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Technology Overview

This comparative overview on the existing technologies aims at demystifying the tech jargon, from VR to 3D.
Let's put them under the magnifying glass to explore the main characteristics and the differences between the various technologies, techniques and outputs.

Three Degrees VS Six Degrees of Freedom

Three degrees of freedom (3DOF)

Definition:  With a VR system that allows for 3DOF, the users’ position is fixed and they cannot interact or move around in the environment. Users cannot interact with the environment and objects (zoom, rotate) or customize them.

Pros: It can be experienced from web/mobile or through cheap VR headsets.

Cons: It doesn’t bring any added value to the sales process on web and mobile, and it causes motion sickness.

Six degrees of freedom (6DOF)

Definition: With a VR system that allows for 6DOF, the users can move around freely within a limited space. This enables the users to fully interact with the environment and objects, rotate, zoom, change position, customize, have animations and see information on products.

Pros: It enables advanced interactivity, with potentially endless possibilities of movement and no motion sickness.

Cons: Longer production time and higher costs, optimal experience on high-end VR headsets.

Photogrammetry VS Optimized 3D Commerce objects

Photogrammetry

Definition: Technology that allows you to automatically recreate a 3D object from its pictures achieving realistic shape and photographic resemblance.

Pros: Quick turnaround with no need of intervention by tech 3D artists.

Cons: No possibility to configure the object in its parts and no possibility to visually render the physical specs of the different materials. The content is not compliant with every online platform.

Optimized 3D Commerce objects

Definition: A certified common 3D standard by The Khronos Group aimed at recreating an object from CADs, photos or scanning in a standard file format (GLTF 2.0), enabling consistent quality, photorealistic textures, and simulation of physical-based materials that are compliant with principles of light reflection, refraction etc.

Pros: The compressed and optimized 3D objects are suitable for uploading in different contexts (web, AR, immersive VR) without affecting quality and performance of the experience. The content compliant for 3D commerce standard is certified for usage on every online immersive platform.

Cons: Finalization by tech 3D artists is required, following tight guidelines and international standards. This can be partially or totally conducted during the production/design process of the real object.

360 environment VS Real-time rendering (RTR) environment

360 environment

Definition: Environment realized through 360° photos or videos connected through interactive hotspots and viewed on web/mobile or through 3DoF VR headsets. The environment must physically exist.  

Pros: Quickly realizable and photorealistic.

Cons: Limited interaction with objects, partial freedom of movement and frequent motion sickness. The experiential and emotional aspect of the experience is limited.

Real-time rendering (RTR) environment

Definition: Full 3D environment simulated through RTR Engines are interactive and can be experienced through web, mobile and 6DoF VR. The environment doesn’t need to physically exist.  

Pros: Possibility to simulate environments in interactive and multimedia contexts, where it is possible to experience and interact with 3D objects, audio and video without motion sickness, and live any imaginable, emotional experiences.

Cons: 3D design of the environment and products is required. A semi-manual environment finalization is required. This can be partially or totally conducted during the production/design process of the real environment.

360 product VS Real-time rendering (RTR) product

360 product

Definition: Product realized through 360° photos or videos, viewed on web/mobile or experienced through 3DoF VR headsets. The product must physically exist.  

Pros: Quickly realizable and photorealistic.

Cons: Limited interaction with objects, impossibility to configure them in their parts and time and cost-consuming photographic shoots in case collections envisage multiple variants. Frequent insurgence of motion sickness due to 3DoF fruition. The experiential and emotional aspect is limited.

Real-time rendering (RTR) product

Definition: Full 3D product simulated through RTR Engines, interactive, customizable, experienced on web, mobile, 6DoF VR headsets or AR. The product doesn’t need to physically exist.  

Pros: Possibility to simulate products within interactive and multimedia contexts, where it is possible to experience additional audio and video, creating emotional experiences without motion sickness.

Cons: 3D design of the product is required. A semi-manual object finalization procedure is required. This can be partially or totally conducted during the production/design process of the real object.