The noble art of rendering for architectural projects always seemed to steer towards a more and more photorealistic style. And quite likely, this result is closer than ever with the development in software-land. Even people that are not that skilled are able to compose a pretty decent 3d-image (for instance by mixing 3D Studio and Photoshop).
But again, there are people out there that take rendering images to a whole new level. Like the people of the French firmLuxigon. It's not about photorealism per se, but more about a poetic touch to convey the inherent characteristics of the project involved. You can compare it with "normal" photography: you could either choose to frame the reality as objective as possible, or to paint reality the way you perceive it. I simply love the slightly gloomy, but very atmospheric images that Luxigon produces.