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Transform Your Products with Professional 3D Modeling & VR Animation – Based North of Copenhagen in Humlebæk


Clients | Transport design | Car design | Yacht design | 3D - animation VR | Product design | Architecture | Graphic design

Transform your products and ideas into stunning visual experiences with advanced 3D modeling, rendering, and VR animation at Roug Design, based north of Copenhagen in Humlebæk, Denmark.

As a specialized designer with extensive experience in Alias Studio Tools and Keyshot, I deliver professional-grade visualizations that elevate your product presentation to new heights.

 

 

Key benefits:

  • Photorealistic visualization before production
  • Cost-effective alternative to physical photography
  • Flexible viewing angles and variations
  • Quick turnaround for marketing materials
  • Interactive VR experiences for customer engagement

I provide detailed and realistic 3D visualizations that showcase your product from all angles while helping to identify potential errors during the development phase. Through HTML5 integration, your customers can enjoy a unique, interactive experience on your website, rotating and exploring 3D models seamlessly.

Flexible workflow solutions:

1. Technical Drawings to 3D

  • You provide technical drawings
  • I create detailed 3D models
  • Deliver as static renders, animations, or VR experiences

2. Existing 3D Model Optimization

  • Work directly with your 3D files
  • Compatible with most professional 3D formats
  • Transform into high-quality renders and VR

3. 3D Scanning Integration

  • For existing products
  • Work with scanned 3D files
  • Convert to rendering and VR animation

4. Custom 3D Modeling

  • Create models from scratch
  • Detailed product visualization
  • Complete animation and rendering services

The process:

The main investment lies in creating or optimizing the 3D model. Once completed, generating additional renders or VR animations becomes highly cost-effective. Project pricing depends on model complexity, required views, and animation detail level.

Project examples are available via themenu to right and can be used freely by collaborating companies. Each project demonstrates my commitment to delivering both stunning visuals and functional presentations that serve your marketing and development needs.

Ready to take your product visualization to the next level?

Get in touch to discuss how we can bring your vision to life with professional 3D modeling, rendering, and VR animation. You are also welcome to visit my studio in Humlebæk, north of Copenhagen, where we can review your project in person. It’s easy to reach from both Copenhagen and Elsinore, whether by car or public transport. View my contact and location details.

 

Services & Process

 

Consultant projects

 

Design competitions

 

Board-Driven initiative

 

Own projects

 

Summary

     
     
Behind every image lies a story. This image is one of my projects, shown at random. Explore the portfolio to see more – or refresh the page to view another random image! Or better yet, drop by my studio in Humlebæk and see more projects in person!
     
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Consulting projects


 

 

   

Architecture | SCSE Capital ApS | 3D modeler • stylist

3D Modelling and Design Proposals for Office Building Facade Renovation • April 2013

I was tasked with developing creative design solutions to revitalize the façade of a bland office building. Using advanced 3D modelling techniques, I produced detailed visualizations that transformed the building’s appearance from plain and uninspiring to a dynamic, welcoming structure.

My focus was on creating an aesthetic that was both visually appealing and functionally sustainable while respecting the original architectural lines.

The project was completed ahead of schedule and delivered before the deadline.

3D modeling of SCSE Capital ApS office building facade renovation – Modern design and visual transformation  
     
 

 

     
     
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Fashion design | Ilse Jacobsen • Hornbæk | 3D illustration - styling

3D styling Ilse Jaobsen • May 2011

3D Modeling of Ilse Jacobsen's Iconic Rain Boot. In collaboration with Ilse Jacobsen, this project explored the potential of digitally visualizing their iconic rain boots through 3D modeling.

This opened possibilities for future 3D scanning, streamlining the process for even more precise models.

 

Ilse Jacobsen iconic rain boots, digitally 3D modeled and visualized, Scandinavian design from Hornbæk, created by 3D stylist.  
     
   
     
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Yacht design |  Nordship Yachts ApS | 3D modeling and advisory designer

Several projects • 3D modelling and concept report • Nordship Yachts • April 2007 - May 2009

Between 2007 and 2009, I had the pleasure of working with Nordship Yachts on several major projects involving 3D modelling, concept development, and design solutions.

