Case study · 03 · furniture manufacturer
Building the imagery for a major furniture range on a compressed schedule.
25 furniture pieces, ten distinct lifestyle settings and every available fabric option, produced for an international furniture show, social campaigns and a new website update. Our CGI and AI production process gave the client the flexibility to create the complete image requirement within a six-week schedule.
sector
Furniture manufacture
client type
Furniture manufacturer
scope
25 furniture pieces · 10 settings
output formats
Lifestyle · catalogue · social
timeline
6 weeks
production
CGI + AI enhancement
Greyson accent chair · ivory boucle fabric · marketing concept image
01
problem
Six weeks to produce the imagery for an entire furniture collection.
The client was preparing for an international furniture show alongside a new website update and supporting social campaigns. The imagery had to cover 25 furniture pieces, each available in a range of fabrics, together with lifestyle imagery showing the collection across different styles and sectors.
The requirement went well beyond straightforward catalogue shots. Ten separate settings were needed to present the furniture in context, while the individual product imagery had to show the available fabric choices clearly and consistently.
All of this had to be developed within a six-week production window. Creating physical sample products in every fabric, organising multiple locations and producing the required catalogue and lifestyle photography would have made that breadth of imagery extremely difficult to achieve within the available time.
02
solution
A complete visual launch without a conventional production schedule.
We modelled all 25 furniture pieces in 3D from the client’s CAD drawings and reference photography, developing each product accurately before producing the imagery required for the launch.
Particular attention went into the fabrics. Each available option was developed as a 3D material so the catalogue imagery could show the different choices consistently across the relevant products. Selected fabrics were also carried into the lifestyle imagery, allowing their texture, pattern and character to be seen in a more realistic setting.
Alongside the product development, we created ten distinct lifestyle settings across a broad range of styles and sectors. The furniture could then be placed, styled and reviewed within each environment without waiting for physical samples, locations or photography. AI refinement was used at the final stage to improve the photographic quality of the settings and fabrics while retaining the approved accurate 3D structure underneath.
build
25 furniture pieces modelled
Created from supplied CAD drawings and photography, with the 3D product form and detail established and approved before final imagery was produced.
finish
Every available fabric recreated in 3D
Fabric options developed in 3D for consistent catalogue imagery, with selected finishes also shown within the lifestyle settings.
output
10 distinct environments
Different styles and sectors developed for the collection, giving the client a broad range of launch imagery from the same production process.
lifestyle settings
Launch highlights. One collection. Ten different environments.
fabric finishes
Twenty-five fabrics, captured in digital form.
3D modelling
Accurate furniture models at the heart of every image.
fabric details
Making digital fabric look convincingly real.
03
outcome
An image collection ready to be presented as a complete brand story.
The finished imagery gave the client a coordinated visual collection for the international furniture show, website update and supporting social campaigns. Individual product imagery presented the furniture and fabric choices clearly, while ten lifestyle environments gave the collection a much broader visual presence.
Everything was produced within the six-week programme, giving each channel the imagery it needed without the physical samples, locations and separate photography schedules a conventional production would have required.
ONE VISUAL LANGUAGE
A collection that looks like a collection
Product and lifestyle imagery could sit together across the launch with a consistent standard of presentation.
MORE CHOICE TO MARKET
Fabric choice became part of the sales story
The available upholstery options could be shown on the furniture itself rather than relying only on swatches, descriptions or a handful of photographed examples.
READY FOR WHAT COMES NEXT
The launch created reusable product assets
The approved furniture models, fabrics and environments remain available for future imagery, without rebuilding the collection or arranging another shoot.
Start a project
A large image requirement doesn’t mean a large production problem.
If you have a new furniture range to launch, send us the product information and tell us what the imagery needs to achieve. We’ll work out the most effective way to produce it.