Nicholas Oldroyd on 3D Configuration at MOEBE: Turning Modular Complexity into a Seamless Customer Experience
INTERVIEW: The story of MOEBE begins in Copenhagen, shaped by architectural thinking, craftsmanship, and a minimalist, modular design philosophy. Founded by two architects and a cabinet maker, the Copenhagen-based studio creates versatile furniture that adapts to a variety of spaces and lifestyles, with in-house production across Europe. From picture frames to shelving systems, MOEBE emphasizes simplicity, adaptability, and sustainability in every product.
But how do you translate this modular mindset into a digital world where customers want to explore, configure, and visualize furniture online? In our conversation with Nicholas Oldroyd, co-founder and Creative Director at MOEBE, we explore why the brand embraced 3D configuration early on, how the Roomle 3D configurator makes complex modular systems intuitive and tangible, and why digital tools have become central to delivering clarity, confidence, and inspiration to both end customers and retail partners. This Q&A highlights MOEBE’s approach to combining Scandinavian design principles with digital innovation to create a seamless and engaging customer experience.
Miriam Gasperl,
17.03.2026
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Interview:
MOEBE offers a range of highly modular, minimalist products guided by the ‘less is more’ principle. What inspired you to bring this vision to life with a 3D furniture configurator?
That’s exactly the challenge we faced. MOEBE started as a design studio run by two architects and a cabinet maker. Our foundation has always been good design rather than disrupting the furniture industry. We began with small component-based products, like a picture frame built from wooden strips held together by a rubber band. Beautiful in its simplicity, versatile, and easy to repair or recycle.
As our furniture became more modular, like shelving systems, expandable beds, and adaptable sofas, complexity grew. To sell online, we needed the Roomle 3D configurator, intuitive, visual, and flexible enough to show all possibilities. It’s not just a feature, it’s essential for turning modular complexity into clarity.
Can you explain MOEBE’s design philosophy?
Components are central. They make products adaptable, sustainable, and long-lasting. Shelves can be placed at any height, and legs adjust to uneven floors. Beds expand from 90 centimeters to 180 centimeters using the same frame.
Component-based design gives the customer control. They can mix and match, expand or shrink, repair or recycle. But flexibility also brings complexity. That’s why the 3D configurator is so important. It transforms endless possibilities into easy-to-understand choices.
What was the initial reaction to the configurator?
Honestly, customer reactions varied at first.
While some immediately loved exploring different configurations, others took a little time to get familiar.
We iterated to balance intuitive design with precision.
Over time, it became core to our online sales, especially for complex modular products.
How does it work in practice?
Customers can explore predefined sets or dive into full customization.
About 30 - 40% configure independently, using augmented reality to visualize furniture in their space.
The other 60 - 70% of shelving sales online involve consultations. The configurator allows our team to deliver a consistent sales process, guiding users through the configurator while adjusting modules, shelf heights, and layouts together.
This combination boosts engagement, conversion, and confidence in the purchase.
What impact has the configurator had on your business?
Massive. E-commerce now accounts for nearly half of our sales, with shelving, ideally suited for configurator use, being a key contributor.
Across our major markets, including Denmark, Germany, the UK, France, and Japan, customers enjoy the same consistent and engaging interface.
What surprised you most after launching it?
The biggest surprise? How seamlessly customers adapted to the 3D configurator. Some jumped straight in, experimenting with every module and configuration. Others preferred a little guidance. Seeing both approaches succeed so naturally showed us that intuitive design and human support can truly complement each other, turning curiosity into confident purchases.
How do retailers interact with the configurator?
Smaller retail partners use it to generate price lists and design ideas. Our top 30 accounts often rely on direct sales, so they are less dependent. Still, onboarding more retailers onto the Roomle 3D configurator could simplify sales across markets.
Looking forward, where is MOEBE headed with configurators?
We are exploring room design integration for contract clients like hotels and restaurants. New categories, such as wardrobes, cafe tables, and chairs, could all benefit from configurators.
Our philosophy remains: component-based design, intuitive digital tools, and user-focused experience.
What’s the biggest mistake furniture brands make when going digital?
Underestimating complexity. If products are modular or customizable, a standard website isn’t enough. Customers need guidance, clear visuals, and confidence before purchasing.
A configurator isn’t a nice-to-have, it’s essential for modern furniture.
Thank you, Nicholas Oldroyd, for the interview and for sharing valuable insights into MOEBE’s connection between modular craftsmanship, digital innovation, and intuitive living.
Learn More About the MOEBE Use Case
After hearing how MOEBE approaches design and customization, the next question is: what does this actually look like in practice?
Their challenge was clear, bringing a highly modular, component-based product philosophy into a digital world without losing its simplicity. With the Roomle 3D Configurator, MOEBE created an experience where customers can intuitively explore, adapt, and visualize even the most complex configurations in real time.
From interactive planning on any device to seeing furniture placed directly in your own space with AR, the result is more than just a tool, it’s a new way to experience design.
The full story shows how MOEBE combines Scandinavian craftsmanship with digital innovation to simplify complexity, increase engagement, and create a seamless buying experience across global markets.
Dive into the full use case and see how modular design becomes truly tangible.