Peter Horvath: Why 3D Configuration at ADA Is More Than Technology — A Step Toward Sustainable Consumption
INTERVIEW: The story of ADA begins in Styria, shaped by craftsmanship, passion, and a strong spirit of innovation. But how do you translate this pioneering mindset into an increasingly digital world where customers want to experience, compare, and configure products online?
In our conversation with Peter Horvath, Digital Product Support Manager at ADA, we explore why the furniture manufacturer adopted 3D technology early on, how the configurator supports the principle of Mindful Living, and why digital tools are now essential for providing customers and retail partners with orientation and confidence in their decision-making.
Miriam Gasperl,
25.11.2025
)
Interview:
What inspired ADA to develop a 3D furniture configurator?
Our roots lie in Styrian craftsmanship. We combine tradition with a forward-looking mindset. That’s why digitalization isn’t a trend for us—it's a necessity. Especially in the past five years, it has become clear how dramatically information and purchasing behavior have changed: people want to experience products online and make well-informed decisions.
At the same time, we noticed in the B2B sector that 3D visualization has become a firm standard. Retailers expect digital tools that make consulting easier and more illustrative. A 3D configurator is no longer a “nice to have”; it is actively requested. For us, it was a logical step to provide our partners and their customers with a tool that presents our model diversity in a clear and accessible way.
How does the configurator support ADA’s philosophy of “Mindful Living”?
Mindful Living, for us, means making conscious decisions and creating a home that truly fits one’s life. The configurator helps enable this.
People want to gather information and make thoughtful choices without having to visit three furniture stores. With the configurator, they can explore different options at their own pace before making a purchase.
What challenges existed before the configurator was introduced—such as in product visualization, consulting, or the sales process?
Our furniture is incredibly versatile: different sizes, modular compositions, functions, a wide selection of fabrics and leathers, and various leg options. For retailers and end customers, it was often difficult to fully grasp this variety. Printed model lists eventually reach their limits.
The configurator now makes visible what previously could only be explained abstractly. This significantly simplifies the entire decision-making process for a piece of furniture.
How does the 3D configurator connect ADA’s traditional craftsmanship with modern technology and design quality?
We build furniture with great attention to detail—but we can't display every possible variant in a showroom. That would simply be impossible.
The configurator translates our variety into a digital format. This allows customers to experience models that aren’t physically displayed anywhere. It’s the ideal bridge between traditional furniture craftsmanship and contemporary product presentation.
Are there measurable results yet—such as faster purchasing decisions, more efficient processes, or positive feedback from retail partners?
Yes. For example, the most visited product pages on our website are consistently those models that can be configured digitally. All of our top 10 pages include the configurator. And the tool is not yet available across our entire range—it’s being rolled out step by step.
We also see that combinations are being ordered that have never existed in this form before the configurator. The digital representation opens up new options and possibilities for customers.
What convinced ADA to choose Roomle as a technology partner, and how would you describe the collaboration during development?
At the beginning, one thing mattered most to us: visualization quality. Roomle’s demos convinced us. Over the course of our collaboration, we noticed that the software is constantly evolving. It isn’t a static system—new features and improvements are added every month.
The collaboration itself is extremely pleasant. The team works professionally, responds quickly, and is very helpful. It feels as if we have been working together for a long time.
How does the configurator support ADA’s sustainability approach “Respect the Next”—meaning conscious consumption and resource-efficient planning?
Conscious purchasing begins with planning. The Roomle configurator supports this by allowing customers to consider exactly which combination truly fits their home. It saves time and unnecessary trips, leading to more targeted purchasing decisions. This thoughtful and resource-efficient behavior aligns with our sustainability approach, “Respect the Next.
What does ADA’s digital strategy look like going forward? Do you plan to expand the configurator or integrate it more deeply into other touchpoints?
There is still a lot to come. We are considering additional product categories, new features, and new touchpoints. Our goal is to gradually expand our digital tools so that our partners and customers gain an even clearer understanding of our furniture. We are more at the beginning than the end of this journey.
What advice would you give other furniture manufacturers who are considering implementing a 3D configurator but are still unsure?
3D is no longer the future—it is the present.
Without such tools, it will become increasingly difficult to remain competitive. It’s important to choose a provider who continues to evolve and stays flexible because requirements constantly change. Our experience shows that having a reliable technology partner makes all the difference.
Thank you, Mr. Horvath, for the interview and for sharing valuable insights into ADA’s connection between traditional craftsmanship, digital innovation, and mindful living.
Learn More About the ADA Use Case
ADA set out to bring its high-quality furniture tradition into the digital future—by making models, variants, and materials fully visualizable and individually configurable for the first time.
By integrating the Roomle Rubens 3D Configurator into its website, ADA enables an intuitive, interactive planning experience in which customers can design, modify, and compare their furniture in realistic detail and across multiple variations.
The result: a perfect fusion of traditional craftsmanship and modern technology—delivering clearer communication, new sales opportunities, fewer inquiries, and a significantly more efficient and inspiring decision-making process for both end customers and retail partners.