Interview – Walk the Room
 |
| Name: Jesper Adeberg |
| Agency: Walk the Room AB – Studio 1: Creative communication studio for architecture |
| Location: Stockholm, Sweden |
| Agency founded in the year: 2010 |
| Specialized in: Communicating architecture, 3D renders, Virtual Reality |
| Website: www.walktheroom.com |
Stockholm-based agency Walk the Room is a communication studio specialized in architecture. Founded from the conviction that communicating property could be done in a better way, Walk the Room is going through exciting times in terms of expansion. As stated on their website: “Merging art with business, technology, and architecture, we shape environments for the next generation”.
If you would summarize the core of your agency, what would you say it stands for?
Jesper: “We say that we are a partner in communicating architecture. For us, this means taking a broader role than just producing great renders. We always focus on quality and really want to help our clients communicate their architecture in the best possible way with the means available. Together with a high technology edge, artistic eye and value-adding mindset, we are able to make sure that our output reaches a high level that has a great deal of underlying value. Clients come back to us because we have such a high standard of artists employed from all around the world. This ensures a great development internally for everyone, but also makes the client comfortable with the fact that we will both handle the production process well, as well as making sure that the end result meets standards and aim.”
Who are the owners of Walk the Room and what are their backgrounds?
Jesper: “We are three partners today where all of us come from a Master in Business Administration background. Quite unusual given the kind of agency we run, but (as far as we have heard) an advantage in many aspects.”
From what conviction was Walk the Room found and where does it stand now?
Jesper: “WtR was founded on the conviction that communicating property could be done much more efficient. With new technology, we wanted to change and improve how the real estate industry operated in this aspect. There were (and are) just so many inefficiencies and lost value in not using the amazing tools available. To us, communicating better equals higher quality in the final property as well. We love to see space develop and reach its maximum potential in what it can be, artistically and functionally. Further, producing beautiful things has always meant a lot to us, as well as building a studio that has the right values and prioritizes quality. Today we are still driven by the idea to deliver value and making the property process smooth, but perhaps we are now even more driven by the final user of space and a long term mindset, what we show makes a difference.”
Which of your designs are you most proud of and why?
Jesper: “Every month we have an internal competition where we (through an internal voting procedure) select “the render of the month”. If we would have to choose, we would say that the winners of the “render of the month” are our gems. Not because they externally reach a lot of recognition (if that’s the case), but because they are a reflection of our studio’s favorites. But to be honest, we are proud of all our images as they all developed under different circumstances and different objectives.”
What most important lesson would you like to share with starting agencies (or starting artists)?
Jesper: “I would like all that is in the thoughts of starting an agency to sit down and reflect over why they are doing it. What is the big vision and reason to start this endeavor? What do you want to offer that really excites you? If you find that reason or vision, you will also find the path to clients, success and a sense of personal mission. I would also love to encourage everyone to focus on quality and service. In our field, computers take over more and more, but quality and service is not something that can easily be replaced. Continues learning and development is a must, and make sure to have fun!”
What are the agencies you look up to in the industry and why?
Jesper: “We look up to Mir because of their simplistic way of communicating both their company and architecture they portrait. Together with outstanding quality and artistic hight, we believe (to the best of our knowledge) that they are true to their core values and mission which clearly echoes in continues fantastic and creative output.”
What do you think of Human Alloys models?
Jesper: “Human Alloy Premium models save us time when we are using specific camera angles where finding and inserting cutout would take longer. They are also a quick solution for mocking up concepts of character placement to get approval from the client. Basic Human Alloy models are great for back- and middle-ground.”
What are the things you’re looking forward to in the near future?
Jesper: “We are of course looking forward to our London expansion that’s happening as we speak. What’s engaging about it is the opportunity to meet many new interesting people and to get in touch with interesting projects. Technology-wise, we are also looking forward to new developments within Virtual Reality. The gap between static VR and full flexibility VR (unreal for example) is closing and we are excited to be part of this movement. We are also excited about our new architectural studio (Studio 2) which we are launching that focus on designing office spaces that are super productive. By focusing on people’s well being and a thorough briefing process that covers all relevant aspects of a productive office space. Frankly, we are looking forward to merging the virtual world (Studio 1) with a physical environment that people can enjoy and thrive in (Studio 2).”
