Product images show products - branded spaces convey values and identities
More than just product images - Visual marketing with CGI reimagined
What do product images of a carpet convey in visual marketing? Viewers need to be able to understand all the functions of the Home & Living product. Carpets are simple in this regard; there are no hidden functions. They bring warmth and comfort to rooms, improve room acoustics, and warm the feet. That's exactly what the Home & Living product images need to show, even as a 3D visualization. Carpets are no longer just functional elements – as numerous design examples on Dezeen show, they have become independent design statements. But a branded space conveys even more. They captivate and convince the viewer at first glance. Here, the respective main product is placed in a larger context. It communicates with the room design, with the other furniture, creating a very special room atmosphere.
Well-designed brand spaces showcase the values that the respective brand stands for, in addition to the products. In the case of our CGI for WECON Home, aesthetics are paramount. The main product of each of the four brand spaces was a rug - but the 3D images only subtly convey this. We worked closely with WECON Home to create the 3D brand spaces. The basis of the CGI images were shootings & mood board images that WECON Home had already commissioned and provided to us. Building on this, our CGI artists created various rooms including wall and floor visualizations, which were continuously refined together with the people in charge at WECON Home. We were able to extract the room atmosphere, lighting and style of the rooms from the mood boards and the existing shootings.
Aesthetics and Brand Communication: Carpet Visualization in 3D Space
But how exactly do you convey the special aesthetic for the visual brand communication of a carpet in a fully furnished room? Different perspectives in the 3D space and different light colors were tried out. Wall design, materials of the other furniture, colors - all of this influences the appearance of a room. Is a surface simply smooth or polished? How does a matte natural stone floor look compared to a vinyl floor in the design of polished stone? Our 3D artists naturally didn't just work out a 3D rendering straight away. First, our 3D team of creative directors and interior designers got together and consulted. A room can only convey a credible atmosphere if the details are right. The basis of the work of our CGI artists is therefore the close exchange with masters in the various trades who are involved in the manufacture of furniture and interior design. The contact with these people, who work the materials with their hands and know their properties better than anyone else, creates an incredible wealth of knowledge that flows into every single 3D visualization at Danthree Studio. For the four brand spaces of WECON Home, our artists modeled the entire interior as a photorealistic 3D scene. The different textures and surfaces were created digitally. It is these textures and surfaces that, together with credible lighting design, make the rooms come alive for viewers.
Target group in focus - Different branded spaces
The carpets from WECON Home are designed for an urban, modern target group that appreciates high-quality materials. Muted colors and simple, almost spartan furnishings dominate. The branded spaces are designed accordingly, using few but extremely carefully selected accessories and allowing an unobstructed view of the carpets. Strikingly soft materials and a high pile give the otherwise rather cool Scandinavian-style rooms the warmth and comfort that make them a home. For those who cannot identify with shades of gray and strongly broken colors, WECON Home has prepared branded spaces with a more Mediterranean flair. Bright, almost white walls, light floors, but a warm golden light falling through large glass surfaces give the rooms a warm atmosphere reminiscent of Tuscany.
Combining Scandinavian and Mediterranean Style in a 3D Brand Space
Do these seemingly contrasting spaces have something in common? Or, to put it another way: How do Scandinavian and Mediterranean interior styles, both trending, come together for a single brand? The connecting elements are the clean lines, the minimalist furnishings, and the abundant natural light, which feels warm in both cases. The light-flooded architectures with plenty of natural stone, in particular, connect the brand spaces that our CGI artists were allowed to design for WECON Home near Pritzwalk / Falkenhagen (Germany). Despite the limited color palette and the reduction to muted tones from the spectrum of earth colors combined with gray, the spaces appear very lively.
This was achieved because the Home & Living product images of carpet, sofa, chair, and bed were modeled by our artists with a focus on experience as 3D Model. Each 3D visualization thrives on the carefully modeled surfaces and textures created through lighting, giving the viewer a tactile impression. The carpet as the main product is always the focus due to the sparse, elegant furnishings of the rooms - it catches the eye immediately, naturally and almost casually.
