VSLB collaborated with young technology brand LG Signature to showcase their luxury appliances through photorealistic 3D product renderings. LG Signatures’ marketing campaign was to display their products in different locations around the world for their social media audiences. Each location would highlight selected products that are popular in each location.
The idea of this collaboration with this emerging luxury technology brand was to provide stunning visuals that embody the new power of their products. For such reason, the photorealistic 3D renderings needed to highlight particular product USPs.
There were three main challenges to consider with this collaboration:
1. Spark a desire for luxury products and connect to their potential consumers through highly engaging storytelling content.
2. A concept to bring all locations together as a series.
3. Concepts to represent each location, stemming from historical architectural periods and also reflecting the products in each Virtual Space.
Over the five locations, we produced 10 luxury elegant Interior Spaces comprising of 17 images, 5 moving images, and 5 animations.
The Voyage Series invites consumers to travel the world to the most mesmerizing destinations and inspires hope to travel again. LG Signature’s products are the gateway to these destinations and are with you every step of the journey.
Each 3D Virtual Space is crafted to reflect the culture and architecture of each destination and also to align with the LG Signature brand.
LG SIGNATURE JET
To begin the Voyage, the audience must take a jet to the first destination. The private LG Signature jet was built for the most luxury in-flight experience. The neutral color scheme of the interior creates luxury and timelessness through the sleek and modern decor. The products are always in contact with white marble to represent the connection between two items that exemplify luxury.
DESTINATION 1: ROME
The Rome Virtual Space was inspired by two eras of Roman architecture and design: Ancient Roman and Rational Architecture. The ancient Roman high walls, arches, and travertine limestone complement the minimal interior decor that characterizes the rational movement.
This Virtual Space has a warm-tone ambiance with granite walls and roman bricked flooring. The products in 3D renderings form are positioned as sculptures to indicate the luxury behind the products.
DESTINATION 2: NEW YORK
The New York Virtual Space was inspired by Louis Kahn’s well-known concept of ‘served’ v. ‘servant’ spaces. This concept defines how spaces are used and how that influences the architecture.
‘Servant’ spaces support the main areas of the building. They are not for a prolonged stay, with only being briefly visited. These include kitchens and washrooms. ‘Served’ spaces are the primary areas. They are meant for habitation and are meant for longer stays for occupants. These include living rooms, dining areas, and bedrooms.
Each room space integrates Kahn’s architectural and interior design philosophies using contrasting materials, to define the different spaces that are ‘served’ or ‘servant’. Furthermore, the lighting for each category of space is different. ‘Servant’ areas have a cold darker tone while ‘served’ areas are warm and soft, further evoking a movement between each area.
DESTINATION 3: MOSCOW
The Moscow Virtual Space was inspired by the architectonic shapes and geometry of the Underground Metro Stations of Moscow. We see these stations as places built for collectivity and represent the boldest and colorful blend of cultures in this magnificent city. Vibrant textures and materials further reflect this colorful blend of cultures.
A domed ceiling resembles Moscow as the “City of the Thousand Domes,” creating a warm ambiance to the spaces.
DESTINATION 4: LG SIGNATURE YACHT
To end the Voyage, the audience is invited to the private LG Signature yacht, built for the most luxurious ocean experience. The bright interior creates a sense of luxury and timelessness.
White marble lines the flooring and walls to resemble one of the most precious elements of the ocean, white pearls. LG Signature products are set in front of white marble to exemplify the preciousness and luxury of the products.
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