Anthropologie enlisted bicoastal production and postproduction studio CVLT to add CGI and AR to its new, technologically-enhanced shopping experience.
Working with Anthropologie, CVLT transformed the brand’s library of visual assets from its custom furniture product pages into a rich CGI-enhanced canvas that allows for real-time exploration and customization of designs.
“The creative needed to be as true to the product as possible,” says CVLT partner Alberto Ruiz. “The integrity of the textures, product dimensions and studio lighting were all incredibly important aspects of ensuring the Anthropologie customer had the best experience possible.”
During the production process, CVLT revamped an immense collection of 96,000 assets, resulting in the 360 3D images on the Anthropologie custom furniture site. With CVLT’s CGI renderings and enhancements, customers visiting Anthropologie’s site can now not only access a multitude of upholstery options organized by style, fabric, color, and additional customization choices, but have the ability to study pieces from every angle to an incredible level of detail.
“Beyond the 96,000 assets created, the number of variables within each furniture family required that we be incredibly organized: 130 furniture shapes (or styles), 11 fabrics, 152 colors, multiple leg finishes and choices within wood, metal and lucite, and color-coordinated backgrounds created a very large puzzle to solve,” Ruiz continues.
Along with creative development, CGI modeling and textures, CVLT consulted on and optimized assets for Anthropologie’s AR feature as the brand integrated Apple’s ARKit technology into its iOS app. With nearly 100% scale, texture and accuracy in its imagery, Anthropologie’s AR function allows consumers to confirm customized styles’ physical and aesthetic fit in rooms, with existing furniture and décor and consider the effect of light and shadows.
According to Ruiz, the Anthropologie endeavor, from CGI execution to AR optimization, was ultimately realized through a highly collaborative process between studio and brand: “We worked closely together with everyone on the Anthropologie Home team at every step of the way from creative standard setting to texture development and model accuracy.”