Streetlife — Cabana Shade

More than shade: a place to meet

For Streetlife, we developed an animation to introduce their new Rough&Ready Cabana Shade.
The challenge was not just to present a new product, but above all to show what it brings to public spaces. Because the Cabana Shade is much more than a canopy. It is a place where people come together, step out of the sun for a moment, relax or meet one another.
To tell that story convincingly, the setting also had to be chosen carefully.
And, oh yes, could we perhaps include a subtle touch of humour to give the animation some personality and lightness, while also reinforcing the theme of cooling down?

AN INDUSTRIAL WATERFRONT AS THE BACKDROP

Together with Streetlife, we chose a former industrial quay that has been given a new recreational purpose. A place with a raw character defined by stone, steel and concrete, where people now walk, spend time and enjoy the waterfront.
Precisely this kind of setting makes it immediately clear why shade, shelter and greenery are becoming increasingly important in our cities. On a hot summer’s day, an open stone quay can quickly feel harsh and unforgiving. An inviting place to cool down is often missing exactly where people would like to spend time.
At the same time, the Rough&Ready Cabana Shade fits surprisingly well into this setting. Its distinctive house-shaped silhouette, combination of timber and steel, and robust appearance create a natural connection between the location’s industrial past and the sustainable public spaces of tomorrow.

FROM PRODUCT TO EXPERIENCE
The animation therefore focuses not just on the product itself, but above all on how people use it. We show how different configurations within the Rough&Ready collection help create attractive meeting places. People cool down on a lounger, meet under the canopy or enjoy a picnic together by the water.
The requested playful touch, in the form of an overheated, moustachioed 1930s gentleman desperately searching for a way to cool down, brings lightness to the animation. As well as raising a smile, this character subtly reinforces the central theme of comfort and cooling in public spaces.
Making the product part of a lively setting creates a much stronger story than a traditional product presentation. It reveals not just the form, but above all the experience.

THE BEST OF BOTH WORLDS

For this production, we combined our expertise in 3D visualisation with modern AI workflows.
The entire setting and the products were meticulously built in 3D, giving us complete control over composition, scale, camera work and product presentation. We then used AI to add extra atmosphere, natural light, vibrancy and human interaction.

It is precisely this combination of technical precision and creative direction that makes it possible to create convincing imagery that goes beyond traditional visualisation.

THE RESULT

The result is an animation that shows how the Rough&Ready Cabana Shade not only provides shade, but also contributes to comfortable, climate-adaptive and inviting public spaces.

In other words: not just a product on screen, but a place where people want to be.

Visit the Streetlife website to see more of their beautiful street furniture

Do you have a product, design or public space that needs the right atmosphere, context and sense of experience?

We’d be delighted to help you bring its story to life.

📧 info@axes.nl
🌐 www.axes.nl