developed projects for the most prestigious companies both in Finland and abroad, such as Nokia, UPM, Mercedes Benz, Samsung, Finnair, City of Helsinki and Varjo.


TOPIC

High-end realtime visualization and VR

DANIEL FLOOD

FLOODSLICER

A multi award winning graduate of Architecture at the University of Melbourne Architecture School, Daniel has developed a unique and preeminent expertise in the animation of architecture and the creation of compelling virtual experiences. His pioneering work from the late 90s was instrumental in the growth of the visualisation industry, establishing an artistic credibility for then nascent technologies that eventually led to the co-founding of FloodSlicer.

Published by both industry and academia Daniel has lectured all over Australia. Amongst other notable works, in 2010, Daniel directed the creation of the When component of the Australian Pavilion at the Venice Biennale of Architecture who’s focus was on the use of stereoscopic imagery in the re-imagining of space, narrative and geometry.


TOPIC

Archviz workflow applied to commercials and exhibitions

ANDREW MAXIMOV

PROMETHEAN.AI

Game Industry Veteran, former Technical Art Director for Sony Interactive, Andrew pushed cutting edge pipelines that powered some of the most complex productions in the world. Develop and Forbes magazine’s 30 under 30, artist, programmer, consultant, entrepreneur and speaker at Computer Graphics events all across the globe. For years he has been fighting for democratizing the creative process, supporting artists and empowering creativity within every single person.

Now as Promethean AI team we are embracing that challenge for good.


TOPIC

Building a Creative Future with Artificial Intelligence

SEBASTIAN ZAPATA

FRIENDLY SHADE

Full time texture artist, professional software developer, founder and CEO of Friendly Shade, the world’s highest quality 3d scans library. Armed with high-tech equipment and a relentless passion for pursuing the best CGI, Sebastian has dedicated the last 5 years of his life towards improving his capturing techniques.


TOPIC

Top-level high-resolution photogrammetry and texture making

DAVID BULLOCK

HAYES DAVIDSON

Joint Managing Partner at HD. A 3D Design graduate, David has led a wide variety of projects, collaborating closely with many major practices including Zaha Hadid Architects, RSHP, Daniel Libeskind and Renzo Piano. David leads the art director and artist teams.


TOPIC

Business and company organization in Archviz

RODRIGO LOPEZ

NEOSCAPE

As chief creative officer, Rodrigo assumes creative leadership across Neoscape’s three studios, and serves as a steward for the Neoscape brand. Since joining in 2003 he’s spearheaded Neoscape’s commitment to delivering smart and compelling creative across multiple platforms, focusing on the creation of integrated solutions that leverage Neoscape’s broad capabilities.

A leader in his field, Rodrigo is an oft-sought juror and speaker at award competitions and industry conferences where he’s shared his love for visual storytelling, which remains heavily influenced by photography, painting and film.


TOPIC

Creativity and Marketing in Archviz

CARLOS CRISTERNA

RADLAB BY NEOSCAPE

With over 15 years’ experience in the architectural visualization industry, Carlos has helped Neoscape streamline not only traditional 3D production processes, but he has also pioneered new technologies and incorporated them seamlessly into the studio’s offerings.

As Neoscape’s Rad Lab director, Carlos leads the studio’s efforts in research and development. In this role, he explores and implements new creative technologies, products, and ideas, bringing them to life to solve real client problems. He strategizes complex internal projects, selecting appropriate solutions while working with Neoscape production teams to ensure objectives and timelines are met.


TOPIC

Next-generation tools to present buildings and new developments

LEWIS QUINN

GRAIN STUDIO

Lewis is a London-based Architectural Creative Director at Grain Studio.

After 20 years of working in collaboration with some of the greatest names in design and architecture, he will share with you some thoughts on what he has learnt. Including the exploration and development of new methods to illustrate and communicate space and architecture across a wide range of media, both physical and digital, with the models we made in Grain’s workshop, and the alternative realities produced with technology.


TOPIC

How to succeed in Archviz / Physical interaction with 3d contents

MARTIN VAN LAACK

BLOOMREALITIES

After working as an Architect in Germany and the US, Martin van Laack co-founded Bloomrealities in Hamburg in 2016, where he’s also the creative director.

