Photorealistic Furniture Rendering
PIX… A NEW IMAGING INNOVATION
With increasing pressure being brought to bear on furniture companies to reduce expenditure and still increase exposure to their costumers, they are being forced to take a more open look across all departments to see how these savings can be realised. This same pressure has been passed down to their suppliers and challenges them with the task of supplying ‘more for less'. At least one photography company (Set Visions) has taken up this challenge and run with it by taking new technologies, merging, manipulating and customising them resulting in a true photorealistic computerised image or PIX.
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Many companies publicise photorealistic CGI or 3D rendering but on inspection the results are less than impressive, not only on image quality but in their lack of product knowledge and service, but Set Visions can boast to be one of the country's leading room set photographers and therefore have a wealth of experience in furniture imagery and being photographers by trade who else is better placed to make a computer image reflect a true photograph.
"Just because you can use a camera doesn't make you a photographer, and by the same principle, because you can use CGI software it still doesn't make you a photographer either, and that's why a professional photographers eye and knowledge is key"
These Images are not only in most cases cheaper to produce by the studio, but also offer an abundance of other savings across the board, illuminating all expensive photographic samples like worktops, appliances, flooring, tiles as well as the furniture itself and of course transportation to mention just a few. The cost benefits don't stop there, PIX is based on 3D computer models so the images can be manipulated at later dates allowing you to revisit the PIX photographs to change products, wall colours and camera angles at a fraction of the original costs so your savings builds year on year.
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On the face of things it seem strange that a photographic studio like Set Visions should embrace CGI in such a way, when in the form of PIX it's in direct competition with photography but the studio say they attack a PIX project no different to a photographic project, it goes through the same studio departments.
"No client would dream of attempting to photograph a room set without the input from an experienced stylist so why would you attempt it in CGI?"
"Our set designers and stylists produce mood boards ensuring an optimum camera angle for composition and propping balance, our Photographers instruct the operator on lens optics and lighting, this is one of the areas that PIX makes the biggest quality differences, as this is where we have made some of the largest software changes".
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Add this to their experience and then input of their Art Directors, and it now seems to be a natural step forward, securing a bright long future for them, with immediate budgetary answers for their customers.
To view more PIX images or find out more visit www.setvisionspix.co.uk