When we think of CGI Imagery, most people imagine unrealistic imagery from video games, or the creation of fantasy lands in multimillion pound blockbuster films. When it comes to CGI for the furniture industry, most businesses have given it a go, two or three years ago, and been disappointed with the results. Materials with no texture, unimaginative lighting, and results that look fake. But one agency was challenging these beliefs at JFS 2020.


At this year’s January Furniture Show, Orbital’s stand was showcasing CGI that didn’t cease to amaze, when visitors were assured that none of the imagery on display was photography. Orbital is a digital creative agency specialising solely on the furniture and interiors industry. With CGI imagery their main focus, alongside branding, design and websites, they have spent the last three years honing their virtual 3D skills. Upon surveying the CGI being offered to the furniture industry, they noticed that the real failing in making these images look realistic was textures and fabrics. Orbital made it their mission to create photorealistic fabrics, that are indistinguishable from the real thing, and from the imagery they were presenting at the show, it looks like they have achieved their aim.

The stand in Hall 1 had a constant buzz. The agency stated that most visitors were telling stories of CGI attempts from the past, and were amazed at how far the technology and skills have advanced.


Orbital’s md, Rob Walker, stated

“CGI is soon going to be the only way for manufacturers and suppliers to go. Consumers and buyers are becoming more unwilling to use their imaginations. Visualising a furniture piece next to a fabric swatch, without imagery to support, in every available colour, is just not enough anymore to finalise sales. Not only this, but we are seeing that more and more retailers will now only stock products that come with 3D asset files and in order to sit perfectly within their ecommerce sites. It’s only a matter of time before all companies will need CGI, and we like to think we are offering imagery that can’t be spotted as fake next to traditional photography.”

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