Product images show products - brand spaces transport values and identities
More than just product images - visual marketing rethought with CGI
Product images of a carpet - what do these images convey in visual marketing? Viewers must be able to understand all the functions of the Home & Living product. Carpets are simple in this respect, there are no hidden functions. They bring warmth and coziness into rooms, improve room acoustics and warm the feet. This is exactly what the Home & Living product images must show, also as 3D visualizations. Carpets are no longer just functional elements - as numerous design examples on Dezeen show, they have developed into design statements in their own right. But a brand 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 and creates a very special room atmosphere.
Well-designed brand spaces show the values that the respective brand stands for alongside the products. In the case of our CGI for WECON Home, the focus is on aesthetics. The main product in each of the four brand spaces was a carpet - but the 3D images only convey this subliminally. We worked closely with WECON Home to create the 3D brand spaces. The CGI images were based on shoots and mood board images that WECON Home had already taken and which were made available to us. Building on this, our CGI artists created various rooms, including wall and floor visualizations, which were continuously refined together with those responsible at WECON Home. We were able to take the atmosphere, lighting and style of the rooms from the mood boards and the existing shoots.
Aesthetics and brand communication: carpet visualization in 3D space
But how exactly do you convey the special aesthetics for the visual brand communication of a carpet in a fully furnished room? Different perspectives in 3D space, different light colors were tried out. Wall design, materials of the other furniture, colors - all these influence the look of a room. Is a surface simply smooth or polished? How does a matte natural stone floor compare to a vinyl floor in a polished stone design? Of course, our 3D artists didn't come up with a 3D rendering right 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 master craftsmen and women in the various trades involved in the production of furniture and interior design. From the contact with these people, who work the materials with their hands and know their properties better than anyone else, comes an incredible wealth of knowledge that flows into every single 3D visualization at Danthree Studio. For WECON Home's four brand spaces, 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, along with believable lighting design, that make the spaces come alive for viewers.
Target group in focus - different brand spaces
WECON Home rugs are designed for an urban, modern target group that appreciates high-quality materials. Muted colors and simple, almost spartan-looking furnishings dominate. This is also the design of the brand rooms, which make do with few but extremely carefully selected accessories and allow an unobstructed view of the carpets. Strikingly soft materials and high pile give the otherwise rather cool Scandinavian furnished rooms the warmth and coziness that make them a home. For those who can not identify with gray tones and strongly broken colors, WECON Home has prepared branded rooms with a more Mediterranean flair. Light, almost white walls, light floors, but a warm golden light coming in through large glass surfaces give the rooms a warm atmosphere, reminiscent of Tuscany.
Combination of Scandinavian and Mediterranean style in the 3D brand space
Do these seemingly contradictory rooms have anything in common? Or to put it another way: how do Scandinavian living style and Mediterranean style, both on trend, come together in a single brand? The connecting elements are the clear lines, the minimalist furnishings and the abundance of natural light, which is warm in both cases. In particular, the light-flooded architecture with lots of natural stone connects 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 tones in combination with grey, the rooms have a very lively effect.
This was possible because the Home & Living product images of carpet, sofa, chair and bed were modeled as 3D models by our artists with a view to experienceability. Each 3D visualization lives from the surfaces and textures carefully modeled by the lighting, which give the viewer a haptic impression. The carpet as the main product is always the center of attention due to the sparse, elegant furnishings of the rooms - quite natural and as if by chance, it immediately catches the eye.