This collaboration was instrumental in developing my skills in 3D visualisation and design, while also contributing to Nordship’s innovation and launch of new models.

Through projects like the Nordship 360 DS and 380 DS and a concept report on innovative interior layouts, I helped create visual solutions that facilitated boat sales before they were even built.

The results of our collaboration were showcased at international boat shows, and the yachts gained significant recognition, including nominations for awards such as European Yacht of the Year.

 

Click on the picture to view the 3D illustrations.

Nordship Yachts 3D modeling and concept development by Lars Roug. Danish boat design focusing on luxury yachts, deck saloon, and sailing. Yacht design that blends innovation and sailing pleasure, showcased at international boat shows. Danish design quality and maritime elegance.  
     
 
     
 
 
     
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Design competitions


   
     
   

Automotive Design | Aquila Racing Cars Competition Finalist | Single-Seater Race Car Design

aquilaracingcars.com

A prestigious automotive design project that exemplifies Danish automotive design and highlights the country’s excellence in motorsport design and race car engineering. Presented at the Autosport International Show in Birmingham, January 2014, this innovative racing car concept combined performance vehicle concepts with automotive styling, showcasing a bold vision of professional car design

Project Highlights:

  • Selected as one of 7 finalists from 27 international participants
  • Collaborative design with renowned designer Torben Nyegaard Poulsen
  • Two-phase development process spanning 10 weeks
  • Featured advanced 3D modeling using Alias StudioTools and KeyShot
  • Innovative aerodynamic solutions including water-droplet inspired fenders
  • Exhibited at Aquila's stand during the Autosport International Show 2014

The project began with a two-week initial concept phase, followed by an eight-week detailed development period. The design stood out for its ambition and unique approach to aerodynamics, featuring distinctive water-droplet-inspired fenders and integrated body-wing architecture. By blending dedication, motivation, and expertise, the final result balanced performance and aesthetic appeal, reflecting Aquila’s visionary design language while setting new standards in international racing competition.

Click on the image to view more pictures and a detailed description of the project.

Aquila Racing Cars design competition entry by Adamo, featuring a single-seater mini race car concept. Collaborative design with Torben Nyegaard Poulsen, finalist among top seven entries, showcased at Aquila's exhibition in January 2014.  
     
 
     
 
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Interior & product design | ILVA design competition

In 2013, Torben Nyegaard Poulsen and I participated in ILVAs design competition with the goal of creating a furniture series that redefines modern interior design. Our vision was to strip the design language down to its essence and develop a cohesive collection that merges aesthetics, functionality, and adaptability.

Some of the furniture pieces had already been designed before we heard about the competition. When we decided to participate, we expanded the collection by designing additional furniture and products to create a complete and cohesive series.

With Scandinavian minimalism as our foundation, we focused on modular furniture that could be customized to fit various interior styles. We wanted to convey the idea that furniture is not just inventory—it is a fundamental part of a home’s identity.

Our approach was to challenge conventional solutions and develop an innovative furniture series that merges functionality with a strong design identity.

The concepts were designed using the 3D software Alias Studiotools and rendered in KeyShot, allowing us to refine the details and visualize the final aesthetic of each piece with high precision.

To view details click on the picture.

ILVA design competition interior and furniture design in cooperation with Torben Poulsen. Modular furniture for living room interiors with a focus on functionality and aesthetics inspired by Scandinavian minimalism.  
     
 
     
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Board-driven initiative

   

   
   

The housing association Østerpark and Teytaud Rådgivende Ingeniører A/S | 3D Stylist

Teytaud. Rådgivende Ingeniører A/S and Ejerforeningen Østerpark.

In connection with the renovation of Østerpark’s building on Jagtvej, where I was a housing association board member, I collaborated with TEYTAUD Consulting Engineers A/S to develop 3D models of facade proposals.

The proposals were created for the City of Copenhagen's Technical and Environmental Administration to approve the renovation plans.

TEYTAUD presented two facade pattern proposals, which I integrated into my 3D model of the building. This allowed the City of Copenhagen to visualise and approve the renovation.

