Product visuals show products - branded spaces convey values and identities
More than just product visuals - Visual marketing with CGI reimagined
What do product visuals 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 visuals 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 not only the products but also the values that each brand stands for. In the case of our CGI work for WECON Home, aesthetics take center stage. The main product in each of the four brand spaces was a rug—but the 3D images convey this only subtly. We worked closely with WECON Home to create the 3D brand spaces. The CGI images were based on photo shoots and mood board images that WECON Home had already commissioned and made available to us. Building on these, our CGI artists created various spaces, including wall and floor visualizations, which were continuously refined in collaboration with the team at WECON Home. We were able to derive the room ambiance, lighting, and style from the mood boards and the existing photo shoots.
Aesthetics and Brand Communication: Carpet Visualization in a 3D Space
But how exactly do you convey the specific aesthetic of a carpet for visual brand communication in a fully furnished room? We experimented with various perspectives in 3D space and different light colors. Wall design, the materials of the other furniture, and colors—all of these influence the atmosphere of a room. Is a surface simply smooth or polished? How does a matte natural stone floor compare to a vinyl floor with a polished stone design? Of course, our 3D artists didn’t just jump right into creating a 3D rendering. First, our 3D team—comprising creative directors and interior designers—came together to discuss the project. A room can only convey a believable atmosphere when the details are right. The foundation of our CGI artists’ work is therefore close collaboration with master craftsmen and women across various trades involved in furniture manufacturing and interior design. Through contact with these individuals—who work with the materials by hand and know their properties better than anyone else—an incredible wealth of knowledge is created, which flows into every single 3D visualization at Danthree Studio. For the four WECON Home brand showrooms, our artists modeled the entire interior as a photorealistic 3D scene. The various textures and surfaces were created digitally. It is these textures and surfaces, combined with realistic lighting design, that bring the spaces to life for viewers.
Focus on the Target Audience - Different Brand Spaces
WECON Home’s rugs are designed for an urban, modern audience that appreciates high-quality materials. Muted colors and simple, almost spartan-looking interiors dominate. The brand’s showrooms are designed in the same spirit, featuring just a few—but extremely carefully selected—accessories that allow for an unobstructed view of the rugs. Remarkably soft materials and a thick pile lend the otherwise rather cool, Scandinavian-style rooms the warmth and coziness that make them feel like home. For those who don’t connect with shades of gray and heavily muted colors, WECON Home has created brand showrooms with a more Mediterranean flair. Light, almost white walls, light-colored floors, and warm, golden light streaming in through large glass surfaces give the rooms a warm atmosphere reminiscent of Tuscany.
A blend of Scandinavian and Mediterranean styles in the 3D brand space
Do these seemingly contrasting spaces have anything in common? Or to put it another way: How do Scandinavian and Mediterranean interior design styles—both currently trending—come together under a single brand? The unifying elements are the clean lines, the minimalist furnishings, and the abundance of natural light, which creates a warm atmosphere in both cases. In particular, the light-filled architectural designs featuring plenty of natural stone unite the brand spaces that our CGI artists had the opportunity to design for WECON Home in Pritzwalk / Falkenhagen (Germany). Despite the limited color palette and the use of muted tones from the earth-tone spectrum combined with gray, the spaces feel very lively.
This was achieved because the Home & Living product visuals 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.
