While many say a picture is worth a thousand words, Anthropologie seeks to multiply its images’ value even further than that throughout its online shopping experience. The retailer has partnered with creative studio CVLT to add computer-generated imagery (CGI) and augmented reality (AR) into its custom furniture library.
As part of the experience, Anthropologie’s custom furniture product pages now include a CGI-enhanced canvas designed to enable real-time exploration and design customization, so that shoppers can see what customized products will look like before they buy.
With CVLT’s CGI renderings and enhancements, customers visiting the Anthropologie site can access upholstery options organized by style, fabric, color and additional customization choices, and can study detailed pieces from every angle.
During a five-month production process, CVLT revamped a collection of 96,000 assets, resulting in higher-quality, 360 3D images on the Anthropologie custom furniture web site.
“We went to meticulous lengths to ensure the luster of each fabric and finish came through in lifelike detail, especially in zoom views, so each item felt unique and authentic,” said Alberto Ruiz, a Partner at CVLT in a statement. “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.”
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. As of launch, customers could sift through 42 different furniture styles on the Anthropologie mobile app.
Anthropologie’s AR function is designed to enable consumers to confirm customized styles’ physical and aesthetic fit in their rooms. It allows customers to see items under consideration with existing furniture and décor, and to consider the effect of light and shadows. In addition, the refreshed Anthropologie app lets 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.