500+ studio product renders across two years - from factory photo to catalogue-ready CGI.
Icon Interiors is a US-based online retailer specialising in design classics - Bertoia, Wegner, PH, Poltrona Frau, Cassina, Knoll. We’ve been their in-house CGI partner for two years, producing every studio product shot and lifestyle scene on the site from nothing more than factory reference photos, dimension sheets, and interior direction from the client’s creative team.
Icon Interiors · lifestyle set, showing product in context
Icon Interiors · US e-commerce
2 years · ongoing
500+ product & lifestyle CGIs
Factory refs · dimensions · direction
The brief.
Icon Interiors sells design classics - the Bertoia bar chair, the Wegner CH20 Elbow, the PH5 pendant, Cassina Soriana, Poltrona Frau Husk - direct to US buyers through their online store. Every product page needs a studio-quality hero shot on a clean background, plus alternate angles, material variants and lifestyle scenes that show the piece in context.
The catch: they don’t hold physical inventory to photograph. Product ships from the manufacturers in Italy, Denmark and the wider EU. So Icon Interiors gives us what the factory gives them - a set of reference photos (often taken on a workshop floor with poor lighting), a dimension sheet, and a written brief on the finish or fabric variant they want rendered. From that, we produce the catalogue-ready imagery.
The requirement isn’t just fidelity - it’s consistency. Every sofa, every chair, every lamp across 500-plus products has to sit within the same visual language: the same lighting, the same shadow depth, the same warmth of white. Otherwise the site starts to look like it was assembled from stock imagery, and the whole premium proposition falls apart.
- Reference photos from the factory floor
- Dimension sheets (H × W × D, in mm)
- Material / colour variant spec
- Interior styling direction for lifestyle sets
- Studio hero shot on infinity-white cyclorama
- Alternate angles & material variants
- Lifestyle scenes with the product in context
- Web-ready + high-res print files
The process - a repeatable, per-product pipeline.
Two years in, this isn’t a project any more - it’s a factory. We built a shared library of Icon Interiors’ lighting rig, cyclorama sweep, camera presets and colour-correction stack, so every render sits inside the same visual system regardless of who’s modelling that week.
For a new product, the workflow is boringly consistent. We reference the factory photos and dimension sheet to model the piece to real-world scale. We apply the material spec - leather grain, fabric weave, wood finish - using our internal Icon Interiors material library. We render the hero shot on the studio cyclorama. We produce the alternate angles. Then, if the product warrants a lifestyle scene, we drop it into one of our pre-built room sets and re-light for context.
The consistency is the whole game. A single sofa can go through in a couple of days. A full-collection drop - ten pieces, five material variants each, plus a hero lifestyle scene - takes a week or two. Icon Interiors give us the queue; we work through it.
- 1 · Model to real-world dimensions
- 2 · Apply materials from Icon library
- 3 · Studio hero on white cyclorama
- 4 · Alternate angles & variants
- 5 · Lifestyle scene (where warranted)
- Shared lighting rig across every render
- Locked camera height & focal length
- Colour-corrected to catalogue standard
- Every material lives in a shared library
Deliverables - studio product library.
A cross-section of the studio product renders produced for Icon Interiors - seating, sofas, tables, lighting, storage - each shot on the same white cyclorama with the same lighting rig so they read as a single catalogue. All produced from factory reference photos and dimension sheets alone.
Husk 3-seater · orange cashmere
Bertoia bar · black
Soriana · brown leather
Tufty combo · light grey
Knoll 3-seater · green fabric
Up chair & ottoman · red
Arne · chestnut vegan leather
Lana · natural fleece
CH20 Elbow · ash & black PU
Beetle · velvet green
Executive armless · olive
Rio · natural stone
Icon Interiors sideboard · ash
PH5 · pink, green & brass
Atollo 236 · black glass
Iris S2 · gold
IC Lights F1 · gold
Executive armless · steel & black
A representative selection from an ongoing library of 500+ product renders. Every image on this page went from factory reference photo to catalogue-ready CGI without ever seeing the physical piece.
Deliverables - lifestyle scenes.
Product hero shots do the work of the search results page. Lifestyle scenes do the work of the product detail page - they show the piece in a room, at scale, next to familiar objects, in the kind of interior the buyer already aspires to. We produce these using pre-built room sets we’ve modelled specifically for Icon Interiors’ house aesthetic.
Living room composition
Lifestyle scene · product-in-context
Alternate lifestyle set
Lifestyle scene · product-in-context
The outcome.
Two years in, Icon Interiors’ entire online catalogue - product hero shots, alternate angles, material variants and lifestyle scenes - is rendered CGI. The consistency of the imagery across 500-plus SKUs is invisible to end buyers, which is exactly the point. The engagement is ongoing and continues to grow as the retailer expands its collections.
500
+ CGIs
Studio & lifestyle library
2
years
Continuous partnership
1
visual system
Consistent across catalogue
0
physical inventory
Rendered from factory refs
Selling product online without physical inventory?
If you’re a retailer, brand or catalogue publisher who needs a consistent studio and lifestyle CGI library at scale - this is our home turf. Send us the reference pack.