Generating 11 million images direct to Silentnight’s MarTech Stack

A bespoke API-driven solution to power Silentnight’s online bed builder serving 11 million assets direct to their martech stack. Saving storage, time and manpower.

  • Product Configurators
  • CGI Production
  • Content

About Silentnight

Silentnight is the UK’s most trusted sleep brand, and are dedicated to helping the nation get a better nights sleep through a wide range offering of mattresses, beds & bedding.



Silentnight set us a challenge: “How can we empower our customers by helping them to build their perfect bed with ease?”

Enter Silentnight’s Bed Builder – a game-changing product configurator that allows customers to configure every detail of their bed as well as wall colours and flooring to make sure they’ve found the perfect match. Say goodbye to endless searching and hello to your perfect match, tailored just for you.



We built a bespoke, API (an Application Programme Interface extracts and shares data within and across an organisation) -driven product configurator,  allowing customers to choose from the perfect size (single, double, king, super king) fabric colour, storage, mattress choice and more. Every option matters and builds your basket as you go seamlessly swapping out elements based on the customer’s choices. Making for a confident, seamless and friction-free buying experience.

The Results

Believe it or not, these variants equate to a whopping potential 11+ million assets! Rather than create all these assets individually, they are created on-the-fly, powered by the latest in automated tech – allowing for mass personalisation at scale and unlimited configuration options.

Silentnight now has a future proof system that simply wouldn’t be possible using traditional methods – saving them 43TB of storage, thousands of product data management man hours as well as the potential to create 11 million assets on the fly.

Imagine using photography for a project like this; shooting every element of every bed, in every colourway and variant – with the exact same aperture and lighting would be a mammoth task.

We estimate that our digital-first solution is 87% cheaper than if they were to purely use traditional production methods plus,

  • 11+ million potential assets generated providing unlimited configuration options
  • Seamless and friction-free buying experience, complete with basket builder
  • Innovative digital-first solution exceeding the capabilities of traditional methods

Bed Builder has really helped us to simplify the user experience when it comes to purchasing a bed. The cutting-edge technology and seamless integration have transformed the user experience, making it easier for our customers to make high-value purchase decisions and see the finished product within a bedroom environment.

Tom Sloan , Head of E-commerce & Digital, Silentnight

Shoppable Commerce

Effortlessly blend our product configurators into your eCommerce arsenal, simplifying the process of spotlighting your products and boosting sales through a seamless commerce encounter. For more information on our personalised shopping tech check out our Product Configurators page. 


Want to improve your online experience and boost sales?

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