Model Works
Model Works is an Irish-founded, Dublin- and London-based architectural presentation and analysis studio providing CGI, verified photomontages, scale models, daylight/sunlight analysis, LVIA, interactive applications, and virtual tours to architects, property developers, and government clients.
- Company typePrivate
- Founded1984
- HeadquartersBlackrock, Ireland
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Model Works does
Model Works Limited (trading as Model Works / Modelworks) is a privately held, Irish-registered architectural presentation and analysis studio founded in the early 1980s by architect David Murphy, who serves as Chairman; Barry Murphy is Managing Director. The firm is headquartered at The Old Courtyard, Blackrock, Co. Dublin, and operates a regional headquarters at 151 Wardour Street, London. It employs approximately 20 multidisciplinary professionals spanning architecture, landscape architecture, town planning, engineering, daylight/sunlight analysis, CGI artistry, interactive development, and physical model making. The company celebrated 40 years of operation in 2024 and reports no external institutional ownership.
The firm delivers a full-service portfolio to architects, property developers, construction firms, and government/institutional clients. Core services are CGI, verified photomontages compliant with LVMF/GLVIA3/Landscape Institute guidance, scale models (built on CNC routing, laser cutting, and 3D printing), daylight/sunlight analysis following BRE methodology, Landscape and Visual Impact Assessment (LVIA), interactive property sales applications using gaming-engine technology, film/animation, and virtual tours. Verified photomontage and LVIA deliverables are accepted at planning hearings, with Richard Butler (MILI MIPI) acting as expert witness.
The business model is project-based B2B professional services with custom, quote-based pricing per engagement; revenue is described as multi-year contracts but not publicly disclosed. Customer relationships are long-tenured and concentrated among tier-one architectural and developer brands, including Gensler, Populous, Henning Larsen, Foster+Partners, Renzo Piano Building Workshop, Battersea Power Station (15 years), Msheireb Properties (10 years), STW Architects (20 years), and Robert A.M. Stern Architects. Distribution is direct sales via industry reputation and professional networks, supported by website, LinkedIn, and Instagram presence.
Model Works firmographics
Firmographics- Name
- Model Works
- Legal name
- Model Works Limited
- Website
- https://modelworks.studio
- Company type
- Private
- Founded year
- 1984
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Model Works is an Irish-founded, Dublin- and London-based architectural presentation and analysis studio providing CGI, verified photomontages, scale models, daylight/sunlight analysis, LVIA, interactive applications, and virtual tours to architects, property developers, and government clients.
- Ownership category
- akta.pro rank
Model Works industry classification
Industry- Product category
- Architectural Visualization Services
- NAICS
- Architectural Services (54131), Graphic Design Services (54143), Commercial Photography (541922)
- SIC
- Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Management Consulting Services (8742), Services-Allied To Motion Picture Production (7819)
- akta.pro primary industry
- Industrial/Product & Furniture Design (BPAHAKAM)
- akta.pro secondary industries
- Building Information Modeling (BIM) & Digital Design Services (BPAHAKAK), Outsourced Art/Audio Production Services (2D/3D, Animation, VFX, Audio/VO) (MPAFAKAM), Graphic Design & Visual Content Production (BPAFAIAC)
Keywords
Where Model Works is headquartered
LocationHeadquarters
- HQ city
- Blackrock
- HQ country
- Ireland
- HQ region
- Europe
Offices2 records
Markets served
Model Works business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Professional Services - Project-Based: B2B professional services revenue generated through project-based engagements with architects, developers, and property companies. Services include CGI, verified photomontages, scale models, animations, LVIA, daylight/sunlight analysis, and interactive applications. Revenue is project-based rather than subscription or recurring.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom project-based pricing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels5 records
Model Works product offering
Product offeringCore offering
Model Works is a full-service architectural presentation and analysis studio producing photorealistic CGI, auditable verified photomontages, physical and digital scale models, daylight/sunlight analyses, and Landscape and Visual Impact Assessments (LVIA) for architects, property developers, and institutional clients. Services support both planning submissions and marketing campaigns, with additional offerings in custom interactive sales applications built on gaming technology, film/animation, and virtual tours. The studio operates out of Dublin and London and serves clients across Ireland, the UK, USA, Australia, Qatar, Malaysia, Norway, and Morocco.
Product overview
Model Works is a full-service architectural presentation and analysis studio offering a multidisciplinary portfolio of services centred around CGI, verified photomontages, scale models, interactive applications, animation/film, virtual tours, daylight/sunlight analysis, and Landscape/Visual Impact Assessment. The offering is structured as a suite of complementary services — CGI and photomontages provide visual representation, scale models and interactive apps drive sales and marketing, while daylight/sunlight analysis and LVIA support planning applications. Services are delivered by a team combining architectural, engineering, technical, craft, and artistic expertise, across studios in Dublin and London.
Differentiator
Problem solved
Functional benefit
Products and services
- CGI (Computer-Generated Imagery) High-quality photorealistic and artistic computer-generated imagery for marketing and planning purposes, with bespoke art direction tailored to each project. Targeted at architects, property developers, and planning submissions.
- Verified Photomontages Accurate, verifiable, and auditable photomontages produced using a rigorous nine-step methodology aligned with LVMF SPG 2012, Landscape Institute TGN 06/19, and GLVIA3, suitable for planning applications and appeal hearings. Delivered by qualified staff acting as expert witnesses.