The renovation commenced in the fall of 2013.

3D modeling of facade proposals for the Østerpark building on Jagtvej 213, Copenhagen. Two facade panel patterns and window assembly details shown for Copenhagen Municipality's approval. Created in collaboration with TEYTAUD Consulting Engineers A/S.  
     
     
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Own projects


   
     
   

Auto styling | Bugatti Sophus – A Visionary Car Design Concept

Bugatti Sophus is an innovative car design concept developed through several design enhancements. The latest iteration was created during the first COVID-19 lockdown in March-April 2020. The design is the result of advanced 3D modeling in AliasDesign, focusing on combining large, elegant surfaces with precise cuts and intricate details. One such detail is the intricately crafted grille mesh, reflecting Bugatti's iconic brand identity. Additionally, I designed the car's air intake and exhaust filters, adding a technical dimension to the detailed 3D model.

Flexibility has been a cornerstone of the design process, allowing for future updates and the addition of new details. A prime example of this is the work on the headlights, where I developed three to four different headlight concepts in 2020, giving the car a dynamic and unique appearance.

Bugatti Sophus is envisioned as a more accessible and practical Bugatti model. It features room for rear seats and luggage, making it suitable for everyday use, whether for families or longer journeys. All visualizations and images were created using the advanced rendering software Keyshot, which highlights the car's details and the overall elegance of its design.

The name "Sophus" has a personal backstory. Before I became a car designer, I created 2D side-profile sketches in CorelDraw and often named my concepts. Sophus was inspired by my family’s wire-haired dachshund. After my education, I revisited this idea and evolved it into a modern Bugatti concept, bridging the creative sketches of the past with the advanced car styling of today.

Bugatti Sophus is not just a car design concept—it is a tribute to creativity, innovation, and the passion for car design. This project has been a source of immense joy and inspiration throughout its development.

Bugatti Sophus concept car – An innovative car design with emphasis on large, elegant surfaces, precise details, and flexible car styling, visualized as a green car.  
     
     
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Caravan transport design | Innovative Camper Design with Aerodynamic Principles

This camper design concept was created with a vision to merge aesthetics, functionality, and aerodynamics. The goal was to design a modern camper that reduces air resistance, enhances fuel efficiency, and provides an optimal driving experience. Inspired by principles from the aviation industry, the project has been a source of creativity and joy, blending innovation with practical solutions.

A standout feature is the retractable jockey wheel, which seamlessly folds into the chassis—similar to an aircraft's landing gear. This innovative mechanism not only enhances the camper's aerodynamic profile but also contributes to its sleek and minimalist design.

The rear section of the camper highlights dynamic lines and efficiency, with integrated taillights and a built-in spoiler. The spoiler is not just a visual element; it improves airflow, stability, and fuel efficiency at higher speeds. This modern camper concept redefines traditional designs by offering a vehicle that is both innovative and highly functional, setting new standards for camper trailers.

Click on the image to view images in larger size.

Aerodynamic camper design concept – modern and sleek camper inspired by aviation with integrated spoiler and dynamic lines. Innovative Danish camper trailer design blending aesthetics and functionality.  
     
     
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Maritime and Aviation | Single-person Jet Seaplane – A Revolutionary Design Concept

This single-person jet seaplane belongs to the same category as jet skis – a powerful, noisy, and adrenaline-filled machine that both fascinates and irritates. While some may find it disruptive, the user embraces the sense of freedom, speed, and the chance to impress those around them.

The concept for the jet seaplane was born during a five-day intensive design course with renowned car designer David Hilton in Cologne, Germany, in August 2010. The course began with rapid sketching and idea development in the first two days, followed by clay modeling or 3D digital modeling during the last three days. Working under tight deadlines with creative freedom sparked the inspiration for this innovative design.

Starting as a simple sketch, the project evolved through several design phases into an advanced concept that combines aviation aesthetics with yacht-inspired elegance. Each iteration introduced new features, such as improved aerodynamics, detailed renderings in Keyshot, and functional elements like a rudder for water navigation.

