What GMJ does

GMJ is a London-headquartered architectural visualization and 3D planning firm founded in 1990 by Didier Madoc-Jones. The firm produces verified planning images, townscape views, 3D site analyses, and masterplanning visualizations for UK architects, property developers, and planning authorities. Their work has been deployed on landmark UK developments including King's Cross, Elephant & Castle, City of London, Westminster Abbey, and Oxford University's Blavatnik School of Government.

The company's technology stack centers on 3D architectural visualization, LiDAR data processing, and specialized rendering, including the proprietary GMJ London CityModel — a 40 sq km 3D model of central London — and LiDAR-to-CAD automation software developed in 2009 through a Knowledge Transfer Partnership with London South Bank University. GMJ pioneered Accurate Visual Representations (AVRs) in 1994, now an industry-standard requirement for Townscape and Visual Impact Assessments, and created the first 3D maximum build envelope for a city centre for the City of London in 2014. The firm also developed the proprietary 'Postcards from the Future' climate change visualization series (2010), which reached over 700,000 visitors.

GMJ operates as a professional services firm on a fee-proposal basis, with revenue generated through bespoke project engagements. The customer base spans three horizontal segments — local government and planning authorities (London Borough of Southwark, City of London Corporation), architectural practices (Foster + Partners, Herzog & de Meuron, Allies and Morrison, KPF), and major property developers (Lendlease, Sellar, Get Living). The firm is privately held, founder-led, and has operated without external venture funding for over three decades. Marketing relies on portfolio showcasing, industry conference presence (SIGGRAPH, Autodesk University, MIPIM), and direct enterprise engagement via their website.

Name

GMJ

Legal name

GMJ

Website

https://gmj.net

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Short description

GMJ is a London-based architectural visualization firm founded in 1990 that produces verified planning images, 3D site analyses, and masterplanning visualizations for UK architects, property developers, and planning authorities on landmark projects including King's Cross, Elephant & Castle, and Westminster Abbey.

Ownership category

akta.pro rank

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales

Revenue model

1. Architectural Visualization Services: Professional services revenue generated through the creation of verified planning images, townscape views, 3D site analysis, and masterplanning visualizations for architects, developers, and planning authorities. Projects are fee-proposal based with custom pricing per engagement.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

GMJ is an architectural illustration and 3D planning visualization firm that produces high-resolution photomontage imagery and Accurate Visual Representations (AVRs) for planning applications. Its core work includes townscape planning views, 3D site analysis, maximum build envelope studies, and masterplanning visualizations delivered to architects, property developers, and planning authorities across the UK.

Product overview

GMJ is an architectural illustration and 3D planning visualization company offering a unified suite of services centered on Accurate Visual Representations (AVRs) and 3D masterplanning. The core portfolio includes Townscape Planning Views, 3D Site Analysis, 3D Masterplanning & Software, and Competitions/Marketing/Climate Change Imagery. These services are supported by specialized offerings such as 360° Interactive Images and Immersive Films for consultations. Key technical outputs include the GMJ London CityModel (covering 40 km² of central London) and the City of London 3D Maximum Build Envelope, both used as planning tools by local authorities. The company pioneered verified planning images in 1994 and developed LiDAR-to-CAD automation software in 2009. GMJ operates as a service-based firm rather than a software product company.

Differentiator

Problem solved

Functional benefit

Brands

• Lever Gallery: A gallery launched in 2016 that researched and curated leading illustration work created in London from the 1950s onwards, celebrating the art of illustration and showcasing hand-drawn work from London's creative boom years.

Products and services

• Townscape Planning Views Verified visual representations (AVRs) of proposed developments from agreed viewpoints, used in planning applications for Townscape and Visual Impact Assessments. Targeted at architects, developers, and planning authorities.
• 3D Site Analysis Visibility analysis and massing studies to assess how proposed developments will appear from various viewpoints and their impact on the surrounding environment. Used by architects, developers, and planners to evaluate site-specific visual impact.
• 3D Masterplanning & Software Development of detailed 3D urban models and maximum build envelope studies that integrate planning constraints (including protected views and local controls) into a single spatial planning tool. Deployed for city planners and major regeneration projects.
• Competitions, Marketing & Climate Change Imagery Visual content for architectural competitions, property marketing campaigns, and climate change impact visualization projects. Targeted at developers, architects, and public-sector bodies communicating proposals or future scenarios.
• City of London 3D Maximum Build Envelope The first 3D maximum build envelope for a city centre, combining all planning constraints (including protected views and local controls) into a single spatial planning tool used to assess tall building proposals.
• 360° Interactive Images Interactive panoramic images allowing viewers to explore proposed developments from multiple angles, originally pioneered for the Heron Tower planning inquiry. Used in planning consultations and property marketing.
• Immersive Films & Presentations Panoramic and wraparound cinematic presentations for planning consultations and exhibitions, including super-wide flythroughs and theatre experiences. Targeted at planning consultations, property marketing, and public exhibitions.

Quantifiable outcome

• Reached over 700,000 visitors through 'Postcards from the Future' climate change exhibition at Museum of London
• +2 more outcomes

Named customers10 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• London South Bank UniversityminorStrategic or Co-development Partner · 1 January 2009Knowledge Transfer Partnership involving programmers and mathematicians to develop software for automating the creation of 3D CAD models from raw LiDAR scan data. The work was positively assessed by programmers at Autodesk as a novel and effective approach.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• DBOX: Architectural visualization and brand experience studio with London and Hong Kong offices, producing CGI, film, and immersive content for property marketing and planning. Comparable to GMJ across customer segments (developers, architects, sales centers) and visualization capabilities.
• Cityscape Digital: UK-based architectural visualization studio producing CGI imagery, animations, and VR content for property developers and architects. Closely comparable in geography, service mix, and target customer segments.
• Binyan Studios: Architectural visualization firm producing photorealistic renderings, animations, and interactive experiences for developers, architects, and luxury real estate marketing. Direct competitor in the high-end visualization space GMJ occupies.
• Hayes Davidson: London-based architectural visualization firm, also founded in the early 1990s, producing CGI imagery, film, and interactive content for architects and developers. Highly comparable to GMJ in market position, geography, customer base, and service offering.
• Visualhouse: Global architectural visualization and brand experience studio producing CGI, film, and interactive content for high-end real estate and architecture clients. Comparable in service mix and prestige client base.
• SPPARC: London-based visualization studio producing architectural renderings, animations, and VR content for developers and architects. Directly comparable in geography and target customer base.

Regional players

• Kilograph: Los Angeles-based architectural visualization studio producing renderings, animation, and immersive media for architecture firms and developers. Comparable service portfolio, focused on US market.
• Neoscape: US-based architectural visualization studio producing CGI imagery, film, and immersive experiences for real estate developers and architects. Comparable in service offering but primarily serves the North American market.

Broad incumbents

• Esri UK: Geographic information system (GIS) provider whose 3D city and urban planning tools overlap with GMJ's CityModel and visibility analysis capabilities. Comparable in serving planning authorities with spatial analysis and 3D visualization, though as a broader platform vendor.
• Autodesk: Broad enterprise software incumbent providing 3D modeling, BIM (Revit), and visualization tools (3ds Max, V-Ray ecosystem) used by architects and visualization studios. Indirectly comparable as a platform layer that supports and could partially substitute GMJ-style services.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/gmj_world
• Facebookfacebook.com/100069104226864
• LinkedInlinkedin.com/company/gmj

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GMJ