When Scardigno Design was asked to design a retail concession in Harrods, Cinema 4D was called upon to create the visuals that balanced upmarket looks with available floor space.
Greggio is primarily an Italian wholesale business dedicated to creating upmarket silverware and jewelry, so when the company had the opportunity to move into a retail concession in the Harrods store in London, it turned to Nick Scardigno of Scardigno Design for visualizations first. Nick explained, "The design brief was quite an open one. They wanted an environment that would complement their product, not compete with it, and that conveyed a sense of luxury and authority."
Easier said than done, though, because the actual floor space in Harrods was quite small, making it a challenge to balance room for the products and space for people to actually walk around and see them. Nick described how he approached the problem: "The floor space was very limited, especially when working with Harrods' strict guidelines. We wanted to obviously get as much of the Greggio product out on display as possible, but also to make shopping the space an easy experience. All of the site dimensions were supplied by Harrods in advance, and the space was carefully planned to make sure that everyone's needs were met."
The first stage was to produce a series of sketched visuals, using Cinema 4D's Sketch and Toon, to give an overall view of the design concept. Once this was approved Nick started work on creating the photo-quality versions, starting with products to put on the shelves. The plates were done using plane objects with pictures from the Greggio catalog applied to them. Up close, this type of object tended to look a little flat, but from a distance they worked out exactly as Nick had hoped they would.
Nick modeled the picture frames himself, and then added a little personal touch, "I even sneaked in a photo of my daughter into the picture frames – I always try to get a picture of her into my renders!"
To read the full article, click here.