In April 2014, the project was further refined to create a more polished and detailed final version. This process allowed for greater experimentation and enhancement of both the technical and aesthetic aspects, ensuring the jet seaplane achieved a balance between functionality and sophistication.

Click on the image to view more details and explore the project.

3D rendering of the current jet seaplane concept, designed as a single-person aviation and maritime solution. Rendered in Keyshot and refined in Photoshop, the design reflects joy, inspiration, and innovative technology.  
     
     
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Auto styling | Chevrolet Hvalborg Design Concept | March 2014

The project focused on building a 3D model by first creating large 3d surfaces, cutting into them, and rounding the edges. The design originates from a series of 2D drawings I made in Corel Draw, where I named each project.

This one was called *Hvalborg*, inspired by the popular Danish song "Hvalen Hvalborg" by Shu-bi-dua.

The first attempt to model it in 3D was made in late 2009. In February 2012, I created a new version using 3D Alias Studiotools over three days. Two years later, in 2014, I revisited the idea of building a car based on large sculptural surfaces, further refined and shaped. With this final concept, Chevrolet became the perfect brand to align with the car's aesthetics.

 

Press the picture to see more details.

3D concept images of Chevrolet Hvalborg, a Danish design concept with large sculptural surfaces and rounded edges, 3d model created in March 2014.  
     
 
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Auto styling | Truck design concept | Eliminating blind spots – with inspiration from helicopter cockpits | February 2012

From Idea to Innovative Truck Design
In an era of increasing urban traffic and the focus on cyclist and pedestrian safety, the idea to eliminate truck blind spots was born. Back in 2006, I started working on a radical new design that rethought the truck’s overall structure.

Solving Blind Spots – Inspired by Helicopters
To address blind spot issues, I drew inspiration from helicopters. Helicopters feature large, wraparound windows that give pilots better visibility forward and downward. I applied this concept to the truck cabin, designing multiple glass panels that provide a broader field of vision for the driver.

From Sketches to 3D Models
Beginning with hand-drawn sketches in 2006, I progressed to building a 3D model in **Alias** in 2008. This model focused on form and function. In February 2012, I redesigned the truck in **Alias StudioTools**, creating a streamlined version with aerodynamic and safety-oriented features. Inspired by nature, the design also takes shapes reminiscent of insects, such as ants.

A Forward-Thinking Vision for Urban Environments
The result is an innovative concept that blends function, aesthetics, and safety. By improving visibility and ergonomics, it addresses blind spots and the interaction with vulnerable road users. This design is a vision for how trucks can better integrate into future urban environments with a focus on safety and aesthetics.

Click on the image to view more details about the project.

Truck design concept 2012 – 3D model of an aerodynamic cab designed to address blind spots  
     
     
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Auto styling | Compact 4-Person Golf Cart | February 2012

This innovative design, conceptualized in 2008, was created as a response to existing Danish golf cart production that lacked creativity and originality.

Traditional golf carts often face the challenge of securing golf bags using impractical and inexpensive materials. In this concept, golf bags are seamlessly integrated into the vehicle, where clubs can easily be placed in built-in holders. This creates a more streamlined and functional design while eliminating the risk of bags falling off during play.

Ergonomics have been a major focus of this project. Instead of a traditional straight bench, I introduced a curved bench design that allows three adults to sit comfortably side by side at the front. This makes it quick and effortless for golfers to get on and off the cart after a shot.

This project showcases a blend of functionality, automotive design, and passion for improving the golfing experience.

Click on the image to see more details.

 

Innovative 4-person golf cart featuring luxurious Danish design, ergonomic automotive architecture, and integrated golf bag holders, created for functional elegance and an optimal golfing experience.  
     
 
 
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Auto styling | Redesign of a classic icon, the Jaguar E-type | January 2012

This project began as a school assignment during my second year at Coventry University in Spring 2003, where we were tasked with redesigning a classic car. I chose the Jaguar E-type, a design icon, and developed a detailed 3D model of my concept.

In 2012, I revisited the project, updated my design idea, and rebuilt the concept using 3D visualization tools such as Keyshot. This redesign process combined principles of autostyling, car design, and industrial design, resulting in a modern interpretation of the Jaguar E-type.

