As technology evolves, so do the ways in which commercial properties are visualized and marketed. In this Q&A with architect-turned-architectural visualizer and the founder of Panoptikon, Tudor Vasiliu, Construction Executive asks about the latest trends for 2025 that are shaping the industry and how the rise of virtual and augmented reality tours will impact how commercial architecture is presented and experienced.
What is the driving demand for virtual showing and design presentations in 2025?
The demand for virtual showings and design presentations in 2025 stems from a fundamental shift in how stakeholders interact with architectural projects. While this trend was initially accelerated by global circumstances, it has evolved into a strategic advantage for forward-thinking developers and architects.
Today’s stakeholders expect to understand complex architectural proposals quickly and comprehensively. Board members want to make informed decisions without lengthy site visits. Investors need to visualize returns before committing capital. Most importantly, end users demand to experience spaces before they exist.
But the real driver goes beyond convenience. Virtual presentations enable deeper understanding of architectural proposals. When stakeholders can virtually walk through a space, test different lighting conditions or examine material choices in detail, they make better decisions faster. This improved decision-making process has become particularly crucial in commercial projects where stakeholder alignment can make or break project timelines.
How does architectural visualization make this pre-design and pre-construction decision making process possible?
Modern architectural visualization acts as a bridge between technical understanding and emotional connection. By creating photorealistic representations of future spaces, we enable stakeholders to make informed decisions based on both data and experience.
Take a recent mixed-use development project: The client needed to demonstrate how a complex retail podium would interact with public spaces. Through detailed visualization, stakeholders could experience the space from multiple perspectives—from the store owner concerned about visibility to the facility manager thinking about maintenance access. This comprehensive understanding led to design refinements that would have been costly to implement during construction.
The key lies in creating visualizations that serve multiple purposes simultaneously. They must be technically accurate enough for construction teams, emotionally resonant for marketing purposes and clear enough for regulatory approval. This multi-faceted approach transforms visualization from a marketing tool into a crucial decision-making aid.
How is architectural technology in commercial real estate helping to innovate what has traditionally been very much a legacy industry?
The innovation in commercial real estate technology goes far beyond just creating better images. We’re seeing a fundamental transformation in how teams collaborate and make decisions. Digital workspaces have become virtual war rooms where stakeholders from around the world can gather to review designs in real time.
For example, modern collaboration platforms like Miro have revolutionized how we review and refine architectural proposals. Teams can arrange multiple design options side by side, annotate directly on visualizations and track the evolution of ideas. This visual history becomes invaluable when explaining design decisions to stakeholders or revisiting earlier concepts.
Artificial intelligence is also reshaping the industry, helping bridge language barriers in international projects and assisting with initial concept development. While AI won’t replace human creativity, it’s becoming an invaluable tool for streamlining communication and enhancing productivity across global teams.
How can commercial construction leaders tap virtual and augmented reality in their business processes?
The key to successfully implementing VR and AR lies in understanding where these technologies add genuine value to the construction process. Rather than using them as impressive tech demonstrations, leading firms are integrating these tools into their daily workflows.
Virtual reality proves particularly valuable during design review sessions, where stakeholders can experience spaces at true scale before construction begins. This immersive experience helps identify potential issues that might be missed in traditional 2D drawings or even 3D renderings.
Augmented reality, meanwhile, is transforming onsite construction coordination. Construction teams can overlay virtual models onto physical spaces, helping verify installations and coordinate complex systems. This technology is particularly valuable in renovation projects, where teams need to understand how new elements will integrate with existing structures.
What are the challenges and benefits to this approach and what is your advice for commercial firms to make the most of this tech-driven opportunity in 2025?
The primary challenge lies not in the technology itself but in implementing it effectively within existing workflows. Success requires a holistic approach that combines technical expertise with strong project management and clear communication protocols.
Some of the benefits include making decisions faster, fewer errors through improved coordination, more effective stakeholder communication, better documentation of design evolution and ultimately, increased client satisfaction through clearer expectations
Advice for commercial firms looking to maximize these opportunities:
First, focus on building strong collaborative processes. The most sophisticated and established visualization studios won’t help if your team lacks effective communication channels.
Second, evaluate a studio’s project management expertise. Success in modern visualization requires more than technical skills—it demands rigorous project management to handle timelines, tasks and client communication effectively.
Third, stay flexible with tools and platforms—whether it’s Zoom, Teams or Google Meet for meetings, or Asana or Toggl Plan for project tracking. The key is maintaining consistent quality while adapting to a working system that works best for the project.
Finally, remember that technology should serve your business goals, not define them. Choose tools and approaches that solve real problems and create tangible value for your projects.
As the industry moves through 2025 and beyond, the firms that succeed won’t necessarily be those with the most advanced technology, but those who best integrate these tools into thoughtful, well-managed processes that truly serve their clients’ needs.
SEE ALSO: VISUAL SCHEDULING TECHNOLOGY IS AIDING CONSTRUCTION PROJECT PRODUCTIVITY IN 2025
