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MOEBE Modular Shelving 3D Configurator Solution
Modular Freedom in 3D: Simplifying the Complexity of Component-Based Design
MOEBE is a Copenhagen-based design studio that refuses to follow the traditional furniture script. Founded by a collaborative team of architects and a cabinet maker, the company is built on a unique component-based philosophy. They create products from individual parts that can be repaired, recycled, and adapted for a lifetime. By integrating the Roomle Rubens 3D Configurator, MOEBE has successfully translated its minimalist, modular DNA into a high-conversion digital experience, allowing customers to master complex shelving systems with ease.
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Mission
MOEBE’s primary mission was to bridge the gap between their limitless modular systems and the customer's need for simplicity. Building on their architectural foundation, they chose to collaborate with Roomle to make the diversity of their models intuitive to explore and visually tangible.
The goal was to provide a digital tool that makes modular complexity simple, enabling users to become the architects of their own living spaces. Through this digital extension of traditional craftsmanship, MOEBE promotes conscious consumption by ensuring every piece of furniture is planned to fit a specific life and space perfectly.
MOEBE Fact Sheet
Industry: Designer Furniture & Modular Systems
Sales model: B2C (Direct) & B2B (Retail/Contract)
Primary markets: Europe (Denmark, Germany, UK) & Japan
Goal: Simplification of modular systems & e-commerce growth
Technology: Roomle Rubens 3D Configurator & AR
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Background
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For over a decade, MOEBE has championed a "minimalism with a twist" approach from their studio just outside Copenhagen. Their shelving system is a prime example of their philosophy. It is built from individual components that allow for complete freedom. However, this modularity, the brand's greatest strength, was also its greatest digital complication.
As MOEBE transitioned from a traditional retail first brand to a digital heavy Direct to Consumer model, they realized that static images were no longer enough to explain that a shelf can be placed at any height. The market demanded a way to play with the components. To scale their growth, especially in design conscious markets like Japan and Germany, they needed a professional 3D solution that reflected their high architectural standards.
Challenge
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The main challenge was to translate complex furniture configurations into an intuitive, visual experience. MOEBE's models offer numerous combination options that previously could hardly be displayed in full. Customers had to rely heavily on their imagination because many variants could not be visualized in a standard webshop environment.
Additionally, the brand needed a tool that would support end customers at home while simultaneously empowering retail partners during consultations. The solution had to be visually superior to match the brand’s aesthetic while being flexible enough to support new product launches and the growing contract business.
Result
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By implementing Roomle’s 3D technology, MOEBE transformed their webshop into a virtual design studio. The results have been transformative for the company's bottom line. E-commerce now accounts for roughly half of the brand's total turnover and continues to grow significantly every year.
A remarkable sixty to seventy percent of shelving sales are now driven through the configurator, often during live online consultations where the sales team designs alongside the customer in real-time. This high-touch conversion model has allowed MOEBE to maintain a consistent, premium experience in stronghold markets worldwide. Furthermore, by using AR and 3D planning, customers avoid guessing on sizes, leading to fewer returns and more targeted, resource-efficient purchasing.
Discover MOEBE’s Configurator Solution
In this video, you can see how the Roomle Rubens 3D configurator was embedded into the MOEBE company website.
MOEBE Adaptable Design & Conscious Consumption
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Nicholas Oldroyd, Co-founder & Creative DirectorThe configurator is a massive part of our shelving sales. Without it, the proposition of a modular system would feel very distant to the customer.
MOEBE
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
MOEBE x Roomle
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Modular Living Made Simple
The configurator turns MOEBE’s modular furniture into a tailored fit for any space. Whether it’s shelving, sofas, or lamps, every piece is adjustable, component-based, and fully customizable. Customers see their designs in real time, which reduces errors and increases satisfaction. With a portfolio of over 50 product designs, the configurator accounts for 60 to 70 percent of online shelving sales through personalized consultations. Modular furniture allows adjustable heights, expandable beds, and adaptable shelving systems, ensuring that each piece fits perfectly.
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Personalized Online Consultations
The configurator is more than an online tool; it serves as an interactive consultation platform. Customers can move elements, resize furniture, test different layouts virtually, and collaborate with MOEBE’s sales team via screen-sharing. With over seven years of integrated workflow between the configurator and the sales team, personalized consultations now drive the majority of online sales for complex products. This approach streamlines decision-making and reduces buyer hesitation, making the purchasing process effortless.
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Photorealistic 3D and AR Visualization
Customers can visualize furniture in their own spaces using high-quality 3D rendering and optional AR features. Virtual furniture feels tangible, allowing customers to check proportions, experiment with colors and modules, and gain confidence before placing an order. Professional architects actively download 3D files to integrate into their projects, while direct-to-consumer e-commerce now accounts for roughly 50 percent of retail sales and continues to grow annually. The modular configurator enables multiple configurations per product, increasing upsell potential and overall satisfaction.
The Rubens solution at a Glance
High-quality, real-time 3D visualization of all product variants
Intuitive configuration of components, heights, and custom dimensions
Structural logic ensures that every custom design is stable and producible
AR “try-before-you-buy” experience for maximum planning confidence in the customers own living space
Automated component lists for effortless B2C and B2B ordering
Save, revisit, and share designs for evolving living spaces
Insider Interview
Nicholas Oldroyd, Co-founder & Creative DirectorAs our products became more modular — from shelving systems to expandable beds — complexity grew. To sell online, we needed the 3D configurator. It’s not just a feature; it turns modular possibilities into something tangible, intuitive, and easy for our customers to understand.
MOEBE
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Let’s talk about how we can help you create engaging, digital product experiences of your own.
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