Unbuilt

An off-plan project has no building to photograph, so show it being made. The site opens on an empty model board. As you scroll, the twelve houses rise from their plans one by one, walls first, then roofs, then trees, until the whole site is standing. Then it becomes a tool: pick a house, see its plan, see its sun.

• It is honest about the stage of the project. Buyers of off-plan homes know the photographs are not real. A model does not pretend.
• Architects present work this way. A white model reads as serious and considered, not as marketing.
• It is useful. The same model can answer questions about orientation, neighbours and shade.