ADA 3D Sofa Configurator Solution
Design furniture individually and experience it realistically — anytime and anywhere.
ADA is one of the leading upholstered furniture manufacturers in the German-speaking region. For generations, the Styrian company has combined traditional craftsmanship with modern technology and a clear vision: creating furniture that accompanies people in their everyday lives — high-quality, sustainable, and individually adaptable.
With the Roomle Rubens 3D Configurator, ADA is now bringing this tradition into the digital future: customers and retail partners can configure sofas fully in 3D for the first time, explore different variants, and experience designs in realistic detail.
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Mission
ADA’s mission was to make conscious consumption and high-quality living environments even more accessible through digital tools.
Building on decades of furniture-making tradition, ADA chose to collaborate with Roomle to make the diversity of its models intuitive to explore, visually tangible, and reliable for planning.
With Roomle’s Rubens 3D Configurator, the entire selection and consultation process has become simpler, clearer, and more modern — both online and in retail.
The ADA sofa configurator allows customers to realistically test different sizes, functions, fabrics, and variants, helping them make conscious, well-considered decisions. At the same time, the tool enhances clarity and efficiency in the sales process.
This collaboration represents a new way to experience furniture before purchase — a digital extension of traditional craftsmanship.
ADA Fact Sheet
Industry: Upholstered furniture manufacturing
Sales model: B2B, selected B2C touchpoints
Project start: 2024
Objective: Digital product visualization, improved consultation quality, support for “Mindful Living”
Primary use cases: Company website, retail partners, consultation sessions, trade fairs
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Background
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ADA’s product range is characterized by enormous variety: different sizes, modular configurations, functions, fabrics, leathers, and numerous leg options. This diversity made consultation and planning in retail increasingly challenging. Many variants could not be displayed in showrooms, while printed model lists no longer reflected the true scope of possibilities.
At the same time, information and purchasing behavior changed significantly: customers now research more extensively online, want to experience variants realistically, and make well-prepared decisions. In the B2B sector, 3D visualization has also become increasingly standard, with retailers demanding digital tools that make consultation easier, more precise, and more modern.
To address these challenges, ADA decided to fundamentally modernize its digital product presentation—without losing its craft-based identity. The 3D configurator was designed to make the full range of variants visually accessible, simplify the sales process, reduce misunderstandings, and support customers early in their decision-making journey.
Challenge
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The central challenge was to translate the complex furniture configurations into an intuitive, visual experience. ADA’s models offer countless combination possibilities that were previously difficult to represent in full. Customers had to imagine descriptions instead of actually seeing the variants.
At the same time, a tool was needed that would help end customers find their ideal configuration at home while also supporting retailers during consultations. The solution had to reflect ADA’s high quality standards while being flexible enough to be continuously expanded.
Result
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With Roomle’s Rubens 3D Configurator, ADA has taken a decisive step toward a digital future. Customers can now interactively design their sofas, compare materials, and experience designs in realistic 3D views — long before a piece of furniture is produced.
For retailers, the result is a modern, visual consultation process with clearly structured variants and significantly faster purchasing decisions. Notably, the most visited pages on the ADA website are those models already equipped with the configurator. New configurations are also emerging that had never been ordered before digital visualization — a clear indicator of additional sales opportunities.
The collaboration with Roomle impressed ADA through high-quality visualization, continuous software development, and professional, reliable project support.
ADA’s sustainability approach, Respect the Next, is also strengthened: through digital planning, customers can conveniently evaluate from home which configuration truly fits. This saves time and reduces unnecessary trips, leading to fewer mistakes — a direct contribution to conscious and resource-efficient consumption.
Discover ADA’s Configurator Solution
In this video, you’ll see how ADA combines traditional Styrian craftsmanship with modern technology by integrating the Roomle Rubens 3D Configurator into its company website.
The result: a seamless digital experience that allows high-quality sofas to be configured realistically, intuitively, and fully online — enabling conscious decisions, greater planning confidence, and an entirely new way to experience furniture.
Mindful Living & Conscious Consumption
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Peter Horvath, Digital Product Support ManagerMaking conscious purchasing decisions begins with thoughtful planning. The configurator allows customers to compare variants at their own pace and choose the piece of furniture that truly fits their life.
ADA
Experience it before it’s built: Real-time AR preview
With just one click, customers can bring their individually configured sofa to life and visualize it in real time directly in their home, living space, or showroom.
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Highlights
Point-of-Sale Experience
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Immersive Customer Experience
The ADA 3D Sofa Configurator offers a seamless, interactive design experience across all devices. Customers can explore sizes, functions, fabrics, leathers, and leg options in lifelike detail — visualizing every configuration in real time and, if desired, placing it directly in their living space via Augmented Reality (AR).
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Streamlined Sales and Quoting Process
Each configuration instantly generates clear, structured product data, enabling retail partners to create precise, sales-ready quotations within minutes. Fast loading times, real-time updates, and visual clarity reduce follow-up questions, streamline consultations, and accelerate the entire decision-making process.
Consistency and Control Across Channels
Thanks to standardized product logic, the configurator ensures that every configured variant aligns with ADA’s model guidelines. Whether online, in the showroom, or during a video consultation — ADA delivers a consistent, high-quality buying experience that blends traditional craftsmanship with modern technology.
The Rubens solution at a Glance
High-quality, real-time 3D visualization of all sofa variants
Intuitive configuration of sizes, modules, functions, fabrics, leathers, and leg options
Rule-based logic ensures that only producible variants can be selected
AR “try-before-you-buy” experience for maximum planning confidence in one’s own living space
Automatically generated configuration and product summaries for sales and consultation
Save configurations, revisit them, and easily share via email
Insider Interview
Peter Horvath, Digital Product Support ManagerOur configurator is the perfect bridge between traditional Styrian craftsmanship and modern product presentation — it makes visible what previously could only be explained.
ADA
Did this project spark your interest?
Let’s talk about how we can help you create engaging, digital product experiences of your own.
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