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1、REPORTTRENDSTHE 3D REPORTTRENDSTHE 3D THE 3D INTRODUCTIONThe design world is an increasingly physical place.Where objects were once drawn they now flow,bounce and burst.Edges that used to be flat now have crunch,squidge and sheen.As the gap between the real and the virtual grows ever smaller,3D desi
2、gn presents one of the most exciting frontiers in visual culture.Whether in gaming,product design,fashion or art,youll likely have noticed the rise of 3D design.Were in an exciting moment,where the ambitions of creatives are riding a wave of groundbreaking technology.From the outside,though,it can b
3、e hard to find a way in.If youre a creative approaching the world of 3D for the first time,youre probably full of questions.What are the limits and who is pushing them?Where are designers getting their inspiration?And as someone who is new to this,where do I start?Over the following pages,well intro
4、duce a selection of artists and ideas making waves in the world of 3D.Researching into the length and breadth of work currently being created,weve identified a handful of trends we believe are leading the conversation and offer hints as to where the industry might be heading next.To dig deeper,weve
5、also spoken to Christina Worner,the founder of London-based studio Dada Projects,who is leading the charge to correct the gender imbalance within 3D design.She shared the story behind her recent work for Vogue Singapore,which saw her use Adobe Substance to create a range of orchid-inspired 3D visual
6、s for the magazines launch.If youre looking to adopt such practices in your own creative output,weve also spent time getting to know the ins and outs of Adobe Substance an industry-leading 3D painting tool which recently joined the Adobe family.Beyond that,well look to the future.What comes next for
7、 3D?Well point out a few emerging trends to keep your eye on,as well as nudging you in the direction of the tools you need to get involved yourself.2The 3D Trends ReportINSIDE THE 3D INDUSTRY EMERGING TRENDS ADOBE SUBSTANCE CONCLUSIONCURRENT 3D TRENDS CONTENTS124353The 3D Trends ReportCHAPTERCURRENT
8、13D TRENDS3D TRENDSCURRENT3D TRENDS3D TRENDSThe 3D Trends Report4CURRENT3D TRENDSOur research of the current 3D design landscape took in a wild and eclectic array of creative practices.Put simply:if you can make it in 3D,someone probably has.We did notice,however,that designers across the medium are
9、 drawing on one theme above all othersReimagining Reality3D deals in the lifelike.It should perhaps come as no surprise then,that the trend weve identified as leading the conversation is concerned with imitating real life.As programmes like Adobe Substance make it easier to recreate the shapes,textu
10、res and movement of the physical world,designers are able to experiment with reality as a paintbrush.Reimagining Reality is the name weve given to a wide range of work that captures the world in hyper-real detail,and then reshapes it.From photorealistic humans with unfamiliar features,to tactile fab
11、rics with a life of their own,this is a visual language that plays with our expectations and loosens our grip on reality.Some of the work weve grouped under the Reimagining Reality banner is absurd and playful,finding joy and humour in the everyday.Other examples are more disconcerting,giving real l
12、ife an unsettling twist.What unites them is a sense of exploration.These trends show how 3D design provides an opportunity to take the world apart and build something new from its materials.To explore this trend from all angles,weve broken Reimagining Reality down into four sub-trends.These should o
13、ffer a more detailed view of the work being created,and hopefully inspire you to think about how you could use 3D to disrupt the nature of our lives.5The 3D Trends ReportCurrent 3D Trends1EVERYDAY OBJECTSInspiration can come from unexpected places.While art typically draws on the sublime,3D design i
14、s currently proving that the ordinary has just as much to offer.To think about:How can I look at the everyday differently?Which everyday objects have shapes that lend themselves to adaptation?Pick an ordinary object on your desk if it were a 3D model,how could you warp it?Keep an eye on:Uninspired b
15、y Current Events Thai artist Saratta Cheungsatiansup uses 3D to satirise modern culture.Laurent Allard Paris-based artist whose work takes a disturbing look at innocent-seeming objects.Commonplace objects like those scattered around you now shapes were used to seeing every day often provide the insp
16、iration for some of the most surreal and innovative work happening in 3D.Across the medium,designers are faithfully recreating the everyday,from cars to telephones,only to adapt and distort them in a variety of ways.In doing so,they ask questions about what is“ordinary”,“everyday”or“normal”,and why
