How one Italian startup uses renderings to create powerful marketing assets

The 3DEXPERIENCE platform and design tools empower KINDOF to make furniture from ribbed steel rods and rebar.
Kindof makes steel rods and rebar into furniture using the 3DEXPEPERIENCE platform and its design tools.

Ribbed steel rods or rebars are not something we usually see or celebrate as a design feature. Embedded deep within concrete, they’re commonly used for reinforcing structures. Yet one startup in Italy has found a new use case for them, turning them into a unique range of furniture. Embracing the material’s raw, industrial qualities, KINDOF bends and shapes the recycled steel rods into stylish and hardwearing chairs, tables, bookcases and accessories that can be used indoors and outdoors.

Core to KINDOF’s offering is the ability for customers to personalize the furniture with different finishes. They can choose from 24 colors and finishes, ranging from neon pink to anthracite grey. However, showing potential customers every configuration was going to be a challenge. KINDOF knew it would be too time intensive and costly to make and photograph every individual product.

Keen to get its website and commercial materials ready as soon as possible, KINDOF sought an alternative solution. It found the answer at a design technology trade expo in Milan, where it discovered the potential of the 3DEXPERIENCE platform and its design and render tools.

Fast forward to today and KINDOF has created over 2,000 product renders in record time, which are used across its e-commerce website and in all marketing materials.

“The most important thing was to have a high-quality result,” said Camilla Mazzola, brand and marketing manager at KINDOF. “The product shots needed to be comparable to a photo shoot, and they are. But we’ve also been able to take them to the next level by offering a 360-degree view, which is much more immersive.”

Customers can now see each of KINDOF’s furniture products from a variety of different views in all possible configurations on its website. They can also preview how the furniture will look in their own setting through KINDOF’s virtual styling service – all handled on the 3DEXPERIENCE platform.

“We work with them to virtually style the furniture and show exactly how it will fit in their space,” Mazzola said. “It really sells the product to them.”

Read the full story here to discover how KINDOF saved significant time and cost, and successfully built a strong go-to-market campaign using design and render tools on the 3DEXPERIENCE platform.

Patrick Ball

Patrick Ball

Patrick is a Senior Communications Manager on the Corporate Publishing team here at Dassault Systèmes. An experienced journalist, marketer, speechwriter and storyteller, Patrick's words have appeared on pages and stages around the world.
Patrick Ball

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