Adobe Inc.
07/22/2024 | News release | Distributed by Public on 07/22/2024 13:10
A New Normal – Using photorealism to pioneer urban transformation
A New Normal - Using photorealism to pioneer urban transformation
Imagine a city where waste is repurposed, renewable energy powers daily life, and self-sufficiency is the norm. This vision is at the heart of 'A New Normal', an innovative initiative transforming how we think about urban living.
A New Normal blends art, design, politics, and practical solutions for sustainable urban living. Originally debuting as a concept at Melbourne Design Week in 2021, this initiative has now established itself as a leading program for change across Australia.
The Sydney leg of A New Normal not only offers a vision of an eco-friendly future throughout Australia but also provides government and councils with actionable solutions. This year, A New Normal, Sydney presented a groundbreaking exhibition to bring unique sustainable solution concepts to life.
To convey this urgency of sustainability to the public, architects, designers, and artists came together to visualise and demonstrate what a more sustainable future reality could look like.
"What cities need is not just another think tank but effective implementation. A New Normal is about creating a 'do tank' that translates innovative ideas into practical, impactful solutions."
Jess Miller - director at A New Normal Sydney
Using creative solutions, concepts were brought to life and made tangible, helping others understand that sustainable changes are both necessary and achievable now.
The event featured a future prototype hub showcasing innovative concepts like circularity, zero waste, renewable energy, and low-emission transport.
Attendees experienced firsthand the practical projects that could soon be implemented in their neighbourhoods, demonstrating that a self-sufficient Sydney is not just a dream but an achievable goal.
Visual narratives played an important role in materialising these concepts and breathing some life into them.
Transforming transport with the Forever Car
In a world where the transport sector is responsible for nearly 20 percent of total carbon emissions in Australia, rethinking our approach to vehicles is crucial.
The most sustainable thing you can do is to keep something forever. Introducing, My Forever Car, a pioneering project from Neeson Murcurtt Neille, in collaboration with Ausgrid, KPMG and ROEV, aimed at addressing the lifecycle issues of existing vehicles and their impact on the environment.
The ambition of My Forever Car is to retrofit 60-80 Internal Combustion Engine (ICE) cars per day to EV in a circular production sequence, all powered by the sun. Dirty in - Clean out. The initiative addresses the environmental impact of existing ICE cars and seeks sustainable solutions for the carbon-related issues of end-of-life disposal.
The innovative approach involved using Adobe Photoshop's Generative AI tools, including Adobe Firefly, to imagine a not-too-distant reality of how cars could be transformed in a production sequence as a new normal. Through this process, the team was able to build upon design ideas allowing for fine-tuning the concept's nuances to communicate the ambition of the project.
"We started off by designing through hand sketching, which moved into Photoshop. We ended up stitching two images together and using Generative AI to fill in the missing details."
Brandon Chan - Architectural designer at Neeson Murcutt Neille
This project not only highlights the potential for sustainable transport solutions but also demonstrates the importance of being able to propose big ideas by manifesting these concepts visually.
Innovating Urban Comfort with Petal
As urban environments face increasing temperatures, innovative solutions are needed to ensure comfort and sustainability. The Petal project aims to revolutionise public transport infrastructure by reimagining the humble bus stop.
In collaboration with Sweltering Cities and The Open Arms, the project draws inspiration from nature, specifically the sunflower, which rotates to track the sun's path across the sky. Inverting this concept, Petal creates an element that follows the sun and serves as a shading device.
Inciting a project that creatively aimed to merge natural principles with innovative design solutions.
"Working in Photoshop and specifically Gen Fill enabled us to actually work in real-time. We'd have an idea and then we'd be able to test it immediately. It sparked new ideas and helped our clients visualise a world that was previously only in our imaginations."
Stefanie Hughes - Studio associate, Architecture at SJB Architects
The ability to create photo-realistic visuals was crucial in conveying the project's potential to the public. These high-quality visualisations allowed audiences to envision the end result with clarity. This gives the project the best possible chance at increased interest and support from the community.
This initiative seeks to show how minor adjustments can have a profound impact on enhancing efficiency and sustainability in public transportation.
Looking ahead to our New Normal
As cities worldwide tackle sustainability and urbanisation challenges, A New Normal offers a vision for a sustainable future. By transforming cities into producers rather than consumers, the initiative reimagines urban living. The success of projects in Melbourne demonstrates the potential for similar achievements in Sydney and beyond.
A New Normal focuses on implementing proven solutions for a resilient, eco-friendly urban environment. The initiative brings together diverse stakeholders to develop and prototype innovative concepts, making sustainable practices tangible and relatable.
Looking ahead, A New Normal, Sydney aims to achieve self-sufficiency in energy and water and zero waste within a decade. By engaging the community and showcasing real-life examples, the initiative seeks to make sustainability an everyday reality.