Published in collaboration with NCMS
Digital Manufacturing Report

News & information about the fast-moving world
of digital manufacturing, modeling & simulation

Language Flags

Delta Tracing Reinvents Itself


Back in 2009, the global economic recession compelled virtually all companies to reassess their business. Budgets for many products and services declined or disappeared altogether. Customers altered their buying patterns and preferences. What were once proven business strategies required complete reevaluation.
 
Companies unable to adjust to the new economic realities suffered, while some managed to prosper – in many cases, thanks to the breakthroughs in GPU technologies. In particular, advanced photorealistic rendering technologies – which slash rendering times while boosting both realism and ease of use – are enabling companies in a variety of industries to accelerate processes, increase productivity, and improve the quality of their offerings to pull away from their competition.
 
Clint Eastwood’s character, Gunnery Sergeant Thomas Highway quipped in the 1986 film “Heartbreak Ridge,” “You adapt. You overcome. You improvise.”
 
And that’s exactly what Delta Tracing did – a company that didn’t just survive the recession, but has since prospered. In business since 1999, this Venice, Italy-based professional design studio had made a name for itself producing high-quality 3D visualizations for architects. When the building industry declined in 2009, so did demand for the company's sophisticated architectural renderings and animations. Capitalizing on its deep expertise in rendering and visualization, Delta Tracing leveraged NVIDIA® CUDA™-powered tools such as the NVIDIA iray® renderer within Autodesk 3ds Max software to refocus its business and rapidly produce photorealistic images for the interior design and furniture industries.
 

Image created using NVIDIA iray, courtesy of Delta Tracing
 
“When cut-backs in the building industry meant our existing clients could no longer afford our services, we had to find another market working at the same level or even higher – and I saw the furniture market as that next step for us,” says Dionissios Tsangaropoulos, founder and CEO of Delta Tracing. “The NVIDIA-based technologies, notably the iray rendering technology, allowed us to transfer our skills to a healthy market where our expertise could make a real difference.”
 
Using NVIDIA technology to do more in less time
Delta Tracing took advantage of a convergence in technological advances to adapt to and overcome economic realities, improvise, and reinvent its business, beginning with the introduction of NVIDIA iray in Autodesk 3ds Max.
 
“In the past, each rendering of a photorealistic test image took more than 40 minutes, so it might take a whole day of test images to produce something we could show to a client,” says Tsangaropoulos. “Using iray meant a new revolution for our company. Now, the same production takes only 15 minutes – with higher quality, but more importantly, you can get a good visual feedback in about 20 seconds.  So now we can do multiple tests, do a fully rendered image, and get client approval in about half the time it used to take to do a single test image.”
 

Image created using NVIDIA iray, courtesy of Delta Tracing
 
In addition to its very advanced physically correct light simulation algorithms, iray is massively accelerated by the NVIDIA CUDA architecture.  Delta Tracing uses professional, CUDA-enabled NVIDIA Quadro® and Tesla™ GPUs for iray, which tremendously accelerates their creative process. While their 3ds Max creation seats use a combination of Quadro and Tesla boards, their dedicated rendering system sports eight Tesla C2050 boards for producing iray renderings from 3ds Max at maximum speed.
 
The iray and NVIDIA GPU system also produces high-resolution final images of stunning realism much faster. Doing 40 high-resolution images for a furniture brochure used to take close to 10 days; Delta Tracing can now deliver those same 40 images in two and a half days.
 

Image created using NVIDIA iray, courtesy of Delta Tracing
 
“Because of iray and NVIDIA GPUs, we are doing very well now,” says Tsangaropoulos.
“This accelerated technology has opened new opportunities, allowing us to explore more creative ideas in less time and producing high-res images much faster.
 
In the first month of 2011, we had already completed the same amount of work it took us all of 2010 to do. As a result, we can now bring in far more production work. I estimate it would take a company like ours a month or two, at the most, to recoup our full investment in our NVIDIA systems.”
 
Empowering the furniture design process
Delta Tracing’s clients in the furniture design industry also are benefitting from the improved rendering speed and quality. Furniture manufacturers pre-sell much of their inventory based on high-end brochures of their offerings. Using rendered images typically costs less than taking photographs, which involve building physical sets, complete with materials such as marble floors and wood trim on the walls, as well as moving large pieces of furniture and appliances in and out of the sets.
 

Image created using NVIDIA iray, courtesy of Delta Tracing
 
“With iray renderings, furniture designers can create articles that would be impossible or prohibitively expensive to build in the real world,” says Tsangaropoulos. “They can reuse the same background with different furniture, change the materials of the background set, and sell furniture before even a prototype exists, which provides better numbers for production. Everything is possible, at less cost, with photorealistic results.”
 
