3D Visualisation: Elevating Experiences in Arts and Entertainment

Posted on 11/07/2017

Is Life imitating Art or is Art imitating Life? – so goes the never-ending dilemma, which has been debated over centuries of art history; by ancient philosopher Aristotle, 19th-century author Oscar Wilde and present day CG artists who might be able to bring us one step closer to an answer.

In either case, high-end rendered computer simulations and photorealistic 3D content increasingly make up the core of today’s immersive audio-visual and artistic experiences; whether it’s animated blockbusters, contemporary performing arts, next generation virtual reality gaming or fancy advertisements selling tech-savvy brands and their products.

For the most part, CG artists and production houses employ a number of techniques to create lifelike virtual geometry – boasting complex lighting effects – thus ultimately presenting us with awe-inspiring virtually rendered 3D imagery. One of these methods is GPU computing – leveraged by our cutting-edge Iray+ technology – that is a rapidly emerging field of design and workflow visualisation; embraced in industries from fashion through jewellery to unique territories of product design and architecture.

Altogether, photorealistic 3D visualisation – and exciting new hardware enhancements – have a special appeal that help to redefine traditional genres, art forms and mediums; enhancing user experiences when it comes to diverse genres such as exhibitions, theatre and live gigs, sport, digital tourism and many more capable of grasping on the power of CGI.

With its inherent ability to help various art forms stay relevant – and arguably become even more popular – 3D images and animated content not only break down the boundaries between digital and reality but they can exemplify numerous mediums’ expressive potential, thus boosting box office sales for artistic organisations and institutions – saving them from closure and oblivion – and help artist collectives and independent creators thrive with new ways of artistic expression and creative approaches.

Individual artists can install multiple high-end GPUs onto a single computer and rival the performance of high-end CPU-based render farm machines. Iray+, with its widely integrated software solutions, allows artists to focus on creating scenes with the desired level of details, materials and lighting, without requiring a deep understanding of render settings.

While advertising is not the only field, which is progressively pervaded by interactive rendering solutions and 3D design, it certainly is an experimental genre, where the digital transformation has long begun and seems to be the most apparent and successful. It’s hardly surprising that numerous companies are now on the brink of collecting complex live consumer metrics with the help of visualisation technologies and artificial intelligence while moving away from traditional advertising platforms, such as television, in favour of innovative digital solutions.

In the same manner, 3D is capable of reinventing numerous other fields such as handcrafted art, performing arts and theatre, live shows, exhibitions and museum experiences – involving the entire ambience of hosting cities – by introducing mixed media, hardware-accelerated interactivity and a unique personal feel into the toolkits of various art forms and their enthusiasts. 3D also has the potential to enrich the arsenal of expressive techniques and the ways artists can evoke multisensory responses and immerse a wide range of audiences in awe-inspiring artistic experiences.

Our Iray+ solution provides multiple rendering modes; addressing a wide spectrum of real-time and interactive visualisation scenarios – from 2D through 3D to immersive virtual reality – enabling artists to create interactive virtual worlds with unparalleled fidelity from concept through software screens to the stage space in performing centres.

In essence, the digital revolution has already transformed many industries and it’s only a matter of time until we see our cultural and artistic heritage being substantially preserved and enhanced through 3D solutions. However, embracing digital technologies as a way of reviving various art forms and elevating user experiences are only a few ways of using such technologies. We should consider using these emergent fusions between traditional and new to digitise invaluable art collections for widespread use and advance conservation to preserve our art history for coming generations.

Nevertheless, immersive rendering solutions will keep expanding our cultural horizon and will contribute to bringing cultural and artistic experiences closer to new audiences so that they can learn how to appreciate artists and their creations and how to think ‘outside the box’.


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