Computer screens building dreams

Micha Grundman, MD, AYA Experience
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Adding droplets to a window, leaves to shadows, dishes to a sink or clothes on a couch are types of subtle details that can make an image “dirty”. According to Grundman, adding random imperfections to the images makes them look authentic and makes the space look lived-in.

When it comes to exteriors, some of the most basic landscape elements present the largest hurdles for creative professionals. “Recreating water is one of the most difficult. The Group has had someone working on just water for the last 10 years,” explains Grundman. “Making grass look authentic is incredibly difficult as well. To make all the pieces move independently takes an enormous amount of time and effort. Water, fire and grass—if done incorrectly—are areas where things can start to look very tacky, very quickly.”

While the artistic proclivities of the company’s artists and technicians are clear, what is also clear is that some of the largest players—throughout the UAE and the region—enlist the help of AYA for their own communication strategies.    

A healthy diversity of projects and clientele is one of the most exciting benefits for Abu Ghali. “One day we’ll produce a fashion show for Gucci; the next day we’ll help launch the Dubai International Film Festival with a huge event; then we’ll do labelling for Danone; then we’ll do some work for Abu Dhabi Police or Mohammed bin Rashid Al Maktoum Foundation,” he explains. “That’s in addition to the work we do for developer and contractor clients, which include Dubai Pearl, IFA Hotels & Resorts, Mubadala, Capitala and Dubai Contracting Company.” 

A common misconception

While it may seem that the Group would present formidable competition for design architects—especially considering it designed parts of the interiors and exteriors of Dubai Pearl from a floorplan—its group of directors insist that nothing could be further from the truth.

“The renderings we do are done by people with architectural backgrounds so they’re sensitive to the basic architecture design—the architect’s programme and vision—so in cases like that, our work overlaps with the architect,” explains Dreisziger. “But there really isn’t a conflict. I mean, we could be the architect’s best friend in terms of being able to package and sell his or her work but we could never replace or compete with the architect.”  

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“We’re not looking to replace the architects in the process,” adds Grundman. “We’re looking to offer a visual solution that strengthens the architect’s vision. We can mobilise and produce high-quality imagery very quickly, but because of that, we’re not designing projects to be 100% architecturally accurate, we’re creating a set. We’re not looking to build the project; we’re looking to create the essence of it.”
 
To that end, the Group works very closely with its in-house architects to ensure feasibility in all aspects of design. “Our background allows us to communicate very well with [architects] and deliver according to their schedule, but we don’t challenge the design,” assures Grundman.

As an illustration of how the Group can complement rather than compete with architects, Grundman offers a recent project in which the Group was in discussion with a client, while the client was in simultaneous discussion with the architects.

“The architect was proposing a solution that the client didn’t fully understand,” explains Grundman. “In essence, the client thought one was better than the other, when in fact, we were proposing the same design. We were able to use our images to give very strong visual support to the idea that we were all on the same page.”

What the future holds 

Because of the advances in technology, the line between fantasy and reality is already being blurred and, according to Dreisziger, that means exciting things for architects of the future. “The future isn’t just bricks and mortar; buildings will increasingly become the screens for myriad types of entertainment and experiences. That will be fun.”
 
Meanwhile, architects and developers of the present might do well to align themselves with the AYAs of the industry, especially considering the vast sums of money invested during the boom years. It is not inconceivable to imagine that, as a result of the recession, several of the region’s developers are sitting—uncomfortably—on scores of vacant properties. It would seem a hard-target branding and communication strategy might be an effective way to distinguish one’s properties in a very competitive buyer’s market.  

For the time being, AYA is content with its level of work. It is considering expansion into other regional markets, but any expansion, regardless of market potential, needs to be carefully considered.

“We have to be careful of spreading ourselves too thin,” expains Dreisziger. “We’re a small team that requires a lot of talented individuals. And, because of that, we’ve got to be careful in choosing the right time and method by which we expand.”  

“We’ve always been active in Dubai and Abu Dhabi but Kuwait, Qatar, Bahrain, Jordan and Saudi Arabia are still very much ‘in development’. We’ve done some work for clients in those countries, but we’re not to the point of opening satellite offices,” adds Grundman.

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