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Is it real? Or is it Live Furnish?


I might be dating myself with this headline, “Is it real or is it Memorex?” – but Live Furnish brings a realism to the rendering of pictures that Memorex claimed to give to sound in the 1980s.

As 3D photography becomes increasingly important to the home furnishing industry, for everyone from makers to retailers to designers, solutions like Live Furnish are becoming increasingly important. This technology company has designed a platform that simplifies the creation of 3D content. The company’s SaaS cloud-based rendering technology is packaged in an easy-to-use web interface, enabling customers to create 3D images in a fraction of the time and cost associated with studio photography. With applications ranging from e-commerce to the metaverse to renderings that help a design client visualize a space more clearly, 3D content has been proven to increase sales and profits.

“Live Furnish is the first self-service, on-demand 3D content creation platform of its kind for the furniture and home furnishing industry,” said Preet Sahil Singh, co-founder and head of product. “The whole idea is to make 3D simple and accessible enough that people who aren’t photographers can actually use a 3D program with a little learning curve and replace photography that looks realistic.”

While Live Furnish already helps home furnishing suppliers and retailers, Singh sees it as a tool that can also make designer work more streamlined and efficient.

Streamlined sampling

The company started with a focus on materials, ensuring that texture and lighting helped bring the products to life photographically. Not only does the platform provide renderings so realistic, tested, that people couldn’t tell the renderings apart from the real photos — it streamlines processes that can help companies get products to market faster and more efficiently.

“Every product journey starts with a sketch,” says Singh. “That goes in CAD or Photoshop or Illustrator and from there you make samples. Those samples are then sent and adjustments have to be made, and then more samples and more changes. Once you’ve completed the samples, they’ll go to a photo studio and you’ll see your final images eight to 10 weeks later. Live Furnish allows you to create digital prototypes instead of physical ones. During the design phase you have access to high resolution. On average, the sampling time is reduced by 90 percent and the product can be made correctly the first time, instead of creating multiple prototypes. This can then also be used for market research to gauge the pulse of the market.”


Retail profits

According to Singh and anecdotal evidence, those who use Live Furnish find it convenient and useful. The Memphis-based Great American Home Store increased product views and click-throughs on its website by 62 percent and increased online sales by 46 percent after adding Live Furnish-enabled 3D visuals to its site, the retailer says. And it took just two weeks to train the six-person content team to use the platform to create high-quality lifestyle images. “They weren’t graphic artists or photographers,” says Great American eCommerce Manager Justin Bowen.

Singh adds that, as with Great American Home, anyone in the home furnishings industry can learn to do 3D photography with Live Furnish. The cloud-based program contains over 6,000 3D assets that are easy to customize, and that library is constantly growing. For example, you can take any chair base and update the fabrics or finishes.

For retailers, it takes some of the hassle out of adding lifestyle photography to an ecommerce site, important for a customer who wants to envision what that chair will look like in their living room. For designers, the program goes even deeper, as it coordinates with other programs, allowing renderings to become full 3D room designs with finishes in place, replacing sketches and mood boards that may not quite resonate with some clients.

Build community

For any company with a digital strategy, 3D photography is important in the future. “The adoption of 3D is changing the way we do business,” says Singh. “3D is the gateway to graphics, video, lifestyle configurators, augmented reality and fully immersive 3D environments.”

As the company continues to improve its technology, such as moving the platform from desktop to cloud-based, it is also working to transition from a technology platform to a community-based environment. “We want to create a community of digital stylists, interior designers and more,” says Singh. The goal is for this community to all grow together and learn from each other, enhancing the use of 3D photography along with the Live Furnish technology that makes this process easier.

“We want to build a community that understands beautiful aesthetics and what looks good so we can take the experience they provide to their customers to the next level.”