Italian furniture from the luxury segment - CGI (3D product visualization) for a sofa by Natuzzi
Design of a virtual brand space
Lighting, perspective, interior design, design language - a brand space is complex and conveys more than just 3D product images. The corporate identity of a company resonates and can be felt in every detail. This was also the case in our 3D product visualization for Natuzzi. Our interior designers / 3D artists created a brand space tailored to the furniture brand and staged the furniture with CGI.
Of course, we weren't left to our own devices. Natuzzi gave our interior designers and CGI artists the complete corporate identity. Among other things, this meant that the distribution of light and shadow in the virtual brand space was specified, as was the perspective from which the sofa was to be shown as the main product. Several product images were created for the other furniture in the room, because of course a sofa can only be experienced in connection with the rest of the room. The design and language of the brand space were defined, so it was clear which furniture was to interact visually with the sofa here.
Bringing brand values to life: Authenticity and realism in 3D renderings
Natuzzi furniture from the capital city of Bari in Apulia (Italy) is characterized by its high-quality design and first-class workmanship. These values stem not only from a creative vision, but also from a deeply rooted attitude to life - as the article in Falstaff impressively shows, where Natuzzi's Apulian heritage is combined with modern living comfort. our aim is therefore to convey the workmanship in the 3D model and in the 3D visualization. They are often multifunctional, combining pragmatism with fine materials. Colors, shapes and textures together form a harmonious whole. It was a pleasure for our team at Danthree Studio to bring the different surfaces, the respective haptic characteristics of the individual materials to life in the 3D rendering! Authenticity, tangibility for customers, conveying the brand values - these were the goals of this 3D project.
Clarity in design, depth in space - CGI light guidance for the world of Natuzzi furniture
Our artists have implemented a lot in the field of CGI using lighting. Surfaces become "tangible" for the eyes when structures are created through modeling with light and shadow. However, this had to be done within Natuzzi's lighting guidelines. From the sofa in the center of the brand space to the couch table, lounge chair, carpet and shelving, the furniture is characterized by clear lines and simple shapes. If you want to get an idea of which Natuzzi furniture pieces can be combined harmoniously with each other, you will find a wide range of variants in the sofa collection in the official Natuzzi online store - from modular elements to iconic lounge concepts. This is an essential part of Natuzzi's design - the materials can be effective precisely because of this simplicity in design. It was a challenge for our CGI artists to create a brand space within the tight specifications that not only brings all the functions of the furniture shown to life like product images, but also puts customers right in the middle of the space.
High quality furniture materials set the scene with 3D
The specific properties of high-quality furniture materials, carefully selected wood or respectfully processed leather require the attention of all the senses. They cannot simply be "seen". These materials exude their own scent, behave in a very special way when touched. The way sounds in a room are defined by the materials that are in the room. All of this is important to feeling comfortable in a room. That's why we choose our furniture the way we do. The high-quality materials used by the designers at Natuzzi take this very fact into account. How do you represent that in CGI?
Collaboration with master craftsmen: authenticity in CGI product images
Brand spaces can only really be experienced if you are actually in the room and open up all your senses. One way to make furniture more tangible in a 3D product visualization is to show it from different angles. Another way is to keep changing the light. The textures of the materials can be experienced through the different reflections on the surface and the ever-changing shadows. Customers get an impression of how the material might feel. The surface of the materials is also decisive for sound. How a sofa affects the room acoustics can therefore be guessed by experiencing the surface texture. This leaves only one sense missing: How do you convey the genuine scent of high-quality leather in a brand room that exists only as a 3D rendering? How do you convey the unique aroma of natural wood surfaces? It seems almost impossible. But in fact, a credible surface design that makes the material haptically perceptible plays an important role here as well. After all, the brain fills in the missing information all by itself.
Real materials, digitally conceived - CGI meets craftsmanship
To achieve this with our CGI, our artists work closely with master craftsmen from the various trades involved in furniture construction. They seek advice and repeatedly explore the material they want to depict themselves. This enables them to express the high quality and unique character of a Natuzzi sofa in a virtual brand space. Of course, we not only take care to visualize the furniture in the best possible way, but also to render floors and wall coverings. These product images look authentic. They are.
