From its origins in furniture design, Paul Galley’s creative studio has embraced CGI services, and is now one of the leading UK businesses in the field. Here, Paul explains how his design experience informs the quality and realism of his team’s digital renders, and reveals some of the paths its 3D assets open to marketeers …
Paul set up his furniture design business in 1990, focusing on cabinet products. Over time, his reputation and client network grew – and then, upon recognising the unstoppable momentum of online selling, Paul decided to take the studio down a more digital direction.
“Working as a designer provided the ideal background for developing CGI,” explains Paul. “It gave me an insight into the design and manufacturing process, and how to relate to the needs of clients in the furniture industry.”
The studio’s extensive experience was tested when the pandemic struck – but, thanks to careful planning, Paul’s virtual CGI services were already up and running. As the market adapted to new ways of doing business, Symmetry CGI truly took off.
“Playing to our strengths and experiences derived from working with cabinet and kitchen design, we ensure that our clients benefit from the team’s eye for detail,” says Paul. “When reproducing realistic woodgrains, colour and texture with CGI, our in-house expertise in cabinetmaking techniques and knowledge of timbers and finishes has proved invaluable.
“This focus on detail has become the hallmark of Symmetry’s work, and is now being applied to our expanding range of projects in other sectors. In addition to furniture, my team is currently working on a variety of consumer products and property development. The rapidly evolving technology stimulates the opportunities to access other markets and develop new ones.
“When Symmetry first started creating CGI imagery, the industry’s perception was that this was just another version of a photograph – but it’s actually far more than that. A CGI model is an incredibly versatile asset, with unique qualities of its own. The 3D model which is the foundation of every CGI image is the link to a world of endless marketing possibilities.”
Unlike a studio set or location shot which is over when the photography crew packs up and goes home, a CGI set is a lifelong asset, says Paul: “Once you have the 3D assets, you can keep returning to that model to create new digital images at any time in the future.”
Another major advantage of CGI is that renders can be inspected before a piece of furniture is even made. “Clients who have commissioned furniture designs are posting the product imagery on Facebook and Instagram to test out the market and gather feedback,” explains Paul, “saving them months in development, and cutting back on trips to the factory – which is invaluable right now.”
To date, Symmetry CGI has worked with a broad range of clients, including Kettle Interiors Agencies, Carlton Furniture, Nathan Furniture and Frank Olsen. Today, Paul says Symmetry is receiving an increasing number of requests for its interactive solutions – Augmented Reality (AR), 360° presentations and video, all of which incorporate elements of animation.
The studio currently offers eight digital asset categories for its customers in the furniture industry: roomsets (a full range of furniture pieces in one room); cameo shots (focusing on a single piece of furniture); cut-outs (precision product images on a plain background for hardcopy or online use); cut-outs with dimensions (visually relating the image to its size);
360° rotating images (allows product images to be viewed in detail, from any angle); AR interactive models (a smartphone or tablet can be used to view products in the home or showroom environment); video (adds movement and greater audience engagement to a website); and montage images (product shots can be revitalised by creating new backdrops).
“CGI opens a whole new world for the consumer,” says Paul. “Alongside great imagery, they can see all of the colour options, rotating images, video and AR – all of which builds a complete picture of the product and gives them the confidence to buy. Also, the better a consumer understands a product, its colour and size, the less chance it’ll be returned.”
A selection of images and an introduction to our services can be found on Symmetry CGI’s website, while Paul invites anyone who would like to find out more to call him on 01229 400211.
“I love the process of creating CGI imagery,” he concludes. “Creating digital imagery is a highly technical and creative skill, and I’m proud of the amazing images the team’s creating.
“However, what’s getting me really excited at the moment is AR – I believe it will transform the internet, and that we will soon expect to see an AR for virtually everything we buy. My take on it is that a picture tells a thousand words – but AR tells the whole story.”
Pictured: Symmetry CGI created this lifestyle image for JC Derbyshire Builders (CGI by Symmetry CGI)
