When Italian elegance meets New York rooftops, the result is more than just an image—it’s a visual story. For EMU, we used CGI to tell exactly that story.
A clean, functional aesthetic, brought to life through a blend of natural materials and metals: The outdoor and garden furniture from the Italian furniture brand EMU blends seamlessly into its surroundings and embodies the Italian way of life.
Rooted in the heritage of Umbria, the brand embodies elegance and style. The tables, chairs, and bar stools are right at home in a modern, urban setting.
Danthree Studio was tasked with bringing this brand image to life through light, color, and interior design. For EMU, we developed a visual concept that combined architectural and furniture visualization. Visually high-quality product communication is essential in the field of outdoor design—CGI is the ideal tool for the job!
CGI Brand Presentation Using Light, Form, and Atmosphere
Rooftop bars and cafés exude a very special atmosphere: they embody the lightheartedness of modern indulgence in an urban setting, yet remain close to nature. We were able to capture this feeling with a shoot during the golden hour. The minutes just before sunset cast a warm, golden glow into the air and onto every surface, which captures the EMU brand essence quite well.
EMU requested the Manhattan skyline as the setting, which is only partially visible due to the elevated location of the rooftop scene. The sky dominates the background with its spectacular play of colors, which—despite the elaborate architectural visualization—keeps the focus on the furniture and the brand. Café chairs with and without armrests, Darwin tables, and bar stools were arranged based on sketches to create a natural scene. EMU’s Darwin tables are characterized by their timeless design. We had already optimized the provided renderings in advance to meet the high standards of this 3D product presentation. We provide the color foundation via the Albedo/Base Color Map, while Roughness and Normal are used solely to shape the light response.
The chairs form the centerpiece of the digital brand scene—designer pieces that Danthree Studio was able to highlight through a sophisticated understanding of form and careful lighting, thereby creating a visual narrative.
From Model to Brand Experience: Our CGI Workflow for EMU
How does CGI convey outdoor design and brand image? First, the CGI artists at Danthree Studio worked on the models provided to them.
The geometry was improved, and the topology was revised to enhance the quality of the design communication. This allowed us to achieve organic, smooth edges that also enable a level of detail that was previously unattainable.
We designed the lines, the depth of the space, and the skyline—as a dynamic background element—entirely to convey EMU’s brand values. Despite the soft, warm evening light, which makes the contours of the dark furniture appear softer, the contours remain clearly visible. The color and lighting concept was custom-designed to match EMU’s brand image.
When CGI sets the mood without taking center stage
The digital brand scene blends seamlessly with EMU’s visual language. The clean lines of the 3D product visualization convey simple, functional elegance. Here, function takes precedence over design. In accordance with EMU’s guidelines, we included only a very small number of people in the scene. Designed to be subtle and understated, they serve as an atmospheric complement.
This collaboration clearly demonstrates CGI's strengths. There is no other tool quite like it for brands that place a high value on design. Such meticulous customization of scenes and shapes—right down to lighting and color schemes—is only possible with CGI.
CGI as a Gateway to New Brand Spaces
In the end, the digital brand concept combining architectural visualization and furniture was just a pilot project. What opportunities does CGI offer for outdoor design? What’s possible, and where are the limits? We view CGI first and foremost as a strategic tool for stylish brand communication. Pilot projects like the one with the EMU brand open doors. They reveal new visual possibilities to brands and teach us what collaboration can look like.
Danthree Studio is the ideal partner when you need premium-quality digital interior and product visualizations. Our image comparison tool gives you a further sense of just how visually striking CGI can be.
