When Minotti approached us to create a digital experience for their 2025 Collection, the brief was clear: translate the tactile luxury of Italian furniture into a browser experience that feels as premium as the showroom itself. No static carousels. No flat product grids. A fully immersive 3D environment where users could explore each piece in spatial context.
Discovery and Concept
The discovery phase involved visiting Minotti's Milan showroom, photographing materials and finishes, and understanding how customers interact with furniture in physical space. We noticed that customers don't just look at furniture — they walk around it, touch the surfaces, sit in it. The digital experience needed to capture that same sense of physical engagement.
3D Modeling and Material Design
Each furniture piece was modeled in Blender using reference photographs and CAD drawings provided by Minotti. The real challenge was materials — Italian leather, brushed metal, marble, and fabric each have unique light interaction properties. We used physically-based rendering (PBR) materials with custom roughness and normal maps to achieve photorealistic results at web-friendly file sizes.
The final 3D models averaged 200KB each after DRACO compression — small enough to load instantly while maintaining the visual fidelity needed for a luxury brand presentation.
Spline Prototyping to Wix Studio Deployment
We prototyped the interactive experience in Spline, testing camera movements, lighting setups, and user interaction patterns. Spline's real-time collaboration features let us iterate with the Minotti team directly — they could view changes instantly and provide feedback without technical barriers.
The production build was deployed on Wix Studio, giving Minotti's marketing team full CMS control over text, pricing, and product descriptions without touching the 3D layer. This separation of content and experience is crucial for luxury brands that update collections seasonally.
"The goal was never to replicate the showroom — it was to create something that could only exist digitally. A spatial experience that lets you appreciate furniture from impossible angles, in impossible lighting, at your own pace."
— Priyansh Tyagi
Results and Impact
- ●Average session duration: 4.2 minutes (3x industry standard)
- ●Bounce rate: 18% (vs. 45% on the previous traditional site)
- ●Lead generation: 65% increase in showroom appointment requests
- ●Press coverage: Featured in Dezeen, Wallpaper*, and Designboom
- ●Page load time: 1.8 seconds on mobile (LCP)
This project demonstrated that immersive 3D web experiences aren't just visually impressive — they drive measurable business results. The combination of emotional engagement and functional performance creates a digital touchpoint that truly competes with the physical showroom experience.