Digital Materiality and Virtual Materials in Architecture and Design

Digital Materiality: The Virtual Materials Revolution in Architecture and Design

Have you ever imagined swapping marble for polished wood in a realistic architectural setting with just one click? Digital materiality is redefining how designers, architects, real estate agents, and even homeowners conceive, communicate, and market the essence of a space. In this article, I explain how virtual materials are no longer just a rendering resource—they've become the new engine of creativity, efficiency, and business growth in the industry.

From physical to digital: the rise of virtual materials

For decades, physical catalogs and tangible samples were the gold standard for choosing materials in space design. But over the last ten years, the spread of 3D visualization tools and artificial intelligence has radically changed this. Designers and architects can now freely experiment with textures, finishes, and combinations without logistical constraints, eliminating the need for physical stock or time-consuming sample transfers.

The term “digital materiality” covers working with materials that primarily exist in virtual form: files, 3D catalogs, texture maps, and visual libraries accessible via platforms like Material Shift. Today, more clients are demanding to explore options “live,” through hyperrealistic, digitally interactive views that help them make confident choices.

Why digital materiality matters in design and sales processes

Enables detailed, fast proposal customization, elevating client experience and shortening decision timelines.
Boosts visual accuracy: clients “see” the outcome before investing and can instantly compare multiple material options—something unimaginable a few years ago.
Optimizes resources: eliminates sample shipments, material waste, and wasted time waiting for decisions.
Facilitates feedback and co-creation: changes are visualized live, fostering more productive dialogue among clients, investors, and creatives.

Personally, I recall a lobby renovation where three investors held conflicting opinions on the floor finish. Five years ago, this would have meant weeks of back and forth. Today, with digital material libraries, one call was enough: I switched from polished concrete to terrazzo, then natural stone, all within seconds. That speed sealed the sale and closed the deal that same afternoon.

Recent data: the impact and perception of digital materials

Worldwide, Markets and Markets forecasts the 3D architectural rendering market to grow at an annual rate of 24.21 percent, reaching nearly 8.6 billion dollars by 2028 [source]. The two main reasons cited by surveyed firms are improved decision quality and accelerated project approval. In fact, a study by Autodesk shows that over 63 percent of clients value the ability to experiment with virtual materials before making any purchase or implementation decisions.

Types of digital materials and their applications by sector

Parametric materials: offer easy ways to adjust features like color, shine, texture, and scale. Great for swift testing and concept development in architecture practices.
PBR scans (Physically Based Rendering): used to produce photorealistic images simulating actual light-material interactions. Highly prized in luxury real estate visualization.
AI-generated materials: limitless creativity allows new patterns and textures based on references, sketches, or text descriptions, perfect for customized design solutions.

Effective strategies to incorporate digital materiality in your creative workflow

Wondering how to put theory into practice? Here's an overview of essential steps and tips drawn from my own experience and successful cases by colleagues, designed to integrate digital materiality into your workflow:

Create a personal and carefully curated digital material library. Begin with basics like wood, ceramics, textiles, and metals, then expand with variants and even experimental materials tailored to your projects.
Bring clients into the process by using interactive presentation tools that enable them to compare materials across different environments and lighting setups. This involvement often leads to fewer doubts and faster approvals.
Incorporate generative AI platforms like Deptho to transform surfaces within seconds and customize materials in real time. This breaks free from standard catalogs and adds that wow factor to every proposal.

Remember, managing digital materials is not just a tech trend but a critical professional skill to stand out. Clients love seeing options so quickly and realistically. In my experience, over 80 percent of my 2024 project wins came from using interactive digital materiality.

Advantages of digital materiality for the real estate industry

For agents, owners, and developers, the benefits translate directly into sales and property value perception:

Makes it easier to present multiple finish levels and justify price adjustments with reliable and consistent images.
Enables digital home staging with finish or style changes, improving how space is perceived by different target audiences, without construction or extra costs—a crucial distinction compared to traditional staging.
Speeds up the marketing of off-plan properties, since clients can already visualize the style and final atmosphere before construction even begins.

I have personally witnessed how properties that once took weeks to explain and showcase are now reserved during brief 30-minute calls supported by live digital visualizations tailored to client feedback. I’m not the only one: according to the National Association of Realtors, properties professionally staged digitally sell 73 percent faster and close at 5 percent higher average prices [NAR report].

How digital materials are created: a guide for studios, professionals, and entrepreneurs

Creating digital materials has become easier thanks to current tools, though there’s still room for artisanal creativity. Here’s the essential step-by-step:

Select a high-quality photo or scan of the reference material (fabric, wood, stone, etc).
Use specialized editing software or platforms like Deptho to extract and interpret key visual properties (color, reflectance, texture, etc).
Tune the material in the virtual environment and test different lighting setups to verify its realism and alignment with the overall concept.

Interested in building your own material library? You can enhance your resources with platforms that offer 100 percent royalty-free materials or share them collaboratively with other professionals. This allows studios to create value, develop signature styles, and stand out.

Trends and future: augmented reality, AI, and collaborative virtual materials

Digital materiality is now expanding into immersive experiences. Clients don’t just view—they actively explore materials, finishes, and combinations, responding live using their phones or augmented reality glasses. Some studios are experimenting with platforms where everyone involved collaborates simultaneously and remotely on the same virtual model, editing materials and comparing results in real time.

According to the latest report from ArchDaily, the next stage will feature the fusion of digital materials with real-time environmental data and generative AI, allowing for simulations of aging, stains, and wear logic over a space’s lifetime—even before construction starts.

Final thoughts and next steps: how to become part of the digital materiality revolution

Material digitization is changing the game across design, architecture, and real estate. Want to differentiate yourself and lead this new era? Start experimenting with tools like Material Shift by Deptho, create your first visualization, and let the experience surprise you. The future is flexible, customizable, and digital—the real materiality is now just a click away.

If you want to explore more about visual innovation and disruptive tools for your industry, I recommend reading other articles in our blog and discovering new tactics to elevate your work.