The furniture manufacturers bring Delta Tracing the technical specs for new lines of furniture along with 2D drawings. From this information, Delta Tracing builds accurate models of the furniture, along with entire rooms in which to place the furniture, that are then rendered by iray – all within Autodesk 3ds Max.
 
“We build perfect models in 3D, and we incorporate our expertise to help decide the best lighting, color, materials, and other artistic issues,” says Tsangaropoulos. “For instance, we decide if the room showcasing the furniture should be in daylight with light streaming through the window, or candlelight, or incandescent light – and how that plays off various materials on the furniture, such as shiny laminated zebra wood, or metallic accents, or a matte painted finish.”
 

Image created using NVIDIA iray, courtesy of Delta Tracing
 
Throughout its twelve-plus years in business, Delta Tracing has earned a reputation for its high-quality renderings and artistic expertise. Its ability to change course and succeed in response to tough market conditions is a testament to both its founder's creativity and the technology tools the company has effectively deployed.
 
“Delta Tracing is a famous rendering brand in Europe, especially in design-conscious Italy, because of our high-quality images and our artistic sensibilities,” says Tsangaropoulos. “Now that we can produce even better-quality images so much faster, we are achieving new levels of success. And this is only the start of the potential of what's still a very young technology. As we and other companies in the rendering industry understand more about how to take advantage of iray and GPU processing, I can’t even imagine what’s going to happen in the next few years.”
 
“You adapt. You overcome. You improvise.” Delta Tracing did. Gunny Highway would be darn proud.

-----

Case study courtesy: NVIDIA

RSS Feeds

Subscribe to All Content


Feature Articles

Titan Puts a New Spin on GE’s Wind Turbine Research

Unlike traditional energy sources, wind is a trouble to tame, which has led GE to turn to advanced simulations at Oak Ridge National Laboratory to put the technology on track to cover 12 percent of the world's energy production.
Read more...

Lighting a Fire Under Combustion Simulation

Combustion simulation might seem like the ultimate in esoteric technologies, but auto companies, aircraft firms and fuel designers need increasingly sophisticated software to serve the needs of 21st century engine designs. HPCwire recently got the opportunity to take a look at Reaction Design, one of the premier makers of combustion simulation software, and talk with its CEO, Bernie Rosenthal.
Read more...

D-Wave Sells First Quantum Computer

On Wednesday, D-Wave Systems made history by announcing the sale of the world's first commercial quantum computer. The buyer was Lockheed Martin Corporation, who will use the machine to help solve some of their "most challenging computation problems." D-Wave co-founder and CTO Geordie Rose talks about the new system and the underlying technology.
Read more...

Short Takes

Local Motors and ORNL Partner for Automotive Manufacturing

Jan 24, 2014 | Local Motors, a vehicle innovator, and the U.S. Department of Energy’s Oak Ridge National Laboratory (ORNL) have announced a new partnership that they hope will bring change to the automotive industry.
Read more...

Robots Showcase Skills at DRC

Jan 22, 2014 | A month ago, the DARPA Robotics Challenge Trials (DRC) commenced. The main goal of the event was to aid in the development of robots that will someday respond to natural or even man-made disasters. At this year’s DRC, prototype robots from 16 teams were put through a series of trials in which they were to showcase their skills.
Read more...

Advanced Modeling Benefits Wind Farms

May 25, 2011 | Advanced computing resources optimize the site selection of wind farms.
Read more...

Not Your Parents' CFD

Oct 13, 2010 | Outdated beliefs stand in the way of greater CFD adoption.
Read more...

Manufacturers Turn to HPC to Cut Testing Costs

Oct 06, 2010 | Supercomputing saves money by reducing the need for physical testing.
Read more...

Sponsored Whitepapers

Technical Computing for a New Era

07/30/2013 | IBM | This white paper examines various means of adapting technical computing tools to accelerate product and services innovation across a range of commercial industries such as manufacturing, financial services, energy, healthcare, entertainment and retail. No longer is technically advanced computing limited to the confines of big government labs and academic centers. Today it is available to a wide range of organizations seeking a competitive edge.

The UberCloud HPC Experiment: Compendium of Case Studies

06/25/2013 | Intel | The UberCloud HPC Experiment has achieved the volunteer participation of 500 organizations and individuals from 48 countries with the aim of exploring the end-to-end process employed by digital manufacturing engineers to access and use remote computing resources in HPC centers and in the cloud. This Compendium of 25 case studies is an invaluable resource for engineers, managers and executives who believe in the strategic importance of applying advanced technologies to help drive their organization’s productivity to perceptible new levels.

Conferences and Events

Featured Events



Copyright © 2011-2014 Tabor Communications, Inc. All Rights Reserved.
Digital Manufacturing Report is a registered trademark of Tabor Communications, Inc. Use of this site is governed by our Terms of Use and Privacy Policy.
Reproduction in whole or in part in any form or medium without express written permission of Tabor Communications Inc. is prohibited.
Powered by Xtenit.