The studio specializes in virtual architecture, digital location design and computer generated product visualisations. Bloomrealities emerged from renowned ArchViz office Bloomimages. Together, both companies build upon their mutual long-standing and close cooperations with the most inspiring architects, product designers and creative agencies.


TOPIC

Architectural Story-Telling

JOHANNES KÖNIG

BLOOMIMAGES

Having worked in design teams during and after his architectural studies (graduating in 2009) in Berlin has helped Hannes in sharpening his skills as a visual artist for different architects and communicating a vast range of ideas.

Bloomimages’ individualistic (“no style”) artistic approach to image production and the artistic freedom that comes with it made him join the team in 2011. Hannes is managing partner at the Berlin office; yet his passion for image production has never ceased despite exploring new fields of work, technologies and collaborations as a way into the future.


TOPIC

A pure artistic approach to Archviz

KEN PIMENTEL

EPIC GAMES

Ken is focused on AEC Strategy and Business Development in the enterprise team at Epic Games. He’s responsible for helping AEC customers figure out how to solve real problems with real-time technology.

Previously, Ken spent 13 years working at Autodesk in various roles for the Media & Entertainment division. Ken led the product management team for a range of products including 3ds Max.


TOPIC

Opening Keynote from Epic Games

HENRY GOSS

THE BOUNDARY

Henry studied at the Welsh School of Architecture in Cardiff, graduating with a first class BSc (Hons) Degree. He continued his studies in Cardiff and was awarded Distinction in his Diploma of Architecture. He qualified as an architect in 2008 and became a chartered member of the RIBA the same year. Following seven years of experience in the Architectural profession at practices including Foster & Partners, John Pardey Architects, Collins and Turner and Rick Mather Architects, Henry established Henry Goss Architects in 2011 and is a co-founder of The Boundary established in 2014.


TOPIC

Research and Development / How to plan and build your Archviz studio

PETER GUTHRIE

THE BOUNDARY

Peter graduated from Edinburgh College of Art with a Diploma in Architecture (RIBA Part 2) in 2000. Following a five year period working at Richard Murphy Architects as a project architect he established Peter Guthrie Visualisation which, through his constant thrust for research & development and perpetual willingness to share knowledge with the industry through his blogging, rapidly became a world leader in architectural visualisation. Peter’s HDRI skies, which he continues to develop and refine at PG Skies are considered some of the best image based lighting solutions available. Peter is a co-founder of The Boundary established in 2014.


TOPIC

Research and Development / How to plan and build your Archviz studio

ALEX COULOMBE

AGILE LENS

Architect turned XR-chitect, Alex creates experiences and leverages VR and AR’s capacity to wed design with intent. After earning his B. Arch from Syracuse University, Alex previously worked for a number of architects, including Rafael Vinoly. From there he found his passion in leveraging new technology to streamline complex workflows, resulting in the creation of his studio, Agile Lens. A rising thought leader in emerging tech, Alex has featured in over forty conferences around the world. Follow his work on Twitter and YouTube @ibrews


TOPIC

Virtual and Augmented Reality for Real-time Design Exploration

JAKUB CECH

Jakub has been in love with CGI for 13 years. During his career he collaborated with architects like Rem Koolhaas and Isay Weinfeld. Long time collaboration with creative agency Watson&Company helped to evolve his taste. Inspired by Alex Roman, Jakub took one year off to create a collection of 30 images and book called Beautiful Computer Generated Images. Deep technical understading allowed him to develop unique color mapping and looks used troughout his works and create applications for 3D reconstruciton from photos and Oculus Positional tracking.


TOPIC

Short film – CGI: An Artistic Medium

ADX SCHEDULE

The following schedule can be subjected to changes.

Attendees’ registration


TIME

FRIDAY: 9.00 – 10.00

Epic Games’ Keynote

KEN PIMENTEL

Epic Games


TIME

FRIDAY: 10.00 – 10.30

High-end realtime visualization and VR

MIIKKA ROSENDAHL

Zoan.fi

Helsinki – the virtual capital is an interactive city that can be explored and visited in VR, created by the virtual reality studio ZOAN. In this talk the CEO of ZOAN, Miikka Rosendahl, will shed light on the development journey and the use cases of the virtual capital.


