Living culture at Sedda: seating for relaxing hours
Sedda Polstermöbelwerke stands for seating culture of the highest quality: the company name was developed from the Latin verb sedere (to sit). With its Gibraltar lounge seating group, the manufacturer proves that unique pieces designed and handmade in Austria can be ultra-modern. The lounge furniture and covers were developed in collaboration with German-born designer Sven Dogs, who combines mid-century comfort with contemporary trends and the highest standards. The Austrian manufacturer normally works with solid wood and high-quality fabrics.
Other materials were used for the lounge group. Because upholstered furniture in the classic sense does not work outdoors. The sofa had to be weatherproof, so to speak. Sven Dogs designed a tubular steel construction onto which cushions are pulled using a strap system. The tubular steel forms the frame, the cushions rest on the straps. The tight covering creates a support structure that has the characteristics of classic upholstered furniture: The cushions are soft yet firm, allowing the musculoskeletal system to relax.
Our task as a 3D agency: we were asked to create CGI product images for Sedda that depict precisely this new form of seating comfort in a high-quality way. The 3D product images of seating comfort in combination with high-quality design and the various surfaces were a real challenge! Sedda stands for handmade unique pieces of the highest quality - just as Danthree Studios stands for unique 3D product visualizations according to individual specifications!
Seating that appeals to the emotions
The lounge seating group was to be placed in a special environment that conveys a Mediterranean climate, sunshine and warm rays of sunshine and therefore a feeling of vacation and relaxation. At the center of the product images: the furniture, with its cool surfaces and inviting upholstery, ensures that you can physically feel the relaxation when you look at it. Smooth, cool tubular steel, tightly tensioned straps and soft cushions - that was the job of our CGI artists. Although each individual 3D visualization is a photorealistic representation of the lounge furniture, our product images have an advantage: they can show technical details in a high-quality, photorealistic way that the eye would not normally notice.
Small changes in the color scheme allow you to immediately understand the belt system on which the cushions rest - without having to think about it. Our principle is to appeal to the senses with our 3D visualizations and yet still meet the intellect. CGI can do this better than conventional product images thanks to the many possibilities for detailed adjustments. For Sedda from Wallern a. d. Trattnach (Austria), we were able to bring the lounge furniture to life with all the senses - digitally, but still emotionally tangible. After all, design solutions for outdoor areas today benefit particularly from virtual staging using CGI - as international platforms such as Dezeen have shown time and again.
Bringing the Gibraltar outdoor lounge to life - 3D visualization
Sedda aims to offer special seating comfort. Danthree Studios aims to provide exceptional brand communication services for furniture, home & living brands. In close consultation with Sedda, our CGI artists selected an environment that communicates summer warmth with the option of cool relaxation. From landscape and lighting to the specific color tones and placement of accessories, everything had to harmonize with Sedda's brand identity and not only flatter the Gibraltar lounge collection, but put it front and center.
At the same time, our CGI artists worked on creating each individual sofa, footstool and table as a UV map. UV mapping allows the digital representations of the photorealistic 3D outdoor furniture to be covered with any texture after completion. Powdered tubular steel, the textured patterns of woven straps and the high-quality fabrics with brocade patterns were provided by the manufacturer. Here too, the primary aim was to communicate the seating comfort of the lounge furniture for outdoor use, from sofas and stools to individual cushions. Thanks to CGI, even complex fabric structures such as Sunbrella® outdoor materials could be realistically depicted.
Further details on the 'Gibraltar' outdoor lounge from Sedda can also be found in the article from Wohnkultur.
