ABSTRACT
This chapter analyses how the perceived atmosphere of a place is communicated and rendered among urban designers, external collaborators and graphic visualisers. Renderings are productions aimed to pitch a masterplan to an external audience in the early stages of a design process, and they can serve as presentation tools throughout the construction process and for the submission of tender. Renderings serve a communicative role throughout the entire design process, but first of all they are created to win project contracts. They are produced in the initial phase of the design process to convince the client that the absolute best project proposal is revealed in and by the rendering. A transformation in architecture firms from mainly providing functional solutions to becoming more experience-oriented chimes with this phenomenological approach of urban designers.