- Daylight / Sunlight Analysis Technical analysis predicting the daylight and sunlight rooms within a proposed development can expect to receive, and the impact on the surrounding environment, based on BRE Guide methodology. Used to support planning applications.
- Landscape and Visual Impact Assessment (LVIA) Assessment of the potential landscape and visual impacts of a proposed development, including Townscape and Visual Impact Assessment (TVIA), prepared as standalone reports or EIAR chapters for planning submissions.
- Interactive Applications Custom interactive sales and marketing applications built using gaming technology, ranging from high-fidelity PC applications integrated into marketing suites to tablet-based and mobile web-based apps, including Residence Finder and Leasing Apps.
- Scale Models Crafted physical scale models ranging from small travel models to large-scale installation models, built using CNC routing, laser cutting, and 3D printing, often combined with interactive and LED technologies. Served architects and developers for design exploration and presentation.
- Film / Animation Bespoke films and animations for marketing and planning purposes, created for property sales campaigns and planning applications.
- Virtual Tours Virtual tour experiences ranging from fully CGI tours to partially montaged photographic tours, delivering immersive property presentations.
Quantifiable outcome
- Planning authorities rely on verified photomontages for planning decisions
- +1 more outcomes
Companies that use Model Works
Customer profileNamed customers17 records
Segments4 records
Ideal customer profiles4 records
Model Works technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Model Works partnerships and signals
Strategic signalScale indicators2 records
Recent moves6 records
Expansion highlights4 records
Model Works competitors and assessment
Company assessmentDirect peers
- Beauty and the Bit: UK-based architectural visualization firm producing CGI, animation, and VR content for architects, developers, and planners. Direct peer competing in the same UK planning and marketing visualization market as Model Works.
- Kilograph: US-based architectural visualization firm specializing in CGI, animation, and immersive experiences for commercial real estate and architecture. Direct peer with comparable service mix targeting large-scale development and architecture clients.
- DBOX: International architectural visualization firm with offices in London and New York producing CGI, film, and interactive experiences for luxury residential, commercial, and mixed-use developments. Direct peer with comparable service portfolio and premium real estate client base.
- Visualisation One: Ireland-based architectural visualization firm offering CGI and digital presentation services to architects and developers. Direct peer with close geographic overlap in the Irish market where Model Works is headquartered.
- Hayes Davidson: London-based architectural visualization firm founded 1988, producing CGI, animations, and interactive media for major UK and international architects and developers. Direct peer with overlapping service portfolio and target clients (e.g., Foster+Partners, Renzo Piano, major London developers).
- Cityscape Digital: UK-based architectural CGI and interactive visualization firm serving architects, developers, and planners. Direct competitor in the same UK planning and marketing visualization market as Model Works, with similar CGI and interactive service offerings.
- Neoscape: Boston-headquartered architectural visualization firm producing CGI, animation, and interactive experiences for architecture firms and real estate developers. Direct peer in CGI-driven architectural presentation with overlapping US-based developer clients.
Broad incumbents
- Foster + Partners: Major UK-headquartered global architecture firm with in-house model-making, CGI, and visualization teams. Long-term Model Works client that also maintains internal visualization capacity, representing a partial substitute for outsourced visualization work.
- Gensler: Global architecture and design firm with substantial in-house visualization and CGI capabilities serving its own projects. Acts as both a client of and a partial substitute for specialist visualization firms like Model Works, given the size and vertical integration of its practice.
Regional players
- Steelblue: Australia-based architectural visualization firm producing CGI, animation, and interactive content for property developers and architects. Regional peer with comparable service offering, serving as the dominant visualization provider in the Australian market that Model Works has served on a project basis.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Model Works social profiles
Digital presenceModel Works financial estimates
Financial estimateRevenue estimate
Valuation estimate
Model Works leadership team
Management profileNumber of profiles
Profiles5 records
Model Works funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Model Works M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Model Works
What does Model Works do?
Model Works is a full-service architectural presentation and analysis studio producing photorealistic CGI, auditable verified photomontages, physical and digital scale models, daylight/sunlight analyses, and Landscape and Visual Impact Assessments (LVIA) for architects, property developers, and institutional clients. Services support both planning submissions and marketing campaigns, with additional offerings in custom interactive sales applications built on gaming technology, film/animation, and virtual tours. The studio operates out of Dublin and London and serves clients across Ireland, the UK, USA, Australia, Qatar, Malaysia, Norway, and Morocco.
Is Model Works a public or private company?
Model Works is a private company. It is classified as family owned and is currently operating.
When was Model Works founded?
Model Works was founded in 1984. It employs 11 to 50 people.
Where is Model Works based?
Model Works is headquartered in Blackrock, Ireland, in the Europe region.
How does Model Works make money?
One revenue line is on record: professional Services - Project-Based.
Who are Model Works's main competitors?
Direct peers on record are Beauty and the Bit, Kilograph, DBOX, Visualisation One, Hayes Davidson, Cityscape Digital and Neoscape. Broad incumbents are Foster + Partners and Gensler. Steelblue is listed as a regional player.
Does Model Works have an API?
No public API is recorded for Model Works.
What industry is Model Works in?
Model Works's product category is Architectural Visualization Services. Its primary akta.pro industry code is BPAHAKAM, Industrial/Product & Furniture Design, with a secondary code of BPAHAKAK, Building Information Modeling (BIM) & Digital Design Services. Its NAICS code is 54131 and its SIC code is 7330.