One sofa, a defined visual language: CGI for Natuzzi Italia.
An interior shaped by Natuzzi’s visual guidelines
Lighting, camera angles and furnishings needed to reflect Natuzzi’s visual language. For the 3D product imagery, our interior designers and 3D artists built a virtual brand environment to the specifications of Natuzzi Italia. The Colle sofa was the focus. The room, accompanying furniture and materials were composed around it.
Natuzzi supplied the brand guidelines. These defined the distribution of light and shadow, as well as the camera’s view of the sofa. Within that framework, we created a series of product images of Colle, designed by BIG, Bjarke Ingels Group, and the other furniture in the room. The choice of pieces shown alongside the sofa was also part of the design brief.
Upholstery, shape and construction
Colle pairs soft upholstery with an open, inviting form. The folds in the covering are part of that expression, as described in Natuzzi’s product documentation. Our image series needed to make the shape, seams and surfaces legible together. Material representation mattered as much as the sofa’s proportions.
Lighting within a defined visual language
Light and shadow reveal surface texture. The lighting followed Natuzzi’s guidelines throughout. Sofa, coffee table, lounge chair, rug and shelving were shown as one coherent interior. The camera views focus on the furniture while showing how the pieces relate to each other.
Making material differences visible
Leather, wood and stone respond differently to light. In the images, those differences appear through surface texture, reflections and shadows. CGI can direct attention to these details. Our before-and-after image comparison shows how an image develops during production.
From product detail to interior
Wide views show the relationship between the furniture pieces. Closer views bring out upholstery, seams and material transitions. Both belong to the same CGI furniture image series. The imagery can move between the individual product and the atmosphere of the room.
Craft knowledge informs the materials
Our CGI artists draw on craft knowledge when assessing materials. For this image series, the surfaces of the furniture and the room were considered together. Alongside upholstery, that includes flooring and wall finishes. The aim is to make Natuzzi’s material and visual specifications recognizable in the images.
