3D Interior Visualization Furniture, Home & Living (CGI)

3D Interior Visualization Furniture, Home & Living: CGI / 3D with Danthree Studio transports clients:inside into emotionally charged beautiful spaces.

Furniture is much more than its pure function in the interior. It also conveys values such as comfort, security, warmth and confidence, a sustainable lifestyle and a sense of responsibility. How do you convey all this in a simple product image in an online store or in a brochure from print advertising? Our team of creative directors, master carpenters, interior designers, and CGI artists joined forces in this CGI project to visually translate the home & living products into a 3D product visualization.

In short, our specialists have used their expertise and skills to put the home & living products into context and to make this context tangible for the end customer with visual possibilities alone. What is a big challenge in the conservative product photography, can be realized with our 3D visualization fast & cost efficient. The furniture & living products were "copied" as a 3D product visualization on the computer as a digital twin 1:1 of the real existing product, placed in a room with various products from the home & living area and the lighting was created so that the home & living products were brought to life and emotionally staged. The entire ambience is chosen in such a way that viewers subliminally grasp the brand identity and see themselves in this interior.

People think in terms of brand spaces, not furnishings.

Home & living furnishings never stand alone, but are always seen in their context, i.e. a brand space. Because no one just needs a chair. Rather, people look for seating that visually and emotionally enhances the space, expresses their self-image and brings them closer to their dreams and goals. Emotions play an important role, and emotions are aroused through stories. No product can tell these stories if it stands alone.

If we're already thinking in terms of branded spaces - why not design the spaces to convey the very messages that the particular home or living brand stands for? At Danthree Studio, we basically have two different clients in mind when working with CGI - 3D product visualization: On the one hand, there is our client, who wants to transport their brand message to the end customer and sell products. This is our direct customer. Indirect customers, however, are the end customers, i.e. the customers of our clients. And they have completely different requirements. They want to be able to identify with the products, they want to satisfy their needs and solve problems with the respective product. So our CGI artists have to work the promise of satisfying these requirements into every 3D visualization of the Home & Living products. This requires empathy and knowledge of human nature: what do people expect from Home & Living products? With which questions do people look at the 3D visualization?

In concrete terms: Using visual marketing to make a home & living product come alive.

As humans, we rely primarily on our sense of sight. Smell, haptics and sounds are also important for products, but you can't convey them directly via visual marketing in an online store or a print brochure. That only works indirectly. And this is where our Creative Directors & CGI artists come in.

Our approach to create a brand space with a 3D product visualization

Our 3D artists first "recreated" the Home & Living products three-dimensionally on the computer (digital twin). They paid special attention to the details. The material of the carpet as an example, the surface and the behavior of the carpet in a real room were recreated as detailed and photorealistic as possible. This was only feasible via the lighting in a room around the carpet. This room is also a pure illusion, so it doesn't exist in real life. Our CGI artists chose a loft-style room that is flooded with light but not completely visible. The viewer can put himself in the interior because he can see the carpet from an adjacent room through an open passageway. The size of the carpet and the height of the carpet pile become clear through the relationship to the floor underneath and the furniture around it, and the lighting, respectively.


Creating spaces with light and shadow

It is also the light direction that impressively shows the pattern of this particular carpet. The carpet is monochromatic, showing a pattern on the upper side only over the different length of the pile. To depict this is an elaborate and detailed work in the field of 3D visualization. Nevertheless, our experts succeeded, and even more: the lighting in the artificially created room is chosen in such a way that the furniture around the carpet not only reflects the brand identity, but also arouses emotions and tells a story.

The CGI / 3D product images are designed in such a way that they can be used both digitally and in print media. And they are absolutely believable: the viewer has hardly any chance to recognize that the images are purely artificially created spaces that do not exist in real life. The Home & Living area in particular must appear convincing. Because in this very intimate area, haptics, acoustics and other impressions play an important role.

Danthree Studio