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Turning 3D visualization into a growth engine
See how MAKE Nordic used Cylindo to visualize every configuration digitally, speed up launches, and give customers more confidence when buying premium furniture online.
Summary
MAKE Nordic’s growth shows that for premium, webshop-led furniture brands, visualization is not just a merchandising tool, it is a sales enabler. By replacing photography-heavy workflows with scalable 3D product visualization and on-demand lifestyle imagery, the brand made customization easier to understand, reduced launch friction, and improved customer confidence across thousands of SKUs.
The challenge
A premium customization promise that photography could not support
MAKE Nordic is a Danish furniture brand focused on architect-designed, sustainable furniture, sold primarily online with showrooms supporting the purchase journey. Because the webshop sits at the center of the business, customers need to be able to explore products, compare variants, and build confidence before purchasing.
Before Cylindo, that experience depended too heavily on traditional photography. That created several structural limitations:
- It was expensive and time-consuming to produce and update visuals.
- It was nearly impossible to capture every fabric and color variant across the collection.
- Launching new products came with a long tail of photography planning, shoots, and edits
- Customers had to imagine variants from swatches (and many hesitated as a result)
In short: MAKE nordic’s product range and customization promise were outgrowing what photography could realistically support.
The best part about Cylindo is how seamless and visually stunning the product experience is. The 3D viewer allows our customers to explore products from every angle and customize them in real time, which has significantly improved engagement and confidence in buying decisions.
Søren Hansen, E-commerce Manager, MAKE Nordic
The solution
Digital-first product visualization built for scale
MAKE Nordic moved to digital product visualization so the full catalog could be represented consistently and updated at the speed the business needed. Instead of trying to keep pace with endless photoshoots, the team built a more scalable visual system around configurable 3D assets and faster content generation.
What Cylindo delivered:
1. Digital-first visual coverage — Product visuals could be managed digitally rather than recreated through repeated photography.
2. 3D product experiences on PDPs — Customers could explore products from every angle and customize in real time.
3. On-demand content generation — Quickshot helped the team roll out product combinations and lifestyle imagery faster, keeping product pages and campaigns current.
4. Variant confidence at scale — Every configuration became easier to see, reducing guesswork and supporting more confident decision-making.
This created a practical system: launch faster, show more, and reduce customer hesitation without scaling photography spend and workload.
Ever since partnering with Cylindo, MAKE Nordic has:
10% → 50%
5x increase in customization adoption
Weeks → days
Faster launches
Higher AOV
Contributing to YoY revenue growth
5,000+ SKUs
Visualized in 3D
The results
From standard selections to active customization
MAKE nordic has seen a major shift in customer behavior. They moved from roughly 90% of customers choosing standard, pre-configured products and only 10% using the modular designer, to a 50/50 split. This reflects a big increase in engagement with customization, with 3D visualization as a key driver.
Shoppers now spend more time exploring variants and colors, and the ability to see choices reduces hesitation, which supports:
- Higher engagement through deeper product exploration
- More customers choosing customized options they may otherwise have avoided
- Higher AOV contributing to year-over-year revenue growth
- Faster go-to-market for new product launches
How Cylindo Enables Confident Buying Decisions
MAKE nordic’s experience highlights three core mechanisms that turn visualization into commercial performance:
Clarity replaces guesswork - When customers can clearly see fabrics, finishes, and configurations, uncertainty goes down.
Customization becomes low-risk - Real-time visualization makes shoppers more comfortable choosing options beyond the default setup.
Speed becomes a growth lever - Launch cycles shrink from weeks to days, allowing the team to spend more time on storytelling and campaigns instead of asset production.
MAKE Nordic used Cylindo to visualize every configuration digitally
Upholstery
This trust translated into 5x increase in customization adoption, and contributing to YoY revenue growth.
Real-life example: Faster launches (Weeks → Days)
A more scalable product-visualization workflow helped reduce launch timelines and shift team time away from asset production.
Without Cylindo
Weeks
Photography planning, shoots, edits, and limited variant coverage slowed launches.
With Cylindo
Days
Fabric and leg combinations could be published much faster.
Beyond eCommerce: Supporting the Showroom Journey
MAKE nordic’s showrooms play a supporting role: customers visit to experience the quality in person and get advice, then finalize purchases online through the webshop.
A consistent digital product experience strengthens that loop by ensuring customers can return home and still see (and trust) the exact configuration they want.
Get advice
Consultants help narrow down the right options, finishes, and configurations.
Complete online
Customers return home and still see — and trust — the exact configuration they want.
The conclusion
Turning product visualization into an always-on product engine
MAKE Nordic’s experience shows how premium furniture brands can scale online customization without scaling photography complexity. By making every important choice visible, the brand improved customer confidence, increased engagement with customization, and accelerated launch speed across the catalog.
For eCommerce-led furniture retailers, the lesson is straightforward: when product visualization is realistic, scalable, and embedded into the buying journey, it becomes a direct driver of revenue, efficiency, and brand perception.
About MAKE Nordic
MAKE Nordic is a Danish furniture brand focused on architect-designed, sustainable furniture. Its collection is developed with Nordic architects and sold primarily online, supported by showrooms where customers can experience the quality in person. The webshop is central to the customer journey, with digital product exploration and customization playing a key role in purchase confidence.
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