Pikcells' Adam Woolhead – How photorealistic CGI is shaping the KBB market

Adam Woolhead, marketing manager of West Yorkshire-based CGI and software development company Pikcells, explains how photorealistic CGI can benefit KBB businesses.

We’re all aware of how vital first impressions are when grabbing a customer's attention in the interiors industry. According to recent surveys, 76% of people buy what they see in a brand's social media post, so the demand for quality visual content has never been greater. 

For KBB retailers, manufacturers, and designers the way an interior product is presented can influence not only buying decisions, but also brand credibility, and speed to market.

Enter Pikcells. We're an interior specialist CGI studio based in Huddersfield that aims to redefine how the KBB sector creates and communicates its products. Since 2008 we have developed a client portfolio that includes local and major global names such as Masterbrand Inc, Kohler, Grohe, and Duravit, Kronospan and SubZero & Wolf. We're trusted by some of the biggest players in interiors to produce hyper-realistic, stylised CGI imagery that surpasses capabilities of the traditional photoshoot. 

The reality for many brands in the KBB space is that marketing is expensive. And the bulk of the budget is spent on photoshoots. Roomset photography is costly, inflexible, and time-consuming. Building the physical sets requires large studio spaces, multiple teams, and significant investments in props, materials, and lighting. And once the shoot is over, it’s locked: no restyling, no change of camera angle, no correcting a design that’s already out of date. 

CGI eliminates all of that.

These assets aren’t just visually compelling – they’re adaptive, reusable, and modular. Once a 3D set is created, it can be redesigned, and repurposed endlessly to suit any product update or variation. Need to showcase a product in 5 different finishes? CGI can generate variations in hours, not days or weeks.

When managing product launches, marketing campaigns, or brand refreshes, this agility is game changing. Not only does it significantly allow you to showcase the full potential of your products, it enables you to do more for less. 

We're trusted by industry leaders like Wren Kitchens and Kohler, and our expertise and cutting-edge workflows set the benchmark for CGI in the interiors sector. The majority of our existing clients have worked with us for over 5 years, with a 90+% retention rate.

From attention-grabbing roomsets for e-commerce, to immersive brochure visuals, to mood-driven lifestyle scenes for social media, we create CGI content that is both design-led and customer-focused. Backed by an in-house interior design team, every project is crafted in close collaboration with the client to create a truly bespoke space. Every render tells a story: Who lives here? How do they use the space? What mood are we selling?

Empowering KBB businesses with scalable solutions
One of the major barriers to high-quality marketing for smaller KBB businesses is cost. CGI solutions are scalable and accessible. Even modest brands can now produce elite visuals without renting studio space, organising logistics and using existing product.

For the larger businesses the focus is often new product launches and seasonal campaigns. We're able to keep up with any size of project, with a team of 20+ CGI experts and capabilities for high volume automated rendering. Photoreal CGI is more than just new imagery – it’s a creative technology partner for the future of interior marketing.

A stress-free process from years of experience
For over 20 years, we've been the trusted partner for KBB brands navigating tight deadlines, constant product updates, and demanding retailer schedules. With dedicated project managers, talented interior stylists, and an in-house R&D team, Pikcells offers complete creative support from concept to completion. Whether launching a new door style, refreshing an online catalogue, or making a statement with a major product launch, we deliver a smooth, collaborative, and stress-free experience.

The takeaway for KBB professionals
CGI is no longer a luxury, but a strategic necessity to keep up with an evolving industry. As digital content becomes more vital to sales, showroom experiences, and e-commerce conversions, investing in high quality visualisation is one of the smartest moves a brand can make.

And with a proven track record, international client base, and deep understanding of the interiors market, Pikcells is perfectly positioned to help you give your products the platform they need.