The material is prepared as a product asset.
Surface references, scale, repeat, reflectivity, edge construction and colour response are aligned before the material is placed into the approved kitchen system.
Case study · Kitchen surface CGI · United Kingdom
One repeatable CGI system for an expanding catalogue of worktop surfaces.
Production for Direct Online Services.
Coordinated kitchen scenes and detail views created for Direct Online Services, the e-commerce-led retailer behind Worktop Express.
Client
Direct Online Services
Business context
Worktop Express and surface product ranges
Engagement
Recurring range production since 2023
Scope
Lifestyle kitchen scenes · Main product views · Edge details
- 2023–present
- Indexed production archive
- 11
- Recurring range projects
- 5 views
- Main, edge, corner, upstand and splashback
- Scalable
- New materials added to approved scene systems
The production challenge
A surface cannot be sold well through one distant kitchen view.
Worktops are material products. Customers need to understand the overall look, but also the edge profile, corner treatment, upstand, splashback and the way a finish responds to light at a useful scale.
For a growing e-commerce range, creating those views independently for every new surface would introduce visual drift and repeated setup work. The image family has to stay coordinated while new laminates, compact surfaces and solid-surface products continue to enter the catalogue.
The production system
One approved scene becomes a controlled image family.
The workflow separates what should remain consistent from what needs to change, so each new surface can be introduced with the same useful set of commercial views.
The lifestyle view establishes the full product impression.
Lighting, cabinetry and composition provide context while keeping the worktop, island, upstand or splashback as the visual priority.
Detail views complete the e-commerce set.
Main, edge, corner, upstand and splashback images use coordinated cameras and lighting so customers can compare finishes without relearning the presentation.
What this proves
New surface ranges can enter an established visual system instead of starting from zero.
A repeatable CGI setup keeps the catalogue coherent, gives each material the detail views it needs and makes range expansion more efficient across e-commerce and campaign use.
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