Background and Context
Prostoria is a premium furniture manufacturer positioned as an innovative, contemporary design brand with a sustainable approach to growth and clear ambitions to expand across European and US markets. Its products are known for high modularity, transformable design solutions, and a wide range of materials, fabrics, and configuration options.
Project Objectives
The initial brief we received was deceptively simple: "We aren't looking for many new functionalities, but we need a 'wow' effect."
While the request focused primarily on aesthetics, our approach at Netgen is always to look beyond the surface. We knew that a visual refresh alone wouldn't solve the business challenges of scaling in the US and European markets or support the brand's long-term growth. We had to dig deeper.
Research and Creative Insight
Even before the formal kickoff, we surveyed around 150 architects and designers to identify the core expectations for such a platform. The project began with a detailed analysis of the brand, competitors, and digital trends within the furniture industry. During the discovery phase, this was expanded with:
Professionals emphasised the need for:
End customers expressed the need for:
Dealers didn't need a brand presentation; they needed a robust sales tool to showcase the versatility of the products to their customers.
From these findings we defined the objectives, together with the client:
Concept design ran in parallel with the workshops and continued after them. Working from the research, we shaped the core concept of the new platform: a digital product catalogue combined with an advanced 3D configurator and AR functionality.
One of the key concerns was how to fully present product complexity and modularity online. A significant part of our role was to consolidate deep product knowledge and translate it into a structured, scalable digital system.
The solution: Taming Complexity
The concept we arrived at was to allow users not only to browse products, but to explore, customise, and test them in real-world contexts.
That required work on three fronts:
1. Content Consulting & Structure
Prostoria’s product data was vast and complex—hundreds of models and thousands of fabric variations. The client brought the product knowledge and the ambition; the structure it would take online still had to be designed.
We didn’t just wait for a folder of assets. We worked side-by-side with the client to structure product data, define workflows, and even develop the initial content for core pages.
In total, the platform includes:
2. Empowering the Professionals
Based on our research findings, we developed a dedicated Professionals section. Instead of dry technical listings, we showcased Prostoria’s expertise in managing large-scale projects (e.g., hospitality). We shifted the narrative from simply displaying furniture collections to demonstrating an understanding of the project's ecosystem, directly addressing the pain points of architects.
Beyond that, to enable faster integration into their design workflows, we also provided professionals (architects and designers) with:
3. Supporting end customers
To address what the research surfaced, we built three things for end customers:
All features are unified within a clean and intuitive interface, with advanced filtering options that allow users to navigate a highly complex product catalogue with ease.
The same catalogue and configurator gave dealers the sales tool the research said they were missing, and they now use it in front of their own customers.
Technical Implementation and Back Office
In order to ensure visual modularity and tactile quality of Prostoria products for all target groups, it was necessary to develop a top-notch 3D configurator. Off-the-shelf solutions were not an option for a brand obsessed with details.
We developed a key component of the 3D configurator: a bespoke back-office system, functioning as a Product Information Management (PIM) platform.
The administrative interface allows editors to manage:
The CMS was heavily extended with custom modules and operates in a headless architecture, connected to a frontend via a robust API platform.
Additional technical features include:
This made it possible for the Prostoria teams to efficiently manage an extremely complex and constantly evolving product catalogue, allowing them to adapt to specific market needs with flexibility. The result is a configurator that doesn't just function—it feels premium, allowing customers to visualise modularity down to the finest detail.
The Hidden Ingredient: A True Partnership
This platform was never a single-agency project. It was made by a group of teams working from different countries, each bringing a discipline that none of the others could have replaced: Jeannette Altherr on art direction, Clase bcn on UI design, Polymachine on 3D rendering and the visual core of the configurator, ODA Communications on copywriting, Prostoria’s own team on content, product knowledge and coordination — and Netgen on digital strategy, research and UX, concept design, technology and development.
Some of these teams had years of shared history; others were meeting on this project for the first time. All of them came in as experienced professionals with a clear domain of their own, and each discipline ended up sharpening the others.
A project of this scale and quality would have been impossible without Prostoria’s absolute trust and massive engagement. The sheer volume of content their team prepared was immense. Throughout the process, the line between client and partners blurred. Everyone involved trusted the shared direction even when the tasks were daunting, and their tireless effort was the fuel that brought this digital ecosystem to life.
Beyond our own scope, a part of Netgen’s role was coordination — making sure that art direction, interface design, 3D systems, content and business requirements resolved into one coherent platform. But the platform is the product of that synergy, not of any single contributor. And the collaboration did not end at launch: the same group is still in touch, and still working together on Prostoria’s new digital initiatives.
Results and Business Impact
The project significantly exceeded expectations shortly after launch:
Beyond immediate performance metrics, the client gained:
The collaboration continues, with further features planned in the areas of automation, deeper ERP integration, and ongoing UX optimisation.
"A special thanks goes to the Netgen team... throughout the whole process, you showed incredible dedication, carefully listened to and understood all our wishes, and often suggested even better solutions yourselves. [...] Today I truly feel that our website has finally reached the level of our products, our quality, and our design – and stands proudly alongside the role models we look up to in the global design world."
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