While technologies such as virtual and augmented reality are transforming architectural visualization, human creativity remains at the heart of the profession, says Norm Li. As founder of Norm Li Architectural Graphics + Illustrations, Canada’s leading visualization studio, he embraces the possibilities of the future while championing the artist’s touch as a vital differentiator in a sea of digital renderings.
On the eve of Zonda’s Elevate conference, in partnership with ARCHITECT and Livabl, Li—who is an ambassador for Elevate—shares insights into his studio’s projects as well as his perspective on the evolving landscape of architectural visualization.
What inspired you to establish your own visualization studio, and how has your architectural background influenced your approach?
While I was in architecture school, I learned how to render. I was so passionate that I dropped out to join a studio, where I quickly became the lead artist on a team of two. One day my boss pissed me off, so I left. And all his top clients went with me. That taught me that in any business, your relationships are your greatest asset. Which is the foundation of our studio to this very day.
Can you share the journey of Norm Li from its inception to becoming Canada's leading architectural visualization studio?
We primarily started in cultural, commercial, and institutional projects. Some of our earliest commissions included Meadowlands Stadium and Madison Square Garden. Our work has taken us to places like Singapore, Doha, and Saudi. Around 2016, we started picking up a lot of residential projects across Canada. And in 2020, with the onset of COVID, we changed the game by inventing livestreamed condo launches, assisting with the sale of $4 billion-plus in real estate.
How do you balance artistic creativity with the technical demands of architectural visualization?
Our team is composed entirely of ex-designers who are also incredible visual artists. We complement that with a highly skilled project management team. Their combined competence quickly gains the trust of our clients who give us a lot of leeway to produce what we think our clients need to reach their buyers.
Could you walk us through your typical workflow when collaborating with architects and developers on a new project?
We start with a discovery call to work out the narrative we want to tell. Once that’s established, we work out a schedule that takes into account the client’s work rhythm. Do they need 24 hours to provide feedback? Or maybe 72 hours? We also make sure to take time and onboard any new client and show them exactly what each round of feedback will focus on and what inputs we need from them at each stage.
How has the advancement of technologies like virtual reality and augmented reality impacted your work?
It’s really opened up the possibilities of how our work is displayed. It’s like seeing it already built years in advance! We are bringing a demo of our latest augmented reality system to Elevate. If anyone wants to check it out, just find me poolside in the DJ booth on Monday!
Could you highlight a project that presented unique challenges and how your team addressed them?
Sometimes our clients have really tight timelines. OK—actually, a lot of the time. We’re currently working with Inter Miami on their new stadium complex, and that timeline was tighter than tight. But in the end, we understand the importance of the project and we we’re able to change the scope and nature of the deliverables in a way that made their target possible. The renderings are not the end all, be all. It’s all about getting our clients to their intended goal and maximizing the impact of our work.
What emerging trends in architectural visualization are you most excited about?
I think augmented reality is going to change our lives. The interplay of real and imagined will revolutionize how real estate stories are communicated.
How do you foresee the role of visualization evolving in real estate development and marketing?
It’s not going anywhere anytime soon. Good visuals will always need a human touch. Or at least an AI bot that is trained on proprietary knowledge. Widely available AI models will not cut it in demanding sectors and markets. As real estate becomes increasingly expensive, buyers are also becoming more sophisticated, and the visuals need to keep up with that evolution.
What advice would you offer to aspiring visual artists looking to enter the architectural visualization field?
Create your own look. A lot of the work today all looks the same.
Can you share a specific project or experience that you are particularly proud of and why it stands out for you?
During COVID, we got into the event planning business (great timing, I know). Somehow we managed to conceptualize, organize, and produce a fundraiser for 700 people that raised $225,000 for charity.
What would you have been if not in the real estate industry?
Crypto trader. Just kidding. I think I’d be in sales. I see what real estate sales people do all day, and it’s not just about selling property. They’re helping people find homes for their families or invest in their futures. The importance of good salespeople is really overlooked.
Beyond your professional work, you’re also a DJ. What would be on your playlist as you drive around Miami in December?
A mixed bag really. I’ll jam to anything from Yacht Rock to Afro House to Dancehall to Drum and Bass. If you want to hear my vibe, head to mixcloud.com/norm-li. It’s a little bit of everything from all corners of the world.
What excites you most about attending this conference in Miami?
Connecting with the top multi professionals from across North America.
What’s your go-to restaurant in Miami, or do you have any favorite spots to unwind?
La Sandwicherie on 14th. Great spot to grab a sandy when you’re feeling famished on the beach.
What about in Toronto? It’s a great city for food
My go-tos are Giulietta for incredible Italian in a beautiful room with the best service, and Hong Shing for old-school Chinese comfort classics with a twist.
Li is an ambassador for Zonda's Elevate conference at the Fontainebleau in Miami, December 9-11, 2024. Click here for more information about Elevate.
