Creatively stunning product CGI creates aspirational lifestyle room sets, inspiring customers to engage and purchase.

CGI stands for Computer Generated Imaging. CGI is different from traditional animation – although the two are often confused. Traditionally, animation referred to hand-drawn, stylised art forms that were put together to create animated images. Today all of the animation process can be produced with computers, meaning that the difference between a computer-generated image and digital animation might visually be very little.

CGI typically refers to images inserted into otherwise live-action movies. Much of the movie might be live action, with live actors and real sets, but interspersed throughout with computer-generated images, blurring the lines between what was live and what is digital.


CGI’s impact on architecture has been dramatic. Kitchen manufacturers historically used to use photography to market new kitchen ranges and designs which was hugely expensive due to hiring designers, stylists and professional photographers to create the right best kitchen images – let alone build the kitchen set. The process would take months of planning. 


Photorealistic CGI creates expansive room sets in any desired style, produced with endless flexibility to show different cabinet colours, handles and worktops options for example. With the ability to arrange cameras anywhere within 3D rendered sets, there’s no restrictions to the standard photographic set up, allowing creation of vibrant product arrangements, detailed close-ups with endless flexibility.