3D Product Configurator for Specifiers

Zentia sought our expertise to build a 3D product configurator allowing users to visualise, design and personalise their products in a wide range of interiors.

  • Product Configurators
  • CGI Production
  • Content

About Zentia

Zentia is the UK’s market leading manufacturer of complete ceiling solutions including mineral ceiling tiles, suspension grids, and floating ceiling systems from their two UK factories based in Gateshead in Tyne and Wear.


Earlier this year, Zentia launched a complex, modular ceiling product aimed at architects, specifiers and ceiling contractors. They needed a cutting-edge product configuration tool to help their customers visualise, design and configure Zentia’s products in a highly interactive, immersive and visually stunning 3D environment. Following a competitive pitch process, Zentia appointed Ride Shotgun to build a configurator with photorealistic and stylish room environments along with a tactile and user-friendly interface.


For the first release of the configurator tool, we focused on building five unique virtual environments (Hotels, Education, Healthcare, Restaurants and Commercial) for nine different canopy and baffle types so that customers could view the products within different interiors, with the ability to change ceiling styles and design aesthetics. Each room offers the option to amend the Island Size, Canopy Size, Alignment and Product Ranges to see how they would look in situ. What’s more, we were able to offer Time of Day and Virtual Walkthroughs to get a truly accurate representation of the products at different times of the day.

The Results

The Sonify 3D configurator is now an essential sales tool that can be woven into the foundation of Zentia’s future sales efforts for years to come, by reducing barriers in the sales journey, offering visually stunning 3D representations and offering unrivalled accuracy during installation.

Project Highlights

Infinite Combinations: 5 unique spaces, 9 product lines, all parametrically driven and configurable in infinite combinations.

Rapid Timescales: Release 1 was delivered in 6 months.

Leading Tech: Cutting-edge technologies were used including Unreal Engine 5 Lumen and Nanite technologies.

Seamless Streaming: Achieved the frame rate of 60FPS

Personalisation – Customers can now experiment with a wide range of products in different colours, shapes and sizes

Improved UX – Sonify 3D Studio removes barriers to a sale with photoreal 3D visualisations

Traceability – Each design has a unique project ID for full traceability to support a single thread of information

Revit – Specifiers and Architects can now download acoustic ceiling designs as Revit files

Bill of Materials – Customers can create a Bill of Materials delivered direct to site for unrivalled accuracy during installation.

‍We chose Ride Shotgun because of their full-service offering (across creative, technology and production) - and of course were blown away by the quality of their work. It really helped that they understood our product and the market we’re working in. We are very excited to create a cutting edge tool that’s leading in the market.

Darren Burns, IT Manager at Zentia


As one of the UK’s leading content production companies, we boast a 150+ strong in-house production team. Whether it’s commercial photographyCGIAR & VR, or product configurators you’re after, we deliver BIG in production, every time.

We’re experts at crushing the content creation game.  

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