Photorealistic 3D visualizations and brand spaces for mattress manufacturers – How Danthree Studio brings the Serta Simmons sleep system to life
Serta Simmons Bedding: one of the world's leading manufacturers of ergonomic sleep systems
The North American manufacturer of ergonomic mattresses and box spring beds has redefined sleeping comfort: The innovative sleep systems from Serta Simmons, including the renowned Serta brand, set new standards for restful sleep. As part of the market launch of the new iComfort collection from Serta, we developed photorealistic CGI visuals for the US market.
The multi-layer mattresses, which are made in different heights and from flexible materials, offer a choice of five different degrees of hardness and can be easily adapted to height-adjustable slatted frames.
These high-tech mattresses with a complex structure create the perfect support system for every sleeping position and body type. High-quality materials and a high sensitivity for the special properties of each individual material – that is the trademark of Serta Simmons.
But how do you convey the specific feel and benefits of memory foam and other special materials to customers?
Danthree: Studio for photorealistic 3D product images that sell
Our 3D experts for photorealistic CGI product images are very familiar with special materials: If we can see and feel the material, we are able to depict it on the computer through realistic visualizations and with the help of special 3D software.
In close collaboration with Serta – one of the leading mattress manufacturers in the USA – we developed a CGI series for their iComfort Collection that emphasizes both aesthetics and sustainability.
For Serta Simmons, we not only created 3D models and 3D visualizations of the mattress systems and the inner structures of the sleeping pads, but also designed brand spaces in 3D that reflect the corporate image. The basis for this is precise UV mapping, which places fabric patterns and ergo zones on the 3D model without distortion.
Our aim was to present the sleep products in CGI renderings as realistically and tangibly as possible - exactly how customers would experience the materials in a specialist store. To achieve this, we took a close look at the products and examined and tested material samples to find out how each mattress reacts in different situations. We transferred the fine reliefs of the foam zones using a normal map so that pressure points and folds also appear three-dimensional in the rendering. The decisive factor here was the creation of a roughness map, which accurately depicts the micro-roughness and degree of gloss - so memory foam and cover fabrics look just as authentic in the rendering as they do in the showroom.
This resulted in 3D product images that go far beyond conventional photography: In every 3D visualization, our CGI artists convey Serta Simmons' brand image and the unique properties of each individual mattress. These photorealistic CGI images help to strengthen trust in the products and make the high quality of the mattresses visible.
3D visualization for box spring beds and mattresses: Modeling bodies photorealistically, digitizing textures
How can you show how firm or flexible, how fine or coarse a foamed plastic is? The mattresses from Serta Simmons in Doraville near Atlanta (USA) consist of up to seven layers and five ergonomic zones, each with different properties.
Our CGI experts were allowed to design both the entire structure of the mattress and detailed views of the inner workings as a 3D visualization. It was particularly important to show how the mattress reacts to and adapts to the body of a lying or sitting person, layer by layer. This gives customers a clear picture of how these ergonomic sleep systems conform to the body. Each material has a unique texture that we have digitized as a CGI surface in order to use it equally in 3D visualizations, product images and brand spaces.
Designing brand spaces via CGI - 3D renderings for bedrooms
Serta Simmons sells its innovative sleep systems – from mattresses to bed frames to bedding – in over 150 countries worldwide. Serta's brand image is characterized by comfort, ergonomics and the pursuit of healthy, restful sleep. For over 90 years, the manufacturer has been setting standards in the development of ergonomic sleep systems.
The bedrooms that Serta Simmons inspires exude quality and physical relaxation. The design of these brand spaces as photorealistic product images in 3D was a challenging and exciting task for our CGI artists! From frontal views to perspectives from different angles to detailed shots – rooms with and without people – we have implemented everything to perfectly capture the brand image.
Hybrid photography for a realistic product presentation
To achieve a high-quality product presentation of the mattress, a hybrid photography approach was used, combining real photography and CGI (Computer Generated Imagery).
Through a photo shoot, a person was photographed and then seamlessly integrated into the CGI rendering of the mattress. This technique makes it possible to realistically show how the person is lying on the mattress and how the material behaves under their body. This shows how the mattress ergonomically supports and reacts to pressure – a perfect combination of authentic photography and photorealistic 3D visualization.
