IkarusDelta

What happens when one chair has thousands of possibilities?

Case study

Built for limitless customization

The Seating Shoppe's extensive library of materials, finishes and configurations demanded more than static product photography. Ikarus created a custom 3D configurator that lets customers explore, configure and visualize their seating in real time.

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THE CONFIGURATION IN ACTION

From fabric choices to the finished chair.

We turned Seating Shoppe’s extensive upholstery and finish options into a visual 3D buying experience. Customers can explore materials, compare finishes and configure their chair in real time by replacing isolated swatches with a complete view of what they’re actually buying.

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The Client

Seating Built Around Your Vision.

The Seating Shopee creates seating solutions for hospitality and food-service spaces, from restaurants to hotels to country clubs, cafes and event venues.

With a broad catalogue of chairs, bath stools, booths and tables, their product can be tailored across materials, finishes and configurations to meet the needs of each space.

A library this large needed more than a catalogue.

The challenge was making an extensive world of materials and configurations feel simple to explore.

THE SCALE OF CUSTOMIZATION

A product that doesn't stop at one version.

The Seating Shoppe builds seating around the needs of each project, rather than around a fixed specification. Customers can shape everything from upholstery and fabric to frame finish, colour and functional details - creating a product that fits the space, aesthetic and use case.

Customization is built into the process from specification to delivery. From dining and restaurant chairs to barstools, banquette seating and lounge pieces, each product can be adapted to the environment it is designed for.

UPHOLSTERY

Seat · In-back · Out-back

MATERIALS

Fabrics · Vinyls · Textures

FRAME

Wood · Metal · Finishes

DETAILS

Nailhead · Tufting

FUNCTION

Glides · Casters

DETAILS

Nailhead · Tufting

DETAILS

Nailhead · Tufting

FRAME

Wood · Metal · Finishes

FRAME

Wood · Metal · Finishes

UPHOLSTERY

Seat · In-back · Out-back

UPHOLSTERY

Seat · In-back · Out-back

MATERIALS

Fabrics · Vinyls · Textures

MATERIALS

Fabrics · Vinyls · Textures

FUNCTION

Glides · Casters

The People Behind the Specification

The chair has to work for more than one person.

A hospitality seating project involves more than the person placing the order. Designers shape the visual direction. Architects consider how the seating fits the space. Purchasing teams evaluate specifications, quantity and value. And hospitality operators need the final product to perform in the environment it was designed for.

The Seating Shoppe serves this ecosystem across restaurants, hotels, country clubs, cafés, bars, banquet spaces and other commercial environments. Its role extends from the initial specification through design and delivery, bringing multiple stakeholders into the process.

INTERIOR DESIGNERS & ARCHITECTS

Materials, upholstery, color and finish need to align with the overall interior concept.

PROCUREMENT TEAMS

Consistency, durability, pricing, quantities and fulfillment become part of the decision.

HOSPITALITY OPERATORS

The seating needs to look right and withstand the demands of restaurants, hotels, clubs and other commercial spaces.

DEALERS & DISTRIBUTORS

They help translate project requirements into the final product and order.

Observed Decision Patterns

Behind every seating specification is a series of choices from the way a chair looks and feels to how it performs in a demanding hospitality environment.

What will it look like in the space?

Buyers need to consider upholstery, colour, pattern, wood tone and frame finish and how those choices work together with the surrounding interior.

Will the final result look like I imagined?

When upholstery, frame, finish and options are selected separately, the buyer needs confidence that the finished combination will actually look right before committing to it.

Will it perform beyond the showroom?

Hospitality buyers need to think about durability, comfort, weight capacity, fire requirements, maintenance and long-term use.

How should the chair be finished?

Wood grain, powder coat and lacquer finishes create another layer of choice with some Seating Shoppe products offering 40+ finish options.

Which material is right?

Fabric or vinyl, grade, pattern, supplier and material characteristics can all influence the final specification.

What needs to change for the space?

