Designing air and health

A forward-thinking masterplan for a pharmaceutical campus in Northern Italy

The task

RAU invited us to join a closed competition to reimagine a new, circular, and climate-resilient district for a leading italian pharmaceutical company, and develop 5 visuals in just 14 days for their proposal, with an evolving design and a large international team.

With multiple partners, tight deadlines, and many design decisions still open, we had to help shape the narrative, fill in the gaps, and keep everyone aligned.

The results

Strategic storytelling. The images gave the client a clear and compelling communication tool. Even though the project didn’t win, it strengthened RAU’s positioning in healing and sustainable architecture.

Efficient, stress-free process. By taking initiative and bridging gaps, we freed up the design team to focus on what matters while delivering images that moved the project forward.

Client

RAU

Project location

Northern Italy (Confidential)

Partners

Openfabric
Studio Modijefsky
United Consulting Italy
Drees & Sommer
Breed Integrated Design

Services

Visual consulting
Art direction
Co-design
Rendering

Deliverables

Still images (5)

This project set the bar high. The aspiration wasn’t just to clean the air, but to create a new “urban lung” for the city, combining scientific innovation, social connection, and climate resilience. Circularity had to guide every design decision, reimagining an industrial site as a vibrant, healthy place for the community.

But turning vision into reality was anything but simple.

  • Key aspects of the layout, the facades, and the landscape changed almost daily as ideas from RAU, Openfabric, and Studio Modijefsky converged.
  • The ambitions were huge (air-cleaning facades, cooling green corridors…) yet the available design information was often in flux.
  • Multiple design voices meant constant negotiation and balancing different priorities and feedback, all under an intense two-week deadline

We had to fill gaps with our own design intuition and help bring coherence to a story with many authors. At times, it meant adding details on the fly; at others, it meant stepping back to align the whole team around what mattered most. Our challenge was to visualize a project while shaping a narrative that could unite ambition, complexity, and an unfinished puzzle, while never losing sight of the client’s ultimate vision.

The strategy

  • With so many partners and fast-moving changes, we acted as facilitators as much as image-makers. We set up regular check-ins sometimes sharing screens and iterating live with the designers, so all inputs were considered and images stayed up to date, keeping all teams on the same page.

  • Many parts of the project were still only rough ideas. When key details were missing we took the initiative to draft proposals and fill the blanks, always highlighting these choices in our reviews. This approach turned uncertainty into creative progress, moving the project forward without waiting for every answer.

  • With just two weeks and lots of moving parts, our workflow had to be both flexible and decisive. We worked in sprints: setting priorities, working up the views with the most impact first, and building the story image by image. When new ideas surfaced late in the process we quickly brought them to life as a last-minute highlight.

Our need was clear: we needed to produce high-quality renders. Having already collaborated with The Big picture within a larger team in the past, we seized the right opportunity to work directly and more closely together.

From the very beginning, I was very satisfied with both the process and the final outcome. What really stood out was the constructive exchange of ideas and the collaborative approach in developing visuals with strong visual impact. The quality and workflow were excellent throughout.

It really feels like a different experience to collaborate with a consultant, as opposed to a conventional render company. They don’t just “execute”, it’s a genuinely collaborative construction of the images.

Jacopo Gennari Feslikenian
Director, Openfabric

Let’s make your next project look this good.