I usually start with an overall idea and the architectural space planning for a defined set of products so that they are all as visible as possible. Typically, I use Sketchup. This example is a restaurant to showcase Hestan Commercial products.

Next is the moodboard that defines the overall look and style of the space along with material selections and product colors. 

Then I work with our CGI partner to bring it to life.

Here are a few other final images: