photokina Newsroom

As the leading international trade fair for the imaging sector, photokina showcases future-oriented imaging technologies and new ways of working with these processes. This year, World of Imaging will show visitors a new kind of technology that has already strongly influenced numerous areas in modern professional image communication: virtual photography, or computer-generated imaging (CGI). In line with this trend, photokina’s Solution Center in Hall 4.1 will demonstrate the principles and best strategies for working with computer-generated images.

Thanks to these new processes for achieving photorealistic visualization, users can take advantage of previously undreamed-of possibilities. With the use of this innovative technology, abstract content can now be visualised in entirely new forms. At photokina, users can learn about the endless possibilities of computer-generated imaging and about the changing workflow this new medium for creating images demands.

The main focus of this presentation is to pass on practical know-how to professional users. With this purpose in mind, experts will give daily lectures on CGI technology. In addition, the CGI Project Group under the auspices of Prof. Jostmeier will present a special “making of” video about an actual CGI production. Last but not least, various photo designers will demonstrate live renderings at several CGI workstations and will answer visitors’ questions throughout the entire trade fair.

As an application, computer-generated imaging was originally developed within the technical fields of product development and product design. Nowadays, these new methods are increasingly being used in advertising communication. The automobile industry is already making effective use of these technologies on an ongoing basis. What is special about the technology is the work process involved. This year’s photokina will offer a practical step-by-step demonstration: first, the relevant object is displayed as a polygon model; then, the necessary “high dynamic range” image and the “backplane” image are added from a database during the composing process.

CGI takes conventional image production and processing to whole new levels of complexity by demanding the integrated use of technical equipment such as cameras, photo labs, digital technology, image processing, and 3D programs. However, users of computer-generated imaging don’t think of their work as competing with photography. Instead, they regard it as an opportunity to expand photographic processes and open up new applications.

Yet this kind of image design also demands new modes of thought and expression, giving rise to a new creative process that will increasingly define the expertise required to be a successful photo designer. In the future, it will thus become even more important to holistically master complex communication processes and skillfully harness the different tools on offer.

The photokina Solution Center is sponsored by Prof. Jostmeier’s team from the Georg Simon Ohm University of Applied Sciences Nuremberg. Designers Digest magazine will support the presentation of this theme at the Solution Center.