17、we deem it so.Take the work of Uninspired by Current Events the moniker of Thai artist Saratta Cheungsatiansup who creates lifelike 3D models of everything from desk chairs to petrol tankers,in order to satirise current events.Or Laurent Allard,whose work reproduces childhood objects before giving t
18、hem a sinister spin.We live in an age in which the value of“stuff”is being questioned especially the plastic and disposable.3D design can help us rethink our relationship with a variety of objects and,through creatively remoulding the everyday,allow us to see the world ripe with possibility.Hang tig
19、ht,Saratta Chuengsatiansup6The 3D Trends ReportCurrent 3D Trends2From gaming to cinema,the ability to represent people has always been one of the primary uses for 3D in modern culture though its fair to say that its use has been largely limited to the mainstream.Keep an eye on:Giusy Amoroso Berlin-b
20、ased digital artist who explores the outer limits of human evolution in her expansive work.Harriet Davey Berlin-based digital artist who blends the corporeal and the ethereal in her work.UNCANNYAVATARSTo think about:What are my defining features?Compare a photo of a real person and a 3D avatar what
21、distinguishes them?How could you use 3D to show a different side to the human form?However,artists have recently begun experimenting with the uncanny a term that describes the strange,unsettling feeling we experience when faced with something that resembles a human so closely that its almost convinc
22、ing.Over the past few years weve observed a huge boom in uncanny avatars.From virtual influencers like Lil Miquela(a 3D model who has been operating as a real person for the past few years)to the figures in work by artist Harriet Davey,who uses the human form as a starting point to create something
23、altogether new.In the age of the self,designers and artists are using the 3D space to experiment with the idea of simply what it is to be human.Most striking about the new wave of 3D humanoids is the level of detail.3D design doesnt just allow creators to mimic peoples shapes or characteristics,it a
24、lso allows textures,like hair or clothing,to be accurately rendered.The surface of skin can be captured with all of its glorious imperfections,including wrinkles,freckles,dimples and hairs.In the age of the self,designers and artists are using the 3D space to experiment with the idea of simply what
25、it is to be human.Harriet Davey7The 3D Trends ReportCurrent 3D TrendsTo think about:What does the word material mean to you?Pick a surface or material near you how would you least expect it to behave?How could you use 3D to reimagine the worlds many textures?3TEXTURES&MATERIALSImage CreditImage Cred
26、itAs weve established,3D design allows artists to reimagine the fabric of reality.And nowhere is this truer than of fabric itself.Keep an eye on:Vincent Schwenk Hamburg-based artist who uses 3D to recreate fabrics,and then makes them dance.Shane Fu NYC-based artist who fuses motion and lifelike digi
27、tal textures to play with our sense of reality.Technologies,like Adobe Substance,provide the tools to render textures in more detail than has previously been possible.From hard metals to molten liquids and squidgy foam,the surface and feel of the inanimate world has never been more readily achievabl
28、e in the digital space.This,of course,has obvious implications for product design.Whether a pine coffee table or a glass bottle,3D is the perfect medium for mocking up potential designs or experimenting with different materials in prototype form.Yet,just as with our Everyday Objects trend,what start
29、s as a straightforward,practical use can also offer scope for the surreal.The work of Vincent Schwenk perhaps best showcases the reality-bending qualities of playing with materials in 3D.His digital textures look real amazingly so,from rippling curtains to spongy cushions but they also behave in tot
30、ally unexpected ways,dancing,bulging and merging on the screen.His work,like that of many others who are experimenting with the material world,inspires us to think more creatively about the most basic matter in our lives.3D design allows creators to follow the laws of the material world,before throw
31、ing them out the window.Vincent Schwenk8The 3D Trends ReportCurrent 3D Trends4When looking at the ways creatives are using 3D to Reimagine Reality,its not just the human world thats being remodelled.From gardens and rainforests to the colour-bursts of flowers and geological intricacies of rock forma
32、tions,3D design is inspiring a surge in work that responds to the natural world.Keep an eye on:Chris Golden London-based artist who combines the biological patterns of flowers and the electric colour schemes of rave culture.Wang&Sderstrm Danish duo who have created a wealth of projects inspired by t
