MENHIR
About the
Project
The focus of this project was the development of a digital twin of the Menhir espresso maker by Alessi. The objective was to move beyond a simple product showcase to explore the architectural soul of this iconic object.
During the creation of the 3D model, the coffee machine was treated as a sculptural monolith, staying true to the original concept that inspired its design. Through advanced 3D product visualization, every clean line and metallic volume was analyzed to build a high-fidelity digital copy. The technical challenge lay in respecting the precision of the industrial design while placing it in a context that elevates its aesthetic value.
This approach allowed for the transformation of a functional tool into a compelling centerpiece of CGI storytelling, highlighting the intersection between high-end manufacturing and digital art.
During the creation of the 3D model, the coffee machine was treated as a sculptural monolith, staying true to the original concept that inspired its design. Through advanced 3D product visualization, every clean line and metallic volume was analyzed to build a high-fidelity digital copy. The technical challenge lay in respecting the precision of the industrial design while placing it in a context that elevates its aesthetic value.
This approach allowed for the transformation of a functional tool into a compelling centerpiece of CGI storytelling, highlighting the intersection between high-end manufacturing and digital art.
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ClientInternal
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Year2025
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RoleArt Direction / Visual
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Instagram
The
Vision
The creative direction was deeply influenced by the mysterious origins of the Menhir. Just as the purpose of ancient standing stones remains a subject of debate, the project aims to evoke a sense of ritual and solemnity. A parallel is drawn between the ancestral rituals associated with these monoliths and the contemporary, daily ritual of making coffee—a moment defined by pause, precision, and tradition.
Drawing inspiration from the cinematic language of Kubrick’s 2001: A Space Odyssey, the espresso maker is placed in abstract, otherworldly environments that strip away its identity as a "common" object. The art direction focuses on a monumental atmosphere where the Menhir appears as an otherworldly artifact. Through calculated lighting and deliberate 3D motion, the silhouette is emphasized to create a visual experience that is both timeless and intentionally mysterious
Drawing inspiration from the cinematic language of Kubrick’s 2001: A Space Odyssey, the espresso maker is placed in abstract, otherworldly environments that strip away its identity as a "common" object. The art direction focuses on a monumental atmosphere where the Menhir appears as an otherworldly artifact. Through calculated lighting and deliberate 3D motion, the silhouette is emphasized to create a visual experience that is both timeless and intentionally mysterious
THE result
The result we aimed to achieve was a series of striking images that offer a fresh and artistic perspective. This project demonstrates the strategic power of CGI: it enables brands to tell a more profound story, transforming a product into an experience.
By creating these abstract digital worlds, the project delivers a versatile set of 3D images that capture the viewer’s attention, making the product stand out in a saturated market through the lens of mystery and sophisticated design.
By creating these abstract digital worlds, the project delivers a versatile set of 3D images that capture the viewer’s attention, making the product stand out in a saturated market through the lens of mystery and sophisticated design.
MAKING OF
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Behance
