Configura Proposes Technology Over Physical Showrooms
A guest blog by Configura suggests investing in technology like virtual presentations, rather than incurring costs for physical real estate and showrooms within the furniture industry.
Software company Configura is proposing a new approach for the furniture industry. A guest blog advocates for investing in virtual technology instead of physical real estate and showrooms. The blog highlights how maintaining traditional, expensive showrooms is becoming outdated with the rise of hybrid work culture. Companies are encouraged instead to consider investments in technology that allows for the creation and presentation of imaginative spaces digitally. This approach could significantly reduce real estate costs and rental fees.
A Pinterest challenge undertaken by Konvergent Solutions successfully created renderings of 10 real-life spaces in 10 days using Configura's CET Commercial Interiors software and Twinmotion technology. The challenge demonstrates how quickly a digital reality can be established and how it can fulfill the needs of physical space presentations.
The author suggests that furniture design companies could leverage digital presentations and virtual reality technology. This doesn't necessarily mean completely eliminating physical showrooms, but rather redefining their role. For instance, Porter Seattle's "radical hospitality" model integrates a cafe, bar, and workspace into the showroom, creating a multifunctional and appealing environment. In the future, the role of virtual reality and digital experiences in sales and marketing is likely to grow.