Kvadrat textiles meet international design – digital haptics in virtual space
For decades, Kvadrat has been setting aesthetic and technological standards in textiles. For this CGI project, the Danish company commissioned Danthree Studio to bridge the gap between tactile materiality and digital precision. The task was complex, as high-quality Kvadrat fabrics had to be visualized photorealistically on a curated selection of international design furniture. To achieve this, we developed a consistent 3D visualization that is in no way inferior to the fine weaves and color brilliance of the originals. Based on digital scans of the textiles, we created digital twins of the materials, which were created purely virtually in the 3D Render Studio for brand communication.
Photorealistic 3D models: From Arper to Fritz Hansen
To demonstrate the versatility of the Kvadrat collections, we digitally recreated a wide range of designer furniture. Our team specialized in 3D modeling of a wide variety of design languages. We staged contemporary designs such as the HAY Quilton Sofa by Doshi Levien, Muuto Doze Lounge Chair, and Arper Aston Club Lounge by Jean-Marie Massaud, as well as new work concepts such as Pedrali Buddyhub BDH002 by busetti garuti redaelli, Blå Station Max by Johan Ansander, Design by Them sundae modular lounge by Jason Ju, and many more. Classics and organic shapes from brands such as Artifort, Cassina, and Fritz Hansen were also precisely implemented. Every detail of the geometry had to be right in order for the fabrics to look credible on the upholstery.
Digital materiality and texture fidelity
The biggest challenge in digitizing textiles is the feel. A digital fabric must not appear flat. Using advanced shader techniques (physically based rendering) and precise mapping, we succeeded in transferring the three-dimensional structure of Kvadrat yarns to the furniture. Whether on Humanscale's Freedom Task Chair or the soft curves of a Ligne Roset model, light refraction, fine hairs, and natural drapery were meticulously simulated.
Minimalist brand spaces as a stage
A textile only works in context. That's why we developed minimalist brand spaces that focus on the essentials. This virtual brand space serves as a stage for the interplay of form and material. Through targeted lighting, we highlight the structures of the woven fabrics without the architecture stealing the show from the furniture by Fredericia Furniture, Haworth, or Wekino. The environment supports the value of the Kvadrat brand and creates an atmosphere of modern elegance.
Moving images and changing perspectives
Static images show quality, movement creates trust. In addition to high-resolution renderings, we produced animated content. In smooth forward and backward movements as GIFs, viewers can experience how light and shadow behave on the material surfaces. This approach provides Kvadrat with flexible assets for all digital channels and elevates the product to a new level of digital experience.
Visual brand communication without logistics
This project demonstrates the efficiency of CGI in visual brand communication. Instead of upholstering dozens of physical prototypes from Flokk, Vitra, and others and shipping them across Europe, all variants were created digitally. This not only saves enormous logistics costs and time, but also enables rapid scaling for future collections. Kvadrat thus gains a pool of marketing materials that can be used flexibly and sustainably.
