3D Product Presentation for High-Quality Outdoor Rugs by Kvadrat
There are many ways to make rugs. Kvadrat, a global textile company based in Denmark, has chosen to use traditional craftsmanship techniques to produce high-quality outdoor rugs in combination with modern functional fibers.
The designs come from the Danish textile and color designer Margrethe Odgaard - the CGI product visuals and 3D product videos for textile manufacturer Kvadrat come from 3D Studio Danthree Studio.
Reproducing the complex weaving patterns of these handcrafted rugs, made from four-color polypropylene rope, in a photorealistic way without getting lost in technical details—that was a challenge our CGI and 3D artists were happy to take on.
Outdoor use places special demands on carpets, which must be weather- and, above all, water-resistant; they must not fade when exposed to UV rays; and they must feel comfortable despite being made of durable materials. The company is known for its focus on sustainability in textile design.
High-End 3D Visualization: How Danthree Studio Brought Kvadrat’s Brand Spaces to Life
Kvadratcommissioned Danish textile and color designer Margrethe Odgaard to design its outdoor rugs.
Kvadrat sees the target audience for these rugs as being in the high-end segment, including professional designers, hotels, and resorts. The realistic depiction of weave patterns and material details was therefore extremely important to us, as this target audience is well-equipped to evaluate realistic CGI renderings of textile materials.
Danthree Studios not only worked on recreating surfaces and textures, but also used 3D scans to create photorealistic renderings of designer rugs and furniture by select designers for the brand showrooms.
By showcasing Kvadrat’s rugs in various outdoor settings, our artists were able to play with light and shadow, making the virtual product presentation for textiles appear even more lifelike. However, they weren’t entirely free in their design choices: Color calibration was carried out in consultation with Kvadrat—branding is the key here.
High-Quality 3D Visuals for Carpets - 3D Marketing for Premium Brands
The manufacturer Kvadrat can use virtual product presentations—in the form of brand spaces and animations—in a wide variety of ways. Whether on a website, social media, a trade show booth, or in print—anything is possible, because the 3D visualization for outdoor rugs is fully scalable and can be adapted with minimal effort for any conceivable analog or digital application.
This gives the carpet manufacturer Kvadrat full flexibility in product communication. Since the often time-consuming and costly photo shoot is no longer necessary, we can definitely consider CGI product visuals for carpet manufacturers as a sustainable solution. The complex process is worth it, because at the end of our journey there are always high-quality visuals for e-commerce and branding.
Realistic CGI rendering of textile materials—the better choice, especially for outdoor applications
Product characteristics are often difficult to convey through images alone: surface textures, material temperature, and consistency are tactile qualities that customers can only perceive indirectly. Photorealistic renderings for designer rugs enable our CGI artists to make these characteristics visible. The use of light and shadow, along with the modeling of materials, brings these qualities to life.
To illustrate this with a practical example: Natural light, captured through a camera lens and post-processed according to all the standards of the art (product photography), will never offer the incredible possibilities for playing with lighting that are available in 3D visualization for outdoor rugs.
Why should a virtual product presentation for textiles be based “only” on real-world conditions when our artists can create perfect settings for us in the form of photorealistic renderings? 3D marketing for luxury brands goes far beyond the capabilities of conventional product presentation.