Seat construction, handholds, ganging devices, glides, casters and other upgrades can change how the chair functions within a commercial environment.

What will it look like in the space?

Buyers need to consider upholstery, colour, pattern, wood tone and frame finish and how those choices work together with the surrounding interior.

Which material is right?

Fabric or vinyl, grade, pattern, supplier and material characteristics can all influence the final specification.

How should the chair be finished?

Wood grain, powder coat and lacquer finishes create another layer of choice with some Seating Shoppe products offering 40+ finish options.

What needs to change for the space?

Seat construction, handholds, ganging devices, glides, casters and other upgrades can change how the chair functions within a commercial environment.

Will it perform beyond the showroom?

Hospitality buyers need to think about durability, comfort, weight capacity, fire requirements, maintenance and long-term use.

Will the final result look like I imagined?

When upholstery, frame, finish and options are selected separately, the buyer needs confidence that the finished combination will actually look right before committing to it.

Observed Decision Patterns

Behind every seating specification is a series of choices from the way a chair looks and feels to how it performs in a demanding hospitality environment.

What will it look like in the space?

Buyers need to consider upholstery, colour, pattern, wood tone and frame finish and how those choices work together with the surrounding interior.

Will the final result look like I imagined?

When upholstery, frame, finish and options are selected separately, the buyer needs confidence that the finished combination will actually look right before committing to it.

Will it perform beyond the showroom?

Hospitality buyers need to think about durability, comfort, weight capacity, fire requirements, maintenance and long-term use.

Which material is right?

Fabric or vinyl, grade, pattern, supplier and material characteristics can all influence the final specification.

How should the chair be finished?

Wood grain, powder coat and lacquer finishes create another layer of choice with some Seating Shoppe products offering 40+ finish options.

What needs to change for the space?

Seat construction, handholds, ganging devices, glides, casters and other upgrades can change how the chair functions within a commercial environment.

THE VISUALIZATION GAP

How do you see the final combination before it's built?

Online, customers could explore individual materials, finishes and specifications. What was harder was seeing how those choices would come together as one finished chair.

REAL WORLD

Materials become tangible

Finishes can be compared

The complete chair can be understood

at a glance

DIGITAL WORLD

Materials become thumbnails

Finishes become swatches

Specifications become text

The final combination has to

be imagined

REAL WORLD

Materials become tangible

Finishes can be compared

The complete chair can be understood

at a glance

DIGITAL WORLD

Materials become thumbnails

Finishes become swatches

Specifications become text

The final combination has to

be imagined

REAL WORLD

Materials become tangible

Finishes can be compared

The complete chair can be understood

at a glance

DIGITAL WORLD

Materials become thumbnails

Finishes become swatches

Specifications become text

The final combination has to

be imagined

THE BUSINESS OPPORTUNITY

A competitive advantage with a complexity problem.

The Seating Shoppe’s depth of customization is a competitive advantage but every additional material, finish and specification adds another decision to the buying journey. The opportunity was to make that complexity easier to navigate, visualize and turn into a confident product specification.

500+

PRODUCT CONFIGURATIONS

Hundreds of seating combinations across different models, styles and specifications.

3,000+

FABRICS & VINYLS

An extensive material library gives customers flexibility across colour, texture and application.

60+

FRAME FINISHES

Multiple wood, metal and finish options allow each piece to align with the project's design direction.

20+

OPTIONS & UPGRADES

Handholds, tufting, nailhead, welted details, glides, casters and other functional specifications add another layer of choice.

The Seating Shoppe’s made-to-order approach gives hospitality and food-service businesses extensive control over how their seating is specified. But as the number of materials, finishes and product details grows, so does the amount of information customers and sales teams need to navigate before reaching a final specification.

The opportunity was to reduce that friction helping customers understand their options faster, visualize the final product and move from exploration to enquiry with greater confidence.

34%

CONFIGURATION DROP-OFF

18–25 min

SALES CLARIFICATION TIME

22%

SALES CLARIFICATION TIME

THE BUSINESS OPPORTUNITY

A competitive advantage with a complexity problem.