33、he formations and shapes of organic growth.LOOK TONATURETake London-based artist Chris Golden,who works with 3D to render delicate blooming flowers,only to flood them with psychedelic colour schemes and coat them with an iridescent sheen.The resulting digital art is almost hallucinogenic;the organic
34、 matter of planet Earth vividly rewired.Elsewhere,Copenhagen-based duo Wang&Sderstrm take cues from the unruly growth of fungi,roots,crystals and moss in their work.They blur the natural and the unnatural to great effect,applying it widely,from product design to animation.On the surface,its easy to
35、see why the organic world is a natural inspiration for 3D.Nature encourages recreation and adaptation,so it makes sense that designers are finding joy in reimagining it.Look more closely,though,and you may find more to consider.As we play with the natural world in the digital space,what can we learn
36、 from it?How can we adapt in return?To think about:What unusual shapes or textures can be found in nature?What shapes or structures can be found in both the natural and manmade worlds?What does adaptation mean or look like?Chris Golden9The 3D Trends ReportCurrent 3D TrendsCHAPTERINSIDEINDUSTRY2THE 3
37、DTHE 3DThe 3D Trends Report10Christina Worner is a digital artist,creative director,and the founder of female-led 3D motion design studio,Dada Projects.Across her work for a wide range of clients,she pushes the boundaries of computer-generated visual communication,as well as driving to make the worl
38、d of 3D design more inclusive.This year,she was commissioned by Vogue to create a range of 3D assets to accompany the magazines launch in Singapore.We spoke to her from her base in London,to discuss the Vogue brief,and the 3D future she believes is starting to take shape.DADA PROJECTSFOR VOGUE SINGA
39、PORE Vogue Singapore on Instagram11The 3D Trends ReportInside the 3D IndustryDADA PROJECTSFOR VOGUE SINGAPOREWhen and why did you set up Dada Projects?It was about a year ago.Id freelanced for a lot of different studios,working with smaller teams,and bigger corps to change that a little bit.I decide
40、d to set up a female-led studio to get as many female identifying creatives in there as possible,and hopefully to create a welcoming environment without hierarchy in the process.Would you say the appetite for 3D is growing?I think there was already a rise before the pandemic.Then,suddenly,many compa
41、nies that would have done live shoots had to think of new ways to get their products out there,and a lot of them turned to 3D.The pandemic was,in many ways,good for 3D.Since then,it has grown both our understanding of it and the possibilities it offers.Can you offer some insight into your creative p
42、rocess for Vogue Singapore?Vogue reached out to say it was launching the magazine in Singapore for the first time.The brief was all about spreading positivity.The orchid is their national flower,and they wanted to highlight it in all its beauty.So,they asked me to create section openers for the maga
43、zine,and a face filter,around that theme.We started to think about how we could showcase the orchid.We decided we wanted it to feel photorealistic,but also surreal.At first glance you think maybe its a real flower,but you look twice and see it actually has all these colours or shiny metallic section
44、s that dont exist in nature.We also wanted to use the element of water to link it to the location of Singapore,which is right by the sea.We found a model of the orchid and then used Adobe Substance painter to add the textures.We use Adobe Substance a lot in our work,especially when we want something
45、 to be photorealistic.You can recreate textures at such a high level of detail.Does nature inspire your practice more generally?I like to go for walks in nature and not think about anything.I often find this is when my best ideas come to mind when Im looking at the nature around me,giving my brain t
46、he time and space to be bored.I love the organic world.What was the thinking behind the orchid face filter?I think for Vogue it was an accessibility consideration.They wanted to get as many people involved with the launch as possible,and for them to experience the national flower.So we created bloss
47、oming 3D flowers that floated around the face in this mesmerising way,and water droplets that sparkled.Moving forward,do you think the human face or representations of self will be important to 3D?Its going to grow and grow.The desire to represent yourself digitally is going to be huge in spaces lik
48、e the Metaverse,for example.From a technological point of view,we are closer to reaching a photorealistic stage.We can represent the real world quite amazingly,but I would say we still havent yet figured out how to capture the micro-expressions that make a face feel truly alive which is why they con
