Abstract

This study investigates the application of Augmented Reality (AR) in architectural design presentation, particularly its usefulness, hindrances, and prospects. Findings revealed that AR greatly aids in clarity, interactivity, and engagement, with a weighted mean score of 4.33 as a testament to the high level of agreement among participants. Three themes were identified: technological adjustment, improved communication, and sustainability. Though practitioners struggle with learning AR tools and incorporating them into workflows, the technology has significant advantages in client interaction and understanding of designs. AR provides immersive visualization that minimizes the use of physical models and encourages environmentally friendly practices. It also simplifies workflows through simultaneous collaboration and accelerated decision-making. These results indicate that AR is an innovative tool in architectural practice with pedagogical and professional benefits. The research suggests additional training and investment in AR technologies to help them reach their full potential in design communication and project efficiency.