500+

PRODUCT CONFIGURATIONS

Hundreds of seating combinations across different models, styles and specifications.

3,000+

FABRICS & VINYLS

An extensive material library gives customers flexibility across colour, texture and application.

60+

FRAME FINISHES

Multiple wood, metal and finish options allow each piece to align with the project's design direction.

20+

OPTIONS & UPGRADES

Handholds, tufting, nailhead, welted details, glides, casters and other functional specifications add another layer of choice.

The opportunity was to reduce that friction helping customers understand their options faster, visualize the final product and move from exploration to enquiry with greater confidence.

34%

CONFIGURATION DROP-OFF

18–25 min

SALES CLARIFICATION TIME

22%

PRODUCT RETURNS

THE SOLUTION

The product became the interface

The Seating Shoppe's extensive material and finish library needed an experience that could keep up with its depth of customization. Ikarus built a custom 3D configurator that lets customers explore, configure and visualize their seating in real time.

Try in Website

Every layer of the chair can be configured.

Go beyond upholstery with configurable handholds, tufting, nailhead and welted treatments, along with the finishes that complete each detail.

Details
Glides & Casters
Fabric Selection
Frame Finishes

Details
Glides & Casters
Fabric Selection
Frame Finishes

Details
Glides & Casters
Fabric Selection
Frame Finishes

THE SOLUTION

The product became the interface

Real-Time Configuration

Customers can change fabrics, frame finishes and product options directly on the chair. Every selection updates the 3D product visualization instantly.

Interactive 3D Product Viewer

The interactive 3D viewer lets customers rotate, zoom and inspect the product in detail, creating a clearer understanding of the final chair before purchase.

Material & Finish Library

The Seating Shoppe's extensive material library brings fabrics, vinyls, wood finishes and powder coats into the configuration experience, making it easier to explore and compare options.

Custom Upholstery

Customers can independently specify the seat, in-back and out-back, giving them greater control over upholstery, colour and material combinations across the chair.

Product Detailing

Handholds, tufting, nailhead, welted treatments and other upholstery details can be configured as part of the final product specification.

Complete Product Specification

The 3D configurator brings materials, finishes, upholstery & functional options together, allowing to visualize the complete specification before committing to it.

Custom Upholstery

Customers can independently specify the seat, in-back and out-back, giving them greater control over upholstery, colour and material combinations across the chair.

Product Detailing

Handholds, tufting, nailhead, welted treatments and other upholstery details can be configured as part of the final product specification.

Complete Product Specification

The 3D configurator brings materials, finishes, upholstery & functional options together, allowing to visualize the complete specification before committing to it.

THE SOLUTION

The product became the interface

Real-Time Configuration

Customers can change fabrics, frame finishes and product options directly on the chair. Every selection updates the 3D product visualization instantly.

Interactive 3D Product Viewer

The interactive 3D viewer lets customers rotate, zoom and inspect the product in detail, creating a clearer understanding of the final chair before purchase.

Material & Finish Library

The Seating Shoppe's extensive material library brings fabrics, vinyls, wood finishes and powder coats into the configuration experience, making it easier to explore and compare options.

Custom Upholstery

Customers can independently specify the seat, in-back and out-back, giving them greater control over upholstery, colour and material combinations across the chair.

Product Detailing

Handholds, tufting, nailhead, welted treatments and other upholstery details can be configured as part of the final product specification.

Complete Product Specification

The 3D configurator brings materials, finishes, upholstery & functional options together, allowing to visualize the complete specification before committing to it.

“We’ve always believed customization is part of what makes our products different. Ikarus helped us turn that complexity into an experience that feels intuitive, visual and effortless for the customer.”

— The Seating Shoppe

See what Ikarus Delta can do for Your Business

Experience how interactive product configuration can simplify sales, reduce complexity, and improve customer buying experiences. Start with the option that best fits your business.

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Talk to an Expert

Get tailored guidance for your products, workflows, and customers.