University Arms, Cambridge

The University Arms is a Cambridge gem that had its top floor gutted by fire in 2013. Architects John Simpson had grand plans for its renovation. Our CGI helped them show off their ideas, from the statement porte cochères (the covered vehicle porch at the front of the building) to all sorts of period flourishes.

We think far too many CGIs are set in the middle of summer. All aspects of seasonality, temporality, weather and atmosphere should also be employed to seduce the viewer.

Here we developed an atmospheric, autumnal look, to make the hotel feel warm and thoroughly welcoming. It meant drawing lots of fallen leaves, but the effort was worth it.