In the tradition of architecture, representation comes after design. The idea of producing a ”realistic” image of an “unbuilt” architectural project has always been associated with the final moment in the design process, a moment when all design decisions have already been made. At the end of 20th century, the advancement of new computation tools in 3d modelling, 3d rendering, and rendering post-production combined with access to an unlimited imagery database, changed the traditional representation / design sequence. It has allowed not only for un-imaginable levels of realism, but also for higher speeds of production. It is this particular timely feature that has produced a major shift in the design process: the image is no longer a static representation of a finished process, but a fluid component that shapes the design process. Today, one could argue that the quick production of images has become the design process itself.