When Italian elegance meets New York rooftops, more than just an image is created - a visual story emerges. For EMU, we used CGI to tell precisely this story.
A clear, functional aesthetic, realized in a mixture of natural materials and metals: The outdoor and garden furniture from Italian furniture brand EMU blends organically into its surroundings and conveys an Italian attitude to life. Born from the heritage of Umbria, the brand conveys elegance and style. The tables, chairs and bar stools are at home in a modern, urban environment. Danthree Studio's task was to stage this brand image using light, color and interior design. We developed a visual test image for EMU that combined architectural visualization and furniture. High-quality visual product communication is important in the field of outdoor design - CGI is the ideal tool for this!
CGI brand staging with light, form and atmosphere
Rooftop bars and cafés convey a very special atmosphere: they show the ease of modern enjoyment in an urban environment, but are still close to nature. We were able to achieve this feeling with a staging at the golden hour. The minutes just before sunset conjure up a golden, warm glow in the air and on all surfaces, which captures the EMU brand feeling quite well. EMU requested the Manhattan skyline as the setting, which is only partially visible due to the high location of the rooftop scene. In the background, the sky dominates with its spectacular play of colors, bringing furniture and brand into focus despite the elaborate architectural visualization. Café chairs with and without armrests, Darwin tables and bar stools were arranged by sketch to create a natural scene. We had already optimized the renderings provided in advance in order to meet the high demands of this 3D product staging.
The chairs, designer pieces that Danthree Studio was able to emphasize through a difficult understanding of form and careful lighting, form the focal point of the digital brand scene.
From model to brand experience: our CGI workflow for EMU
How does CGI express outdoor design and brand image? First of all, the CGI artists from Danthree Studio took care of the models provided. The geometry was improved and the topology revised in favor of high-quality design communication. In this way, we achieved an organic, smooth edge guidance that also allows a previously unattainable level of detail. The lines, the depth of the space and the skyline as a dynamic background element were completely geared towards conveying EMU's brand values. Despite the soft, warm evening light, which softens the contours of the dark furniture, the contours remain clearly visible. The color and lighting concept was tailored to EMU's brand image.
When CGI creates atmosphere without pushing itself into the foreground
The digital brand scene is perfectly integrated into the visual language of the EMU brand. The clear lines of the 3D product visualization communicate simple, functional elegance. The focus here is on function rather than design. In line with EMU's specifications, we have integrated very few people into the scene. Subtle and restrained, they are an atmospheric addition, and this collaboration shows the strengths of CGI very clearly. As a communication tool for brands with design aspirations, there is no other means. Such a detailed adaptation of scenes and shapes, right down to the lighting and color design, is only possible with CGI.
CGI as a door opener for new brand spaces
In the end, the digital brand scene consisting of architectural visualization and furniture was just a test project. What possibilities does CGI offer for outdoor design? What is possible, where are the limits? We see CGI primarily as a strategic tool for stylish brand communication. Test projects like the one with the EMU brand are a door opener. They show brands new visual possibilities and teach us what collaboration can look like. Danthree Studio is the ideal partner when digital space and product staging at a premium level is required.