In December 2024, I refined the presentation by incorporating new menu visuals. I added pink-themed objects inspired by Jaguar’s branding direction in recent years, which has creatively played with pink elements like stones. Some images now feature pink flowers, plants, and a flamingo, elements that subtly reference Jaguar's bold, modern identity.

Despite the introduction of these vibrant pink details, I have ensured the car retains its masculine elegance and strong design language, balancing tradition and modernity without compromising its iconic status.

A few years after my redesign, Jaguar themselves introduced a new F-type concept that aligned closely with some of the ideas I explored.

Click on the image for more details.

3D-rendered Jaguar E-Type concept redesign showcasing modern autostyling and car design using Alias StudioTools. A modern take on the classic Jaguar E-Type.  
     
     
     
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Product interior design | Dynamic sofa for large spaces

The idea behind this sofa was to experiment with 3D design in Alias StudioTools.

The result is a large sofa, suitable for public spaces, either indoors or outdoors.

The design incorporates elements of automotive styling, with reflections playing a key role in shaping the form.

In KeyShot renderings, the sofa is shown in a striking red, emphasizing its modern and eye-catching appearance. With its organic lines and dynamic design, this sofa is perfect for larger areas where both aesthetics and functionality are essential.

 

Click on the image to view images in larger size.

Dynamic red sofa in a modern design inspired by car design with organic lines. Sofa concept presented in various indoor and outdoor settings. Designed in Alias StudioTools and visualized in KeyShot, ideal for large public spaces.  
     
 

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Design Concept: Stilettos meet the sports world

This project was born from a desire to explore and rethink the shape of a high-heeled shoe. The vision was to merge elegance with sports aesthetics, resulting in the development of a 3D model of a stiletto that incorporates sports logos. My aim was to visualize how a sports brand could enter the high-heel market and thereby redefine shoe design. I used size 35 as a starting point for the basic form and then experimented with different heel shapes and approaches.

 

Unexpected attention on fake sales websites

In March 2021, I discovered that images of this concept were being misused on fake sales websites where the shoes were falsely offered for sale. Even though the shoes do not exist in reality, there were fabricated positive reviews from "buyers." I tried to warn potential buyers through reviews but without success. To protect my work, I added text to the images, clearly stating that it is a 3D illustration only.

nikesko, stiletter, sko, højhælede, højehæle, 3d sko, damesko  
     
 
 
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Summary: Why Choose Roug Design for Your 3D Visualization Needs


Professional Expertise:

  • Over 15 years of experience in automotive, yacht, and industrial design
  • Expert in Alias Studio Tools and Keyshot for premium quality output
  • Efficient workflow maximizing value for your investment
  • Proven track record with international clients

Service Benefits:

  • Flexible project approach - from technical drawings to complete 3D modeling
  • Cost-effective solution compared to traditional photography
  • Quick turnaround for marketing materials
  • Support throughout the entire visualization process
  • Compatible with most professional 3D formats

Deliverables:

  • High-quality static renderings
  • Interactive VR animations
  • Web-ready 3D visualizations
  • Marketing-ready materials
  • Multiple angle variations

Pricing Structure:

The primary investment is in creating or optimizing your 3D model. Once completed, generating additional renders, angles, or VR animations becomes highly cost-effective. Hourly rates cover either design work or 3D styling, ensuring transparent and efficient project management.

Next Steps:

Whether you need a single product visualization or a complete 3D animation package, I am ready to help bring your vision to life. Get in touch to discuss your project requirements and discover how professional 3D visualization can transform your product presentation. You are also welcome to visit my studio in Humlebæk, north of Copenhagen, where we can review your project in person.

     
     
   
     
     

 

Get in Touch

I'm ready to help bring your design vision to life. Let's talk about your project.

 
       
 

Roug design / Lars Roug

Langebjergvej 558
DK-3050 Humlebæk

Landline phone: +45 36 96 45 58
Mobile: (can be provided in collaboration)
Skype: larsroug

Vat no: 29874492

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