Art Direction in Architecture and Visual Communication

taught by   Karim Mousa El Ramly



FLORENCE  26th  __  27th  JUNE 2017

Image © Plompmozes


There are several goals from this workshop but the core aim is to show how to be a designer and not just a renderer. How to explore striking visual narratives and experiences while highlighting the main architectural design intent and defining the best out of it.
How to create fast track draft visual directions that resembles a story board for the client to select the best directions from. How to communicate your ideas efficiently and sell it to the clients. How to build a strong relation with the clients that eventually gives you the freedom and the trust to explore unique visual languages.



10am-6pm with coffee and light lunch break

  • Introduction to the workshop
  • Creative visual communication design strategies and their importance to the architectural practice.
  • The initiation phase of working in projects with multinational design firms: references, inspirations, understanding the core of the design and the effect of the environmental and cultural aspects.
  • Design brief and core features.
  • Designing concepts, exploring striking visual directions/languages, digital sketching, ideas exploration journey (beyond pressing the render button)
  • Analyzing visual identities/alternatives in fast track production.
  • Behind the scenes from working on several projects with renowned architectural practices and projects. Analyzing challenges and how to strike a strong trusting relationship with the client.
  • Conceptual Approaches 1 – Hands on producing idea’s and quick drafts.


10am-6pm with coffee and light lunch break

  • Understanding forms, lines, composition qualities.
  • Camera – lighting schemes – colors – scenarios.
  • 2d or 3d? how to strike the right balance.
  • The power of post-production.
  • The making of several recognized projects.
  • The challenges of commissioned work and how to stand out.
  • Mini workshops – What the people want
  • Conceptual Approaches 2 – Hands on producing idea’s and quick drafts.


No previous software experience is required

  • Software : Mainly the workflow will be using 3dmax,vray , Photoshop but 80 % of the workshop can be applied using any other software.
  • Hardware Requirements : Bring your own laptop with the required software installed.
  • Language : English
  • Course duration : 2 days
  • Schedule : 10am – 6pm coffee, snack and light lunch will be offered
  • Venue : Le Murate Progetti Arte Contemporanea
  •  Certification : all the attendees will receive an official certificate of attendance
  • Credits : The workshops received CFU‎ credits for architecture students from  University of Florence . Department of Architecture    –    The workshops received  16 CFP credits for professionals  Architects


The workshop will start with a minimum of 12 attendees. In the event of cancellation we will inform you 15 days before the workshop’s start date and we will refound you the full ticket price. 


Art direction in Architecture and Visual Communication

Early birds  //UNTIL 21 th MAY

Student € 245   Professional € 335


Student € 290   Professional € 380


WS1 + WS2

Art direction in Architecture and Visual Communication



Early birds  //UNTIL 21 th MAY

Student € 315   Professional € 395


Student € 360   Professional € 440