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. CGI and AI gave the client the production 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 prepare an entire furniture collection imagery for launch.
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
Creating beautiful context for every piece.
fabric finishes
Twenty-five fabrics, captured in digital form.
3D modelling
Accurate furniture models at the heart of every image.
fabric details
Making 3D digital fabric look and feel real.
03
outcome
An image collection ready to be presented as a complete brand story.
The finished imagery gave the client far more than a record of the individual furniture pieces. They had a coordinated visual collection that could move from clean product presentation to richly styled lifestyle imagery, while maintaining the same level of quality throughout.
That breadth was particularly valuable across the launch. The furniture show could present the collection with impact, the website could give customers a clear view of individual products and fabric choices, and social campaigns had a varied bank of lifestyle imagery to draw from.
Most importantly, the collection was no longer dependent on what had physically been photographed. New marketing requirements could be approached from an established library of accurate furniture models, developed fabrics and finished environments rather than starting again with another shoot.
ONE VISUAL LANGUAGE
A collection that looks like a collection
Product and lifestyle imagery could sit together across the launch with a consistent level of presentation, rather than feeling like separate pieces of marketing material.
MORE CHOICE TO MARKET
Fabric choice became part of the sales story
The client could present the available upholstery choices visually rather than relying solely on swatches, descriptions or a limited number of photographed examples.
READY FOR WHAT COMES NEXT
The launch created reusable product assets
The approved furniture models and 3D materials remain available for future imagery, giving subsequent marketing a starting point rather than another production from scratch.
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.