By Randi Altman
Buying furniture isn’t cheap; it’s an investment. So imagine having an AR app that allows you to see what your dream couch looks like in paisley, or colored dots! Well imagine no more. Anthropologie — which sells women’s clothing, shoes and accessories, as well as furniture, home décor, beauty and gifts — just launched its own AR app, which gives users the ability to design and customize their own pieces and then view them in real-life environments.
They called on production and post house CVLT to help design the app. The bi-coastal studio created over 96,000 assets, allowing users to combine products in very realistic and different ways. The app also accounts for environmental lighting and shadows in realtime.
We reached out to CVLT president Alberto Ruiz to find out more about how the studio worked with Anthroplogie to create this app.
How early did CVLT get involved in the project?
Our involvement began in the spring of 2017. We collaborated early in the planning phases when Anthropologie was concepting how to best execute the collection. Due to our background in photography, video production and CGI, we discussed the positives and pitfalls of each avenue, ultimately helping them select CGI as the path forward.
We’re often approached by a brand with a challenge and asked to consult on the best way to create the assets needed for the campaign. With specialists in each category, we look at all available ways of executing a particular project and provide a recommendation as to the best way to build a campaign with longevity in mind.
How did CVLT work with Anthropologie? How much input did you have?
We worked in close collaboration with Anthropologie every step of the way. We helped design style guides and partnered with their development team to test and optimize assets for every platform.
Our creatives worked closely with Anthropologie to elevate the assets to a high-quality reflective of the product integrity. We presented CGI as a way to engage customers now and in the future through AR/VR platforms. Because of this partnership, we understood the vision for future executions and built our assets with those executions in mind. They were receptive to our suggestions and engaged in product feedback. All in all, it was a true partnership between companies.
Has CVLT worked on assets or materials for an app before? How much of your work is for apps or the web?
The majority of the work that we produce is for digital platforms, whether for the web, mobile or experiential platforms. In addition to film and photography projects, we produce highly complex CGI products for luxury jewelers, fragrance and retail companies.
More and more clients are looking to either supplement or run full campaigns digitally. We believe that investing in emerging technologies, such as augmented and virtual reality, is paramount in the age of digital and mobile content. Our commitment to emerging technologies connects our clients with the resources to explore new ways of communicating with their audience.
What were the challenges of creating so many assets? What did you learn that could be applicable moving forward?
The biggest challenge was unpacking all the variables within this giant puzzle. There are 138 unique pieces of furniture in 11 different fabrics, with 152 colorways, eight leg finishes and a variety of hardware options. Stylistically, colors of a similar family were to live on complementary backgrounds, adding yet another variable to the project. It was basically a rubix cube on steroids. Luckily, we really enjoy puzzles.
We always believed in having a strong production team and pipeline. It was the only way to achieve the scale and quality of this project. This was further reinforced as we raced toward the finish line. We’re now engaged in future seasons and are focused on refining the pipe and workflow tools therein.
Any interesting stories from working on the project?
One of the most interesting things about working on the project was how much we learned about furniture. The level of planning and detail that goes into each piece is amazing. We talk a lot about the variables in colors, fabrics and styles because they are the big factors. What remains hidden are the small details that have large impacts. We were given a crash course in stitching details, seam placements, tufting styles and more. Those design details are what set an Anthropologie piece apart.
Another interesting part of the project was working with such an iconic brand with a strong heritage. The rich history of design at Anthropologie permeates every aspect of their work. The same level of detail poured into product design is also visible in the way they communicate with and understand their customer.
What tools were used throughout the project?
Every time we approach a new project we assess the tools that we have in our arsenal and the custom tools that we can develop to make the process smoother for our clients. This project was no different in that sense. We combined digital project management tools with proprietary software to create a seamless experience for our client and staff.
We built a bi-coastal team for this project between our New York and Los Angeles offices. Between that and our Philadelphia-based client, we relied heavily on collaborative digital tools to manage reviews. It’s a workflow we’re accustomed to as many of our clients have a global presence, which was further refined to meet the scale of this project.
What was the most difficult part of the project?
The timeframe was really the biggest challenge in this project. The sheer volume of assets — 96,000 that we created in under five months was definitely a monumental task, and one we’re very proud of.