Fuelled by new technology, customer demand is evolving fast – so businesses at every stage of the supply chain must consider new ways to present and deliver their goods and services. Thankfully, there is no lack of imagination in this field – in this article, Furniture News catches up with industry veteran Matt O’Flynn to learn what enVision can offer those looking to stand out online …
From its studio in Derbyshire, digital brand marketing and website specialist Orbital Vision has worked with the likes of Twickenham Stadium, Eurofins Scientific and Vaillant – and its furniture and furnishings clients include Celebrity Motion Furniture, Linwood Fabrics, Collins & Hayes, Debenhams and Sleepeezee.
Its extensive experience, which spans photography, branding, ecommerce websites, apps and video, has led Orbital to develop a new way of visualising and selling product – enVision, an online platform which promises to deliver the full digital experience.
For now, enVision empowers manufacturers and retailers to present their entire portfolios within a bespoke 3D CAD environment, enabling consumers to customise their selections with different fabrics and finishes before purchasing through an integrated ecommerce solution.
“enVision is exactly what the trade needs to stand out online,” says Matt O’Flynn, director at Orbital and also chairman of the BFM.
“In an increasingly digitally-driven world, it’s vital that you offer the best imagery and digital experience,” says Matt, who has worked together with Orbital’s Rob Walker on individual projects for some 15 years, and was quick to recognise enVision as a universal application in the furniture and interiors sector.
“enVision brings a swatch library to life, allowing infinite iterations of combinations to be realised in high definition photo realistic room sets, and is designed to benefit operators at every stage of the supply chain. Take the fabric sector, for example – manufacturers can create fully rendered room settings without weaving a yarn, while retailers and interior designers can employ this imagery in a way that fits their respective brand identities, and end users can create endless looks from the comfort of their own homes.
“enVision is also about converting furniture ranges into 3D CAD objects to use in the room sets. Once converted, these shapes no longer need photographing again in their lifetime, and can be wrapped and installed into the 3D CAD roomsets.”
Matt explains that CAD simulation has numerous advantages over traditional photography. “The supplier can present their whole range without having to make a product, pay or wait for any photography,” he says. “The cost-saving potential is huge, and thanks to the powerful rendering we’re capable of, the realism offered by enVision is indistinguishable from the real thing.
“Rather than being a one-use promotional tool, like a photoshoot, it’s infinitely flexible. For example, retailers can quickly manipulate room sets to support seasonal campaigns with minimal further investment.”
For ecommerce retailers requiring engaging imagery, there’s a further advantage to this approach, says Matt – models which are tailor-made by the customer do not benefit from the same consumer protection as mass-produced lines, so the risk of returns is reduced. And it is not just fabrics and upholstery which can benefit from enVision – curtains, lighting, rugs, beds, and even cabinet furniture can be recreated by the enVision engine.
Visit Orbital’s website for a glimpse of the studio’s expertise in action. “With enVision’s expertise on your side, making an impact in the online furniture sector will be effortless and result in quick payback,” concludes Matt.
