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Daniel Flood: The real, the illustration and the photo-real

Thu 8 Aug 12pm-1:30pm

The story of artistry and the science of progress in the visual field has always been fraught with misunderstanding.  From the beginnings of artistic photography in the late 19th century to the invention of virtual drawing, the gadgets perceived control of the creative process has always been assumed until proven otherwise.

For example, the story of photography could easily be juxtaposed with the progress of computer based visualisation.  At first the creators are technicians as the tools are learnt and over time they are mastered.  The tools are created or modified to attain certain aesthetic goals until the humans take back control of the image/narrative/immersion.

Architecture has been illustrated for centuries using hand, eye and pencil. The age-old techniques of the golden mean, rules of thirds, mathematical perspective generation etc influenced architectural photography and these in turn produced many of the rules we see in today’s 3d generated outcomes.  How have these age-old prisms formed the focus of today’s visualization? What can we learn and how we do step outside the box when now our perception is completely inside the box?

Representation in its myriad forms is first and foremost in the professions ability to communicate to clients and the community.  This seminar will be looking at what forms the nature of image/immersion/narrative expectation as well as how changing technology has reformulated these expectations of the past century.









Daniel Flood, Managing Director - FloodSlicer Pty Ltd

A multi award winning graduate of Architecture at the University of Melbourne Architecture School, Daniel has developed a unique and pre-eminent expertise in the animation of architecture and the creation of compelling virtual experiences. His pioneering work from the late 90s was instrumental in the growth of the visualisation industry, establishing an artistic credibility for then nascent technologies that eventually led to the co-founding of FloodSlicer.

Published by both industry and academia Daniel has lectured all over Australia. Amongst other notable works, in 2010, Daniel directed the creation of the ‘when’ component of the Australian Pavilion at the Venice Biennale of Architecture who’s focus was on the use of stereoscopic imagery in the re-imagining of space, narrative and geometry.



This seminar provides one formal CPD point per hour on completion of set assessment. (1.5 formal points are available).




Ticket Costs
A+ Members $53
Members $60
Graduate Member $30
SONA Member $23

Non Member $90



Australian Institute of Architects
Victorian Chapter
Level 1, 41 Exhibition Street Melbourne
T: 03 8620 3866 
E: vic@architecture.com.au



1. The Victorian Chapter has the right to cancel or alter the dates, speakers or venue of an event. 2. In the event of cancellation, bookings will be transferred to the next available event unless the registrant requests otherwise. 3. No cancellations or refunds two (2) working days prior to the event. 4. People attending in replace of the registered person must pay the ticket fee associated with their membership type. 5. Please note that start and end times are an estimation. Some seminars may finish earlier or later than the proposed time.