As digital product presentation becomes increasingly central to furniture retail and manufacturing, the demand for fast, flexible visual content continues to rise. For many brands, however, producing consistent imagery across large collections remains a costly and time-intensive process. Mazing GmbH, founded in 2021, approaches this challenge by combining AI, 3D and AR into a single workflow.
The company's origins lie in a practical challenge. As Stuart Cheney, Business Development Director at Mazing GmbH, explains, 'There were a lot of bottlenecks around creating imagery for products,' a limitation that ultimately shaped the direction of the business.
© Mazing
Founders of Mazing from left to right: Marco Messner, Stefan Sprenger, Manuel Messner
From jewellery to interiors
Mazing's foundation stems from a shift away from a jewellery brand, where the complexity of producing product visuals became a constraint. 'They realised that this bottleneck was actually a bigger opportunity than the jewellery itself,' Stuart says. The founders sold the business and reinvested in building a platform focused on visual production.
Although the technology can be applied across sectors, demand naturally emerged from the interiors industry. 'We just found ourselves gravitating towards furniture because that's where the most interest was,' he explains.
The scale of production plays a key role. 'Doing a lifestyle shoot for a thousand sofas is very different from doing one for smaller products,' Stuart notes, pointing to the logistical and financial pressures manufacturers face when working with larger items.
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Quality and control combined
For clients, consistency and collaboration are recurring themes. 'The two things we hear most are the quality and the customer service,' Stuart says. He highlights feedback from a designer who valued the stability of the platform, noting that 'it never changes in ways that disrupt the workflow'.
This consistency is paired with ongoing support. 'We're not a sign-and-go software,' he explains. 'Clients can reach out and say, "We're trying to do this, can you help?" and we're always involved in that process.'
At the same time, development continues at pace. 'We're constantly releasing new tools,' Stuart adds. A recent example is the introduction of a bulk uploading feature. 'Clients can upload 100 images, apply a prompt, and have everything ready in minutes,' he says, describing how the platform is moving towards more scalable workflows.
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Reducing cost and complexity
A key advantage for manufacturers lies in consolidation. 'You can go into your warehouse, take a few photos, and we can create whatever visualisation you need from there,' Stuart explains. This reduces reliance on multiple providers across photography, 3D modelling and post-production.
The financial impact is significant. 'It's not uncommon for clients to reduce their budgets by around 75%,' he says. In one case, 'a client went from 60,000 dollars a year on photography to around 16,000 while keeping the same level of quality'.
Beyond cost, the platform also shifts creative control. 'Instead of just getting photos back, clients have much more input,' Stuart notes. This flexibility allows brands to adapt visuals for different markets. 'They can create unique photography for each retailer or region,' he adds, without additional physical production.
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Scaling content for the future
Looking ahead, Mazing is focusing on accessibility and scale. 'We want clients to be able to upload 100 images, click once, and have everything done in minutes,' Stuart says, describing the push towards more efficient self-service tools.
At the same time, the company is addressing barriers to adoption in 3D and AR. 'A lot of clients are concerned about the upfront investment,' he explains. 'We're working on ways to lower those costs and make it more accessible.'
For Stuart, these developments reflect a broader shift in the industry. 'Every product visualisation is going to function completely differently in five years than it does now,' he concludes.
Readers of this article can try Mazing AI photography for free: www.mazing.ai
More information:
Mazing GmbH
Aspangstrasse 53, 12
1030 Vienna
[email protected]
www.mazingxr.com
+43 664 210 5707
Austria
