Lifestyle retailer, Anthropologie, has worked with CVLT to bring CGI and AR to its custom furniture offering in the US.
“This is a high-end retail brand evolving from traditional photography to CGI, so 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 a five-month production process, CVLT revamped a collection of 96,000 assets on the Anthropologie custom furniture website. Customers can now not only access a multitude of upholstery options organised by style, fabric, colour, and additional customisation choices, but have the ability to study pieces from every angle.
“We went to meticulous lengths to ensure the lustre of each fabric and finish came through in lifelike detail, especially in zoom views, so each item felt unique and authentic,” Ruiz adds. “Beyond the 96,000 assets created, the number of variables within each furniture family required that we be incredibly organised: 130 furniture shapes (or styles), 11 fabrics, 152 colours, multiple leg finishes and choices within wood, metal and lucite, and colour-coordinated backgrounds created a very large puzzle to solve.”
CVLT also consulted on and optimised assets for Anthropologie’s AR feature as the brand integrated Apple’s ARKit technology into its iOS app. This allows consumers to confirm customised styles’ physical and aesthetic fit in rooms, with existing furniture and décor and consider the effect of light and shadows. In addition, the app allows customers to share their views and gather second opinions from friends and family via social media and emails before placing orders within the app itself.