Project Details
Location
London, United Kingdom
Project Type
Residential Architectural Development, Client Presentation CGI, Supported Planning Visualisation, Interior 3D Renderings
Client
Julian Mcintosh Architects
Vision Made
Marketing Imagery, Design development, Planning submission 3D architectural visualisation, CGI, Animation
Produced
May 2023
At KreatiViz, we were commissioned to produce a series of photorealistic 3D renderings for an exciting new residential interior design project located in the prestigious Newmans Way area of London. Known for its exclusive homes and contemporary architecture, this project was all about elevating modern living into something truly luxurious. Our client’s vision was to create a sophisticated home interior that seamlessly blends open-plan living with refined design details, and our role was to make that vision come alive before construction even began.
The renderings we created were not just about showing walls, floors, and furniture—they were about capturing the lifestyle, atmosphere, and character of the home. Every element, from the flow of natural light pouring through the expansive glazing to the tactile quality of the materials used, was carefully considered to reflect elegance and functionality. The interiors were designed to feel spacious yet warm, minimal yet welcoming, making this property the perfect embodiment of contemporary London living.
What made this project particularly exciting was the opportunity to produce multiple variations of the design, giving the client flexibility and clarity in their decision-making process. Instead of relying solely on architectural drawings or mood boards, the client could visualise how different finishes, lighting schemes, and subtle design changes would transform the overall look and feel of the space. Our CGI work served as an invaluable communication tool between designer and client, ensuring that every detail was refined and aligned with the homeowner’s lifestyle aspirations.
This project demonstrates how 3D visualisation has become essential in high-end property design. By presenting a variety of internal visuals, we helped the client not only visualise the end result for their architectural design but also build excitement and confidence in the development before a single brick or tile was laid.
Visualising Luxury Living
The interior spaces were designed with modern lifestyles in mind—open-plan layouts, seamless connections between rooms, and the perfect balance of minimalism and warmth. Our 3D renderings showcase a refined palette of materials and finishes, with an emphasis on natural light and clean architectural lines. The visualisations highlight the key living areas, including the expansive kitchen, dining, and lounge zones, where elegant design meets everyday functionality.
The Story
Multiple Interior Design Variations
One of the unique aspects of this project was the creation of several interior design variations. The client wanted to see how different lighting schemes, material choices, and interior layouts would influence the overall atmosphere of the home.
From subtle differences in pendant lighting to adjustments in wall artwork and furnishing tones, each rendering offered a new perspective, helping the client refine and develop their final design direction with confidence.
Warm & Elegant Kitchen Variation
This CGI highlights a softer material palette paired with warm pendant lighting, creating a welcoming and elegant kitchen space. Produced for Julian McIntosh Architects, it allowed the client to explore how subtle changes in tone and atmosphere would transform the heart of the home.
Modern & Minimalist Kitchen Variation
A sleek and contemporary design option with gold-toned pendant lighting and refined finishes. Our CGI visualised how minimal detailing can bring a sense of sophistication and balance to this London residence, guiding the design team toward a modern, premium direction.
Clean & Bright Kitchen Variation
This version explores a brighter, more neutral aesthetic with subtle accents. The CGI captures the spacious, open-plan layout, helping the architects and client compare material palettes and finalise a timeless, light-filled interior concept.
Bringing Luxury Interiors To Life
Our visualisations focused on the most important spaces of the home: the entrance, the open-plan kitchen, dining, and living areas.
One of the standout features of the design is the folding glass partition with slim black frames. This striking architectural element allows the interiors to be divided when needed, creating flexible zoning, while still maintaining visual continuity and an abundance of natural light. It’s a feature that adds both practicality and style, setting the tone for the entire interior concept.
A Showcase of Modern Interior Design in London
The Newmans Way project represents the best of what architectural visualisation can achieve. By combining design expertise with cutting-edge CGI, we helped our client transform abstract concepts into tangible visions. The result is a series of interiors that embody luxury, modernity, and timeless design—an inspiring residential development in one of London’s most desirable areas.
Enhance the Client's Design Process
Our 3D visualisations were more than just images—they were a decision-making tool. By offering the client multiple design options, the renderings allowed them to compare ideas side-by-side, assess spatial flow, and visualise the long-term appeal of their investment. This ensured that every choice, from the placement of furniture to the style of the lighting, was made with clarity and confidence.
A Tool for Confident Decision Making
Beyond aesthetics, the key value of our CGI renderings was the ability to help the client refine their ideas with precision. By comparing design variations side by side, they could confidently choose which direction best matched their vision and lifestyle. From lighting schemes to furniture layouts, every choice was presented in a realistic way, reducing uncertainty and ensuring that the final interior would meet expectations.A
Enhancing Design Communication
These 3D renderings were instrumental in communicating the project’s vision to both developers and potential buyers. Photorealistic CGI allows stakeholders to see exactly how the property will look and feel before construction begins. From the impressive double-height entrance to the landscaped gardens and modern interiors, every detail was visualised to create confidence in the design.
By producing high-quality visuals for this Derby residential development, KreatiViz helped bridge the gap between concept and reality. Our CGI served as a valuable marketing asset, supporting promotional materials, brochures, websites, and investor presentations.