49、tinue to look a bit eerie.Do you think we will close that gap?I hope so.Im excited for the possibilities.But I still think its going to take a while especially in motion.“I ALWAYS THOUGHT OKAY,WHERE ARE ALL THE 3D GIRLS AT?I FELT THE URGE TO CHANGE THAT A LITTLE BIT.”QAQAQAQAQAQAQA12The 3D Trends Re
50、portInside the 3D IndustryDADA PROJECTSFollow Dada Projects dada- VOGUE SINGAPOREIs“reality”something you play with a lot in your work?I think thats the most exciting part of working in 3D:you can bend whats perceived to be real.You can,for example,create something photorealistic,but then give it a
51、supernatural physicality.You can manipulate the perception of the viewer,and in doing so create a magical moment where they question what theyre seeing.Ive always been interested in bridging the gap between the digital and the physical.These days were surrounded by so many smooth surfaces your phone
52、,your computer screen etc.I like to try and break out of the screen and make something so lush and detailed you feel it has tactility.Does working in 3D allow you to see the physical world differently?In 3D you can take an everyday object and add a magical element to it.3D has the potential to make
53、something mundane no longer appear mundane.I also think its an accessibility thing.Mundane objects are the easiest to get as 3D models,as all of the libraries of scans are full of them.Why do you think so many designers are using 3D to reimagine reality at the moment?I guess with everything thats ta
54、ken place over the last two years,people are drawn to worlds in which they can escape from our manic reality.Maybe thats why people are drawn to building alternate worlds they might be places to find some peace.“I THINK THATS THE MOST EXCITING PART OF WORKING IN 3D:YOU CAN BEND WHATS PERCEIVED TO BE
55、 REAL.”QAQAQA13The 3D Trends ReportInside the 3D IndustryEMERGING TRENDS CHAPTER3TRENDS TRENDS EMERGING EMERGING EMERGING The 3D Trends Report14EMERGING TRENDSWorking in 3D doesnt necessarily have to mean dealing with harsh realities.Plenty of designers and creators are utilising the medium to explo
56、re their playful sides.From animation that captures the childlike wonder of cartoons,to work full of bright,primary colours and spongy,squidgy materials,3D design often embraces its gleeful,goofy side.As a creative,3D gives you licence to return to what excited you about art and play as a kid.You ha
57、ve the tools to make work that is tactile and physical,so use them!Dont limit yourself to being refined or overly technical.Experiment with shapes.Invent weird characters.Push the boundaries of good taste and rediscover your inner child.JUST HAVEFUN15The 3D Trends ReportEmerging TrendsEMERGING TREND
58、S3D doesnt just offer potential for the arts.In the fields of science and technology,programmes like Adobe Substance are allowing users to create visual tools to facilitate learning and development.From models of DNA strands to mapping weather patterns from sports-scientists illustrating the motion
59、of different muscles,to engineers building complex virtual machines 3D design is revolutionising the visual language of scientific innovation.The applications,and implications,of this are massive.For scientists,it means being able to easily visualise their material with previously unmatched levels o
60、f accuracy and detail.And for the rest of us,it means gaining access to otherwise inaccessible worlds:from the structures of the human body,to the inner-workings of aeroplanes.In the world of science and technology,3D design becomes more than a tool for just illustration.Its a means of understanding
61、.VISUALISING SCIENCE16The 3D Trends ReportEmerging TrendsEMERGING TRENDSTHINKMAXIMALISMArtists and designers working in 3D right now are thinking big.So perhaps its no mistake that maximalism is proving to be one of the fastest growing trends within the medium.Visual artists in particular are using
62、3D design to create complex,expansive work full of detail,colour and texture.In many cases,maximalist 3D work takes the form of artificial environments landscapes rendered to provide a virtual background for a photo shoot,or just a piece of work in its own right.These 3D epics are part sci-fi,part h
63、allucination,pushing 3D design to its most vivid extremes.More than anything,this is about an approach.Working in 3D means possessing the tools to realise the artists ambition with a scale and accuracy of detail that has previously been inaccessible.When using 3D,push yourself to the edges of your i
64、magination.Instead of using 3D to design an object,why not use it to build an entire world?17The 3D Trends ReportEmerging TrendsCHAPTERSUBSTANCE4ADOBEADOBESUBSTANCESUBSTANCESUBSTANCEThe 3D Trends Report18WHAT IS ADOBESUBSTANCE 3D?Adobe Substance 3D is a collection of integrated applications that all
