Living culture at Sedda: Seating furniture for relaxing hours
Sedda Polstermöbelwerke stands for seating culture of the highest quality: the company name was derived from the Latin verb sedere (to sit). The manufacturer proves that unique pieces designed and handcrafted in Austria can be ultra-modern with its Gibraltar lounge suite. The lounge furniture and covers were developed in collaboration with the German designer Sven Dogs, who combines mid-century comfort with contemporary trends and the highest standards. Normally, the Austrian manufacturer 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 agency: We were allowed to create CGI product images for Sedda that precisely and in a high-quality way represent this new form of seating comfort. The 3D product images 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 furniture that appeals to the emotions
The lounge seating should be in a special environment that conveys a Mediterranean climate, sunshine and warm sunrays, and thus vacation feelings and relaxation. The focus of the product images: the furniture, which with cool surfaces and inviting upholstery ensures a physically noticeable relaxation when viewed. Smooth, cool tubular steel, tightly stretched straps and soft cushions - that was the job of our CGI artists. Although each individual 3D visualization photorealistically represents the lounge furniture, our product images have an advantage: they can show technical details in high quality and photorealistically that are normally not noticeable to the eye.
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 images 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.
Making the Gibraltar outdoor lounge experienceable - 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 on creating each individual sofa, footstool and table as a UV map – and the surfaces as PBR maps (Albedo, Roughness, Metallic, Normal). UV mapping allows the digital representations of the photorealistic 3D outdoor furniture to be covered with any texture after completion. Powder-coated steel tubing, the structured patterns of woven straps and the high-quality fabrics with brocade patterns were provided by the manufacturer. Here, too, the primary goal was to communicate the seating comfort of the lounge furniture for the outdoor area, from the sofa to the stool to the individual cushion. Thanks to CGI, even complex fabric structures such as Sunbrella® outdoor materials could be realistically represented.
Further details on Sedda's 'Gibraltar' outdoor lounge can also be found in the article by Wohnkultur.
