Alder Castle

About

I was reached out by Effection Studio based in London to collaborate with them to create a campaign to market the redevelopment of Aldercastle building, by taking inspiration from the updated material palette and the surrounding heritage of the building.

Aldercastle will be a brand new, high spec office building.

History surrounding Aldercastle.

Roman Wall Ruins

Ancient remains beside Aldercastle, connecting the site to London’s 2,000-year history.

Victorian Wall

A 19th-century wall nearby, showcasing the city’s layered architectural heritage.

Christopher Wren Church

A historic Wren-designed church offering a striking contrast to Aldercastle’s modern design.

Postman’s Park

A peaceful green space with the famous memorial, moments from Aldercastle.

Greenery

Landscaped terraces and nearby green pockets bring natural calm to the urban setting.

Art Direction - Chris Spurr (Effection Studio)

3D Design - Mohamed Basil

Images of Aldercastle

materials

This was the material guide I had to get inspired from and follow to make sure the final design would be something that fits Aldercastle.

Bring contrasting materials of the building together:

-Organic and Natural textures (greenery)

-Older materials (roman brick, Victorian brick)

-New clean, modern and geometric forms with fluted glass, copper, timber.

style references

- Combine old and new in a way which is modern, interesting and different.

- Create abstract, rich imagery.

- Simple compositions, not too many elements at once

- Strong lighting

work in progress

Understand how much elements was too much elements and understand what the ideal complexity that would fit Aldercastle.

Once that was finalized we started to experiment more with the composition, always tying the elements back to our initial guidelines.

Why use preview renders instead of textured renders at this stage?

For projects that needs the composition to be the primary focus it is better to have the preview renders since having the textured version will make it trickier to understand if the composition is strong or not.