Sonify 3D Studio
Innovation overview and development
An overview of the digital innovation
In 2019, Armstrong World Industries sold its EMEA ceilings business to Knauf, creating one of the world’s biggest manufacturing companies. In response to European Commission competition concerns, Knauf divested Armstrong’s UK-based plants producing mineral fibre ceiling tiles and grids, along with the sales teams and customer base in several key territories.
At the time, Zentia did not exist, and we were required to launch a whole new brand. One that had a forward-thinking mentality and a reputation for anticipating customer needs, as well as offering a totally reliable service and product range. To make this achievable, it was vital that we had the innovative digital marketing strategies and technologies included to enhance our customer’s journeys.
As a result, we created Sonify 3D Studio, a seamless specification experience for our clients. By combining parametric design and creativity with simple integration into digital workflows, we created a simple, risk-free process to design discontinuous suspended ceilings.
It offers our customers the ability to deliver design-led, high performance acoustic ceiling systems in large open spaces, whilst adhering to the Golden Thread by being able to download files straight into digital workflows and create a bill of materials ready to be delivered to site.
How the digital innovation was developed, including effective collaboration, knowledge transfer and partnership along the project team
Our market research partner conducted a research study for us through a combination of in-depth interviews and focus group discussions with architects and interior designers. In addition, a focus group session was also held with contractors.
The primary objective was to establish and identify any frustrations with regards to suspended ceiling products from the products available. We also sought to understand the user journey while searching for these products and the issues they experienced, particularly in terms of value engineering as the project developed.
Following this research phase, a number of potential technology partners were approached to propose a solution to our audience’s pain points. CCW were chosen based on their innovative and industry leading proposal.
3D Studio had to be completed in a six-month period to coincide with the launch of Sonify by Zentia. To achieve this, a strict schedule of activities across multiple departments was mapped out from defining the scope, appointing a vendor and defining the customer journey utilising a detailed design approach.
All activities were then mapped out across different divisions of the business with specific tasks and responsibilities assigned. Weekly meetings were held to ensure the project stayed on track and all potential risks were identified and mitigated.
Sonify 3D Studio leverages the power of Unreal Engine 5, a high-end gaming technology, to ensure that we created a photoreal representation of the product within virtual environments created.
Analytics of usage are tracked using a combination of GA4, and additional data pulled directly from the 3D Studios CMS (AWS) This includes number of users, number of registrations, specifications, and projects.
This is monitored and reported to the Senior Management team monthly.
Give details on the measurable commercial results
Sonify 3D Studio introduced a new method of designing and specifying discontinuous ceiling solutions, so we know it would take time for architects and specifiers to change their behaviours towards a new approach to working.
Initially, the launch was an awareness and brand building exercise with the objective of attracting our audience to try 3D studio and experiment with the design possibilities it offered. We wanted to showcase Zentia as a forward-thinking manufacturer that is able to anticipate its customer’s needs, as well as offer a totally reliable service and product range.
From launch on 3rd November 2022, and the following 4-week period, the Zentia Specification team introduced the Sonify system to over 25 Tier 1 Architect Practices, since then we have had a robust commercial strategy. To date securing specifications in excess of 18,000 panels and a number of orders in a variety of configurations, shapes, colours and designs.
In addition, and to compliment these Sonify specifications, over 45,000m2 of our existing product range has been specified alongside the Sonify system. This has allowed Zentia the opportunity to offer a single manufacturer solution to architects and specifiers across the entire project. This in turn will help our ceiling installers to efficiently source specified Zentia products through our UK Wide distribution network.
Following the launch of Sonify 3D Studio, to date, we currently have 60 specifications in process.
The Zentia website is the top source of referrals to the Sonify 3D Studio, creating an average engagement time per session of 4m 05s from those visitors to the tool.
The total number of sessions stands at 3,541, resulting in an engagement rate of 63.46%.
The creation of Sonify 3D Studio has revolutionised and enabled a seamless specification experience for our clients. By combining parametric design and creativity with simple integration into digital workflows, we’ve simplified the process of designing discontinuous suspended ceilings, eliminating risks along the way.
How does this innovation improve processes Sonify 3D Studio considers the entire sales process from inspiration and design through to installation.
• Limitless combinations
o Five unique spaces and customisable blank space, with eight product lines, all parametrically driven and configurable in almost limitless combinations.
• High Quality Streaming
o High-frame rate with no impact on quality
• Personalisation
o Customers can now experiment with a wide range of products in different colours, shapes and sizes
• Improved UX
o Sonify 3D Studio removes barriers to a sale with photoreal 3D visualisations
• Traceability
o Each design has a unique project ID for full traceability across the project, from specification through to facilities management, in order to support a single thread of information.
• Revit
o Specifiers and Architects can now download acoustic ceiling designs as Revit files to input into projects utilising BIM.
• Bills of Materials
o This is supplied via our network of distributors across the UK, Ireland and Iberia. These distributors place their orders with us using the unique project ID generated by our 3D Studio. We then despatch the product to them in the form of a comprehensive ‘kit of parts’.
How might this innovation influence the specification
Sonify 3D Studio was specifically designed to support architects and specifiers with digital planning and parametric design to help make ambitious, large scale and complex discontinuous ceilings simple and risk-free to specify.
Our 3D Studio is accessed via our website, sonifystudio.com, allowing architects and specifiers to register and create as many designs as they wish within five pre-loaded environments and an additional customisable room to deliver design-led, high performance acoustic ceiling baffles, rafts, and canopies in a variety of spaces.
The objectives we defined for Sonify 3D Studio were:
• User Interface and Configuration
o Develop a web space for ceiling design creation
o Design a configurator with adjustable parameters for infinite design choices
o Create a simpler user interface for parameter configuration
• Real-time Visualisation
o Real-time updates as users make selections
o Populate digital CGI scenes with the ceiling design based on user choices
o Maintain constraint logic for various design components
• 360-Degree Experience
o Enable free movement and viewing within the studio
o Implement adaptive lighting based on user’s perspective
o Create an immersive graphical experience for users
• Cross-Device Compatibility
o Ensure responsive design across different browsers and devices (Windows/Mac)
• Saving and Sharing
o Allow registered users to save their final designs
o Enable sharing of saved designs via social media or email
• User Notifications
o Send users an email after design saving
o Include high-resolution images of the design from various angles
o Provide product information related to selected components
o Include a link for future reference to their design
Creation of novel internal systems to produce eco-innovation
Zentia strive to reduce the environmental impact of their products and services and are committed to a digital first approach for all business activities. Sonify 3D Studio is a testament to this as it supports common digital workflows and the Golden Thread of Information, an increasingly important principle in the construction industry that allows the sustainable management of construction products throughout the product lifespans. By supporting the Golden Thread, we aim to preserve sustainability and other product information of our discontinuous ceiling solutions from initial design and specification through the manufacturing process and final delivery to site and beyond. This means that our products can eventually be disposed of responsibly, helping to prevent waste and contamination to the environment.