Commerce · 3D product · 2026

Forma

Design your chair. See it before it's made.

  • 3D configurator
  • Brand identity
  • E-commerce

The concept

Forma is a made-to-order furniture brand built around a real-time 3D configurator. Customers design a piece — frame, wood, upholstery, dimensions — and see a photoreal render rotate in a gallery space before ordering. It solves the two problems of premium furniture online: the fear of committing to something unseen, and the cost of holding inventory. Each piece is built to spec after purchase. Revenue: DTC made-to-order, plus trade accounts.

Who it’s for

Design-conscious homeowners and interior designers furnishing considered spaces.

Real-time
Configurator conversion tool
0
Inventory held
Trade
Designer spec channel

Brand direction

PreciseConsideredTactileQuietly premium

Museum-white restraint. A soft gallery palette, graphite and warm-wood accents, and a precise grotesk. The 3D configurator is the centerpiece: a single object floating in light with a soft contact shadow, rotatable and reconfigurable. The brand says 'quiet, permanent, yours' — furniture as design object, not fast-flat-pack.

Visual identity

Gallery White

#f4f3f0

Canvas

Graphite

#2e2e2b

Accent

Warm Oak

#b98a5e

Material

Ink

#1e1e1c

Type

Display type

Forma

Cabinet Grotesk — precise, architectural

Text + system

General Sans — spec and configurator UI

Dimensions and material names set in a quiet grotesk; the render, not the type, is the hero.

Voice

A furniture maker's studio: talks joinery, wood grain and proportion; precise, never salesy.

REF · Gallery-grade product 3D — white space, soft shadow, graphite accents, real-time configurator; HAY × Vitra.

Homepage & product interface

Screen 01 · 3D configurator
3D configurator. Design it live: change frame, wood and upholstery and watch a photoreal render update — commit with confidence.

Key product screen

Screen 02 · Brand homepage
Brand homepage. The homepage is a bright gallery — one configurable object at a time, with the configurator one click away.

Marketing angle

Remove the biggest reason people don't buy furniture online — not being able to see it. The configurator is the product demo and the marketing; every share is a bespoke piece.

The campaign

"See It Before It Exists" — social loops of chairs reconfiguring in real time (wood → walnut, bouclé → leather) as thumb-stopping creative, an embeddable configurator for design press and trade partners, and a 'design yours' challenge that turns customer configurations into shareable content.

Instagram/Pinterest 3D loopsInterior-design trade programConfigurator embeds in pressDesigner collaboration drops

Headline directions

“You wouldn't buy a chair you can't see. So configure it.”

“Zero warehouse. Infinite specification.”

“Design it, rotate it, then we build it.”

What Limited Labs built

  • 01Real-time 3D furniture configurator (materials, finish, dimensions)
  • 02Made-to-order commerce with no inventory model
  • 03Gallery-grade brand identity and render art direction
  • 04Trade program and embeddable configurator
  • 05'See It Before It Exists' 3D-led launch campaign

Service demonstrated

Product Lab

3D product experience & product lab — a configurator that removes purchase risk, eliminates inventory cost, and doubles as the brand's primary marketing asset.

Explore this service

Work 23 of 25

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