It has been my good fortune over the years to be able to visit some of the world’s largest and most innovative architecture firms. The common thread behind every visit was their extensive use of software, but I noticed that each firm also had a visible and active physical model shop. The two most “out there” architecture firm known for their innovative use of design software (Foster and Partners; Gehry Partners) have the largest physical modeling shops I’ve seen anywhere. The artistic process at the heart of architecture demands physical, sensual feedback during the design process.
Thus it comes as no surprise to me that Z Corporation took the time this week to issue one of those “bragging about our customers” press releases that give most editors the willies. (I almost never publish articles based on them, but I like them because it gives a glimpse into the marketing mind of the company. Also, if I never see such PR from a company, I sometimes wonder how they are doing.)
Z Corp. makes affordable and popular multi-color 3D printers. (“Affordable” is a relative term here—affordable for a firm. At $19,990 for the base model, I won’t be buying one for my kids any time soon.) They transform computer models into actual 3D objects, letting firms create physical architectural models in a fraction of the time and at what Z Corp. and one of its clients say is a fraction of the cost of traditional crafting methods. Finished models feature high-definition detail and can display a full spectrum of colors.
Z Corp. eschews the term “rapid prototyping” to help it reach a larger audience. It is a compelling vision to be able to model on the computer and then click to have a physical version printed. In my office I keep a bearing printed on a Z Corp. 3D printer. When I show it to non-technical visitors, and explain how it was created, the reaction is always the same—jaw-dropping silence for a few seconds as they try to fit the concept to existing knowledge. Then the questions flow.
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--RSN