TIME

FRIDAY: 10.30 – 11.15

Artistic approach to ArchViz Story-telling

MARTIN VAN LAACK & JOHANNES KÖNIG

Bloomrealities & Bloomimages

We (all) love art, be that as a mere recipient visiting an exhibit, using it as a prop for a client project, collaborating with artists over images, coming up with our own creative projects or just as an inspiration. Art describes the results of human activity, based on knowledge, practice, reception, imagination and intuition that are usually not (primarily) defined by their functions.

Unfortunately, many people understand ArchVIZ as a mere technical service to market shiny new real estate projects.  But whereas conventional building design has to correspond to the function and usability of architecture, virtual location design can be freed of those and other constraints and allows to focus on the character and poetics of a space, its aesthetics and its narrative.


TIME

FRIDAY: 11.15 – 12.00

Top-level high-resolution photogrammetry and texture making

SEBASTIAN ZAPATA

FriendlyShade

Photo-realism is not only an option in the computer graphics industry nowadays but a requirement to create immersive experiences and making stories more believable than what they used to be in the past. But it doesn’t come for free, there’s a series of things that need to be done correctly in order to accomplish truly realistic imagery. Shaders play an important role in achieving this, because they are the most important thing when it comes to the interaction between lighting and 3D models and how close they look to reality at the end. Sebastian Zapata will show what are the latest developments and results of their new scanning techniques at Friendly Shade and how they will impact the way our renderings will be closer than ever to reality.


TIME

FRIDAY: 12.00 – 12.45

Lunch break


TIME

FRIDAY: 13.00 – 14.30

Next generation tools for architectural visualization storytelling

CARLOS CRISTERNA

Neoscape RadLab

The promise of real-time ray tracing has been talked about for decades. Rendering photorealistic images and the math behind it are highly intensive computing processes that require large amounts of hardware and energy. With the advent of NVIDIA’s RTX technology, a dramatic paradigm shift is coming, and the days of “waiting for it to render” are numbered. We need to be prepared for this change while continuing to tell great stories for our clients. Let’s look at how far we can push the current hardware accessible to today’s artists, while creating the compelling visuals that will drive the stories of tomorrow.


TIME

FRIDAY: 14.30 – 15.15

Archviz workflow applied to commercials and exhibitions

DANIEL FLOOD

FloodSlicer

The story of artistry and the science of progress in the visual field has always been fraught with misunderstanding. From the beginnings of artistic photography in the late 19th century to the invention of virtual drawing, the gadgets perceived control of the creative process has always been assumed until proven otherwise.

For example, the story of photography could easily be juxtaposed with the progress of computer based visualisation. At first the creators are technicians as the tools are learnt and over time they are mastered. The tools are created or modified to attain certain aesthetic goals until the humans take back control of the image/narrative/immersion.

Architecture has been illustrated for centuries using hand, eye and pencil. The age old techniques of the golden mean, rules of thirds, mathematical perspective generation etc influenced architectural photography and these in turn produced many of the rules we see in today’s 3d generated outcomes. How have these age old prisms formed the focus of today’s visualization? What can we learn and how we do step outside the box when now our perception is completely inside the box?

Not simply storytelling, architectural Visualisation is also about space, time and geometry. How does the interpretation of both the medium of construction and the medium of delivery influence the outcome? Australia’s 2010 Venice Biennale of Architecture exhibition’s research into this dialog helped form the style and direction of FloodSlicer’s multi disciplinery approach. This talk will investigate how the lessons learnt from one form of expression can be harnessed in the commercial world.


TIME

FRIDAY: 15.15 – 16.00

Coffee break


TIME

FRIDAY: 16.00 – 16.30

Business and company organization in Archviz

DAVID BULLOCK

Hayes Davidson

Hayes Davidson is 30 this year and we have so much to celebrate!
We would like to describe how we are growing and evolving as an Employee Owned studio where the whole team have a share in our future. We are building on the legacy left to us by Alan Davidson, a leading pioneer in our industry. We will tell the story of the past, the present and offer a glimpse into the future of our studio.


