The Future of 3D on the Web – Dan Frith & Mike Festa in Conversation

London Dynamic’s Chief Creative Officer Dan Frith sits down with Super DNA 3D Lab’s Mike Festa to discuss the future of 3D on the web.

From their roles in the Khronos Group to IKEA’s pioneering 3D adoption to evolving standardization, these leading figures in the 3D world cover a lot of ground in a short amount of time. Enjoy the video above or jump to the summary below.

Introduction to Mike’s Podcast

• The podcast welcomes Dan Frith, a significant contributor to the 3D community and chair of the 3D Commerce group at Khronos Group.
• Dan shares his extensive background in 3D, starting from 1992, including experiences in film, military simulation, gaming, advertising and VFX.
• He highlights his pivotal role at Ikea from 2017 to 2021, where he led the 3D department, integrating 3D technology into the business.

Dan’s Journey in 3D Technology

• Dan discusses his transition from Ikea to an AI-based company and now to London Dynamics as Chief Creative Officer.
• His current work focuses on providing 3D solutions for eCommerce, particularly in furniture, bicycles and gym equipment.
• He emphasizes the importance of technologies like gITF and PBR in creating high-quality, real-time 3D models for digital commerce.

The Role of Khronos and Collaboration

• Dan and Mike discuss their roles within the Khronos Group, focusing on the 3D Commerce and 3D Formats working groups.
• The 3D Commerce group aims to gather requirements and educate the community on eCommerce needs, while the 3D Formats group focuses on technical aspects.
• They stress the importance of collaboration among various industries, including furniture, automotive and medical, to address diverse challenges in 3D representation.

Advancements in 3D Standards and Technologies

• The conversation highlights the evolution of 3D standards, particularly regarding texture mapping and rendering quality.
• Dan mentions the development of PBR neutral tone mapping, which significantly improved the visual quality of 3D models.
• They discuss the necessity of standardization for consistent user experiences across different platforms and browsers.

Future Trends and Opportunities in 3D

• Looking ahead, Dan and Mike identify key areas of focus, including enhancing the apparel industry’s involvement in 3D and exploring AI’s role in content generation.
• They emphasize the need for continued collaboration and participation from various sectors to push the boundaries of 3D technology.
• The podcast concludes with an invitation for listeners to engage with the Khronos Group and contribute to the ongoing development of 3D standards.

Khronos royalty-free open standards for 3D graphics, Virtual and Augmented Reality, Parallel Computing, Machine Learning and Vision Processing

Key Takeaways

• Dan Frith’s extensive experience in 3D technology spans multiple industries.
• Kronos groups focus on collaboration and standardization to enhance e-commerce experiences.
• Advancements in PBR and texture mapping are crucial for improving 3D model quality.
• Future initiatives will target the apparel sector and explore AI’s potential in 3D content generation.
• Engagement from various industries is essential for the continued evolution of 3D standards.

Want learn more or get involved?

If you’re interested in contributing to the future of 3D commerce, head over to Khronos’ 3D Commerce page for more information. Or you can contact Dan or Mike to join the Khronos Group and help shape the direction of gITF. Khronos has also introduced a new, more affordable membership model to encourage broader participation, especially from brands looking to integrate 3D into their businesses.

Alternatively, if you’re looking for business solutions powered by cutting-edge 3D product visualization, don’t hesitate to get in touch with the London Dynamics team today.