DreamView Joins Khronos 3D Commerce Working Group

DreamView Joins Khronos 3D Commerce Working Group

LOS ANGELES – DreamView, the world leader in the creation of visually stunning, photoreal 3D CGI representations of products for marketing and eCommerce, is proud to announce that it has officially become a member of The Khronos® Group. DreamView’s COO, Nathaniel Hunter, was elected to co-chair the subcommittee on ‘Asset Creation and Standards’ within the new Khronos-governed 3D CommerceWorking Group, with the goal of establishing guidelines and specification standards to align the 3D asset workflow from product design and manufacturing through each stage of retail to end-user delivery, so that 3D representations of products can be experienced realistically and consistently across all platforms and devices.

3D content is poised to become pervasive in eCommerce. Virtual, visually realistic product depictions will be everywhere, appearing on eCommerce platforms, in ads and search results and the web using mobile, the Web, and Augmented Reality (AR) and Virtual Reality devices. Although 3D promises to be a powerful merchandising tool, the challenge today is that not all 3D content can be experienced consistently. To this end, Khronos established the 3D Commerce Group to build industry consensus on what standards are most urgently required for ubiquitous 3D Commerce.

DreamView joins fellow Khronos 3D Commerce members Google, Samsung, Amazon, and many others, to jointly develop those open standards necessary to streamline content creation, facilitate alignment between manufacturers, retailers, and content producers, and make experiencing 3D virtual products consistent no matter where and how they are viewed.

Already, industry titans such as Amazon, Wayfair, Overstock, and other DreamView Studios’ clients are benefitting from the DreamView™ cloud platform and high quality, cost-effective production services to their suppliers, including 3D CGI modeling, asset management, Virtual Photo Shoots™ technology, and workflow in the eCommerce and retail space.  DreamView also offers the value of real-world art directors to facilitate the design and creation of photoreal CGI lifestyle interior and exterior scenes for virtual product display, all at a fraction of the time and cost of traditional real world photoshoots.

“We’re thrilled to have DreamView join the 3D Commerce efforts within Khronos. The DreamView founders were pioneers in the 3D and CGI industries. Members with extensive 3D virtual product experience – like Nathanial and Euan – participating in the Working Group help us continue to grow the deep wealth of knowledge that we are applying to our work in creating 3D Commerce standards. We’re looking forward to their contributions as we continue to build industry consensus on 3D model standardization,” said Shrenik Sadalgi, 3D Commerce Working Group Chair.

Nathanial Hunter, DreamView’s COO, said: “We are delighted that DreamView  has joined The Khronos Group, and I’m honored to serve as co-chair of ‘Asset Creation’ alongside my colleagues in the 3D Commerce Asset Creation and Standards Sub-group”

DreamView CEO, Euan Macdonald, added: “DreamView is thrilled to join our fellow Khronos Group members and participate in the creation of the 3D CGI content standards, which are so vital for asset sharing for millions of products across many platforms, enabling both realtime interaction and production of high quality photoreal media.”

From The Khronos 3D Commerce Group press release: ‘Enabling the use of 3D in retail to scale-up to industrial levels will create significant commercial opportunities for all companies involved in the creation, distribution, and display of virtual product representations.’


 The Khronos Group is an open industry consortium of over 150 leading hardware and software companies creating advanced, royalty-free, acceleration standards for 3D graphics, Augmented and Virtual Reality, vision and machine learning. Khronos standards include Vulkan®, OpenGL®, OpenGL® ES, OpenGL® SC, WebGL™, SPIR-V™, OpenCL™, SYCL™, OpenVX™, NNEF™, COLLADA™, OpenXR™, 3D Commerce™ and glTF™. Khronos members jointly contribute to the development of 3D specifications, vote at critical stages before public deployment, and collectively benefit from early access to specification drafts and conformance tests.



DreamView founded by veteran CGI visionaries with 100+ years combined experience in creating CGI & Visual Effects for blockbuster movies, AAA games, and eCommerce products, hailing from companies such as Disney, Industrial Light & Magic, Pixar, and Electronic Arts. DreamView Studios’ cloud-based services solution creates, manages, and distributes photoreal and AR CGI assets and media for eCommerce platforms and clients. The company’s proprietary scalable technology not only provides infinitely reusable 3D CGI assets, but also facilitates visualization and market testing of virtual product color and texture variations.

Connect with Euan Macdonald on LinkedIn and join our Twitter and Facebook channels. 

DreamView is a trademark and service mark of DreamView, Inc.

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