TIME

FRIDAY: 16.30 – 17.15

Building a Creative Future with Artificial Intelligence

ANDREW MAXIMOV

Promethean AI

This talk is a much needed exploration of the subject of collaboration between humans and AI, with a focus on how we fit in it as artists and how we can make sure to always be aware of the value of our work. This session will break down into 3 categories all full of fascinating examples and unconventional ideas on potential applications for AI in production: AI in Content Creation, AI at Runtime and AI as a Creative Partner.

If we are to build an expressive and empowering future, everyone not only deserves, but needs to be part of this conversation today. Building a part that future first hand, Promethean AI CEO and Founder Andrew Maximov is excited to share the insights he and his team have found.


TIME

SATURDAY: 10.00 – 10.45

How to succeed in Archviz / Physical interaction with 3d contents

LEWIS QUINN

Grain

Details coming soon.


TIME

SATURDAY: 10.45 – 11.30

Coffee break


TIME

SATURDAY: 11.30 – 12.00

Visual Narratives In Property Marketing

RODRIGO LOPEZ

Neoscape

As a studio that has specialized in property marketing for the past 25 years, we’re in the business of making people fall in love with places. Most often these places exist as concepts and ideas in the minds of architects, urban planners, designers and developers. Our role is to facilitate a dialogue between them and their audiences, where architecture becomes the setting for tales that connect, fascinate and move people. This talk will delve into how Neoscape leverages storytelling techniques to craft visual narratives for projects around the world.


TIME

SATURDAY: 12.00 – 12.45

A short film premiere “CGI: An Artistic Medium”

JAKUB ČECH

A partnership with world renowned architect Amal Halafi, The Beldi Project required giving life to spaces where CGI has been prioritized before photography. As a result, there has been an Art Exhibition and Short Film created with strong beliefs in CGI. The film conveys a story of creative collaboration between architect Amal Hanafi and CGI artist Jakub Cech that led to an Art Exhibition of CGI images. Film portrays general process and efforts behind CGI while striving to bring general knowledge and recognition of CGI as an Art form for broad audience.
Story spans across multiple locations in Slovakia and Rio De Janeiro. Filmed by UK duo Raspberry & Jam and live Orchestra scores by Tomas Koppl.


TIME

FRIDAY: 12.45 – 13.15

Lunch break


TIME

FRIDAY: 13.15 – 14.45

Maintaining Quality

PETER GUTHRIE & HENRY GOSS

The Boundary

The apparent dichotomy of maintaining quality whilst increasing commercial viability when scaling presents many challenges to the aspiring architectural visualisation business. We plan to describe our approach to this over the past five years and illustrate how if dealt with correctly, with the right long term philosophy, scale and profitability can in fact assist quality and rather than hinder it.


TIME

SATURDAY: 14.45 – 15.30

Virtual and Augmented Reality for Real-time Design Exploration

ALEX COULOMBE

Epic Games

VR and AR can serve many purposes — for visualization, yes, but also for designing in real-time with a complete understanding of how users will operate in a space. In this session, Alex Coulombe of Agile Lens will present case studies demonstrating some of the ways to use Unreal Engine to create highly specific design solutions and better communicate design intent.


TIME

SATURDAY: 15.30 – 16.15

Coffee break


TIME

SATURDAY: 16.15 – 16.45

Round table


TIME

SATURDAY: 16.45 – 17.45

ADX closure


TIME

SATURDAY: 17.45

YOUR ACCOMMODATION

Double Tree by Hilton Venice North ****

The AcademyDays#10 will be hosted in the conference hall at the DoubleTree by Hilton Hotel in Mogliano Veneto, which is situated 15 minutes from Venice – Mestre.

Prices (the hotel is fully booked)
Single room – € 104.50/day w/Breakfast
Double room – € 121.00/day w/Breakfast

Floris Hotel

Prices
1-night booking – 5% discount
2-night booking – 10% discount
3-night booking – 15% discount

Villa Stucky

Prices
Single room – € 80.00/day
For any additional person in the room – € 25.00/day

Hotel Duca D’Aosta

Prices
Single room – between € 65.00 and € 75.00/day
Double room – € 85.00/day

ADX MEDIA PARTNERS