A 3D Flythrough of City Centre Regeneration

“The flyaround helped us share our vision for Swansea with the electorate and potential investors, and was used to promote Swansea at an international trade show, encapsulating the dramatic changes being planned for our City in a moving and inspiring way.”

The City & County of Swansea was keen to highlight the physical changes currently planned and taking place across the city centre, to engender a sense of optimism and belief in the dramatic and exciting changes coming to the city.  Since it was completed, our work has been used to help the public understand the proposals and to successfully inform and attract occupiers for a number of City Centre projects.



Amid some general skepticism and cynicism locally, Swansea Council required a 3D flythrough to present the progress of their regeneration and development plans in a way that demonstrated the scale of the ambition and the progress that had been made.  The intention was to visualise all current, ongoing and upcoming schemes in one presentation, in order to provide a complete picture of both private and public sector projects across the city.

iCreate needed to liaise with around 10 different architects and developers from across the private and public sector. The first version of the flythrough was required within a tight timescale, which meant we needed to undertake significant direct liaison with each of the individual developers. It was also important to take account of sensitivities around some of the developments which were not yet approved and confirmed.


To sell the vision for Swansea City Centre, iCreate produced a 6 minute flyaround animation, based on a 3D model of the city centre and featuring the wide range of developments being planned or already happening. These included those led by the Council and those led by other partners such as Coastal Housing, Swansea University, University of Wales Trinity Saint David, Tidal Lagoon Swansea Bay and others. The intention was to create drama and excitement around the vision for the city, with buildings shown emerging from the ground, and a dramatic, cinematic soundtrack.

In addition to the 3D flythrough, 20 CGIs were produced for use in printed materials and on-line.  The 3D model has subsequently been updated on numerous occasions to reflect changes to the plans and updated proposals, as well as incoporating new projects as they emerge.