65、ow creators to model,texture,stage and publish their own 3D content.Its a powerful set of tools,giving you complete creative control at every stage of the 3D production pipeline.But its also approachable.Working with Adobe Substance can be as simple or as complicated as you need it to be,with featur
66、es ranging from the automatic and intuitive,to the self-directed and complex.The applications for Adobe Substance are endless,and so are the disciplines and industries where its being used.Maybe you work in product design,and would benefit from being able to create endless virtual prototypes of the
67、product or packaging youre working with.Or perhaps youd find it helpful to visualise the potential decor of a new home,without buying a single drop of paint.Whether youre in fashion,architecture or game design looking to perfectly recreate the texture of a cheesecake,or design a plant pot from scrat
68、ch Adobe Substance is where the digital becomes real.Now you know what can be done with 3D,you probably want to know how.As weve explored the ways in which 3D designers are reimagining reality,certain words have frequently recurred:detail,texture,tactility.Thats where Adobe Substance comes in.19The
69、3D Trends ReportAdobe SubstanceHOW DOES IT WORK?Sampler allows you to take your textures to the next level,by creating 3D materials based on photographs.That means you can input an image from the real world,and quickly apply it as a texture to your 3D object.Painter comes into play when its time for
70、 your 3D objects close-up.It provides the tools you need to apply the finer touches allowing you to either paint by hand,or use an array of automatic generators,to achieve photorealistic levels of detail.When youre ready to go further,Designer allows you to build your own textures and materials,givi
71、ng you complete control over your 3D surfaces.Finally,when youre ready to take things completely into your own hands,Modeler allows you to create your own 3D model from scratch,using either your desktop or a VR sculpting tool.Developed by French software company Allegorithmic,Adobe Substance 3D beca
72、me part of the Adobe family in 2019.It is comprised of five applications:Stager,Sampler,Painter,Designer and Modeler(which is currently in Beta mode).Stager is where you set the scene.You can build a 3D model from a range of basic shapes,import a model from elsewhere,or choose from the vast library
73、of models Adobe Substance has to offer.Then you can start to apply textures using Stagers expansive materials system,and illuminate it with a rich selection of lighting options.20The 3D Trends ReportAdobe SubstanceCHAPTER5CONCLUSIONCONCLUSIONCONCLUSIONCONCLUSIONThe 3D Trends Report21CONCLUSIONIf wev
74、e learned one thing from this study,its that 3D design is increasingly ubiquitous.As we emerge from a period during which creators were locked out of the outside world,the tools that allow us to create physical objects in the digital space have become more relevant than ever.Against this backdrop,ne
75、w technologies like Adobe Substance 3D are articulating the ever-growing ambitions of designers in all their vivid,particular detail.We chose to focus on a trend we named Reimagining Reality.The work we discovered under this umbrella is a good temperature read for the tastes and inspirations driving
76、 3D design right now,but it also points to the future of the discipline.As we journey further into the Metaverse with the line between the virtual and the real becoming ever more blurred 3D design is steadily becoming the creative language of today.But,as much as this report reflects on seismic shif
77、ts in visual communication,it has also returned time and time again to the smaller things.Capturing reality in 3D design is about detail the imperfections,the grain of the wood,the flecks of dust in the light.What makes the advances in applications like Adobe Substance so exciting is not just its ca
78、pacity to build worlds,but also its precision in reproducing the things we see,touch and experience every day.If youre new to 3D,hopefully this report has given you an overview of the potential it has to offer,as well as sparking your imagination as to how it might influence your practice.Now is a g
79、reat time to begin embracing this medium.The draw of 3D design has never been more real.22The 3D Trends ReportConclusion&ThanksCOLOPHONThis 3D trends report was commissioned by Adobe,and written and produced by Its Nice That.Learn more about Adobe SCOLOPHONCOLOPHONCOLOPHONCOLOPHONArt DirectorKurt GreenProject ManagerMlodie BuiIllustrationChris GoldenCreative LeadJohn MulebaWriterAngus HarrisonEditorLucy Bourton23The 3D Trends ReportConclusion&ThanksREPORTTHE 3D TRENDSTHE 3D TRENDS