Home Decor at Sedda: Seating for Relaxing Moments
Sedda Polstermöbelwerke stands for the highest quality in seating design: The company name is derived from the Latin verb *sedere* (to sit). With its Gibraltar lounge seating set, the manufacturer proves that one-of-a-kind pieces designed and handcrafted in Austria can be cutting-edge . The lounge furniture and upholstery 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 typically works with solid wood and high-quality fabrics.
Different materials were used for the lounge suite because upholstered furniture in the classic sense doesn't work outdoors. The sofa had to be weatherproof, so to speak. Sven Dogs designed a construction made of tubular steel, onto which cushions are mounted via a belt system. The tubular steel forms the frame, and the cushions rest on the belts. The tight covering creates a support structure that has the properties of classic upholstered furniture: the cushions are soft yet firm, so that the musculoskeletal system can relax.
Our task as a 3D visualization studio: We were allowed to create CGI product visuals for Sedda that precisely and in a high-quality way represent this new form of seating comfort. The 3D product visuals of seating comfort in combination with high-quality design, down to the various surfaces, were a real challenge! Sedda stands for handcrafted unique items 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 set was intended to be placed in a special setting that evokes a Mediterranean climate, sunshine, and warm rays—and thus conveys a vacation atmosphere and a sense of relaxation. At the center of the product images: the furniture, which, with its cool surfaces and inviting upholstery, creates a sense of relaxation that viewers can physically feel. Smooth, cool steel tubing, tightly stretched straps, and soft cushions—that was the task for our CGI artists. Although each individual 3D visualization depicts the lounge furniture in a photorealistic manner, our product images have one advantage: they can showcase technical details in high quality and with photorealistic accuracy—details that the eye would normally overlook.
Small changes in the coloring immediately make the belt system on which the cushions rest understandable - without having to think about it. Our principle is: We appeal to the feeling with our 3D visualizations and yet meet the mind. CGI can do this better than conventional product visuals due to the many possibilities for detailed adjustments. For Sedda from Wallern a. d. Trattnach (Austria), we were able to make the lounge furniture experienceable with all senses – digitally, but still emotionally tangible. Because design solutions for outdoor areas today particularly benefit from virtual staging via CGI – as international platforms such as Dezeen repeatedly show.
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 - supported by ray tracing in a modern render engine for physically correct light and shadow gradients - and not only flatter the Gibraltar lounge collection, but put it center stage.
At the same time, our CGI artists are working to create a UV map for every single sofa, footstool, and table—and PBR maps (albedo, roughness, metallic, normal) for the surfaces. UV mapping allows the digital representations of the photorealistic 3D outdoor furniture to be overlaid with any texture once they are complete. Powder-coated steel tubing, the textured patterns of woven straps, and the high-quality fabrics with brocade patterns were provided by the manufacturer. Here, too, the primary goal was to convey the seating comfort of the outdoor lounge furniture—from sofas and footstools to individual cushions. Thanks to CGI, even complex fabric textures, such as those found in Sunbrella® outdoor materials, could be rendered realistically.
You can find more details about Sedda’s “Gibraltar” outdoor lounge in the article in Wohnkultur.
