When Italian elegance meets New York rooftops, it creates more than just a picture – it tells a visual story. We used CGI to tell this exact story for EMU.
A clear, functional aesthetic, implemented in a mix of natural materials and metals: The outdoor and garden furniture from the Italian furniture brand EMU blend organically into their surroundings and convey the Italian way of life.
Born from the heritage of Umbria, the brand conveys elegance and style. The tables, chairs and bar stools are at home in a modern, urban environment.
Staging this brand image through light, color and room design was the task of Danthree Studio. For EMU, we developed a visual test image that should combine architectural and furniture visualization. Visually high-quality product communication is important in the field of outdoor design - CGI is the ideal tool for this!
CGI brand staging with light, form, and atmosphere
Rooftop bars and cafes convey a very special atmosphere: They show the lightness of modern enjoyment in an urban environment, but are still close to nature. We were able to achieve this feeling with a staging for the Golden Hour. The minutes just before sunset conjure a golden, warm shimmer in the air and on all surfaces, which pretty much captures EMU's brand feeling.
EMU requested the Manhattan skyline as the setting, which is only partially visible due to the high location of the rooftop scene. In the background, the sky dominates with its spectacular play of colors, bringing the furniture and brand into focus despite the elaborate architectural visualization. Café chairs with and without armrests, Darwin tables and bar stools were arranged in a sketch to create a natural scene. The Darwin tables from EMU are characterized by their timeless design. We had already optimized the renderings provided in advance in order to meet the high demands of this 3D product presentation. We provided the color basis via the Albedo / Base-Color Map, while Roughness and Normal only shape the light reaction.
The focal point of the digital brand scene is formed by the chairs, designer pieces that Danthree Studio was able to highlight and create a visual storytelling through a difficult understanding of form and careful lighting.
From Model to Brand Experience: Our CGI Workflow for EMU
How does CGI express outdoor design and brand image? First of all, the CGI artists at Danthree Studio took care of the models provided.
The geometry was improved, the topology revised in favor of high-quality design communication. In this way, we achieved an organic, smooth edge guidance, which also allows a previously unattainable level of detail.
We aligned the lines, the depth of field and the skyline as a dynamic background element completely 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 light concept was tailored to EMU's brand image.
When CGI creates atmosphere without pushing itself into the foreground
The digital brand scene blends in perfectly with the visual language of the EMU brand. The clear lines of the 3D product visualization communicate simple, functional elegance. Instead of design, the focus here is on function. In accordance with EMU's specifications, we have integrated very few people into the scene. Subtly and discreetly designed, they are an atmospheric addition.
This collaboration shows the strengths of CGI very precisely. There is no other means as a communication tool for brands with design aspirations. Such a detailed adaptation of scenes and shapes, right down to the lighting and color design, is only possible with CGI.
CGI as a door opener for new brand spaces
In the end, the digital brand scene consisting of architectural visualization and furniture was just a test project. What possibilities does CGI offer for outdoor design? What is possible, where are the limits? We primarily understand CGI as a strategic means for stylish brand communication. Test projects like the one with the EMU brand are a door opener. They show brands new visual possibilities and teach us what collaborations can look like.
Danthree Studio is the ideal partner when digital room and product presentations at a premium level are required.
