The complexities of design are boundless yet achievable. We experienced this a couple of months back when we received a call from Hwan Sung with a job to create visual designs for their kitchen sets.
In his words, the client said, “ I need something no other consumer brand in this category has done before.” Now when a client says something like that, you don’t throw a let’s-do-this party. It’s a buddy let’s think and think really hard moment.
The onsite classic and modern kitchen sets
First things first. We started off by analyzing the furniture industry. From the research carried out, we discovered that there are a number of furniture manufacturers in the country. However, much as their visibility is not profound, the competition is nonetheless existent.
The lingering question then was, how were we going to create something that would beat the competition?
What followed was a series of brainstorms amongst the designers. In the end, we thought CG would be the best direction to communicate Hwan Sung’s range of kitchen furniture. The idea was unique, fresh and impressive. When presented to the client, he gave it a thumbs up and work commenced.
I need something no other consumer brand in this category has done before.
~ Hwan Sung
We undertook the process in three phases;
The design concept was greatly based on the script. Thanks to MGS Video. As the character imagined her dream kitchen, we imagined alongside her and built the kitchen from her initial sketches.
However, to present the right look, feel and ambience of the kitchens, we had to first visit the Hwan Sung premises to obtain pictures and precise measurements of kitchen sets and components.
Feeding from the imaginations and keeping in mind the original prototypes, we had to visualize and replicate both, merging them into one complete piece.
Concept development from character’s imagination
With the concept ingrained in our minds, we set off to generate 3D computer designs of the kitchens. This was done in the conventional way.
First, the kitchen sets were modeled with reference to the original sets. They were then textured and lit up to mimic the ambient feel of the real kitchen.
3D work flow
At this stage, rendered kitchen sets from the previous stage were refined to create the final look. Extra effects, subtle glows and color grading supplemented the designed prototypes to make them appear like the showroom sets.
It is also at this stage that the rendered sketch version of the kitchen and the fully textured version are interwoven, creating a harmonious flow.
The room is set. The lights on your face and mic in your hands. In the Judge’s seat is the client. It’s showtime! At this point you want to expect anything. You prepare to get busted or applauded. But we are glad the latter happened in this case.
You could say, the world around us is nothing but design. Luckily for designers, it is a pool of inspiration. Inspiration to make something memorable, functional and meaningful.
We are therefore grateful to Hwan Sung for entrusting us with a job too great that challenged our creativity.