Back to case studies
Building productsmodularenterprisefurniturebuilding
Morph Creator: building anything from eight bricks
Morph Bricks Ltd.·
Morph Bricks Ltd. is a UK company selling an innovative modular building system: a cost-effective way for customers to build walls, meeting rooms, spaces and tiered seating of almost any size, with a low carbon footprint using the circular economy.
The catch is that a system like that has no catalogue. What the customer buys is a design they invent themselves, which makes the configurator the product.
What the client needed
Build anything from eight bricks
The company wanted an easy 3D configurator that would let customers use their imagination and build anything they wanted, starting from eight types of brick.
Accounts, pricing and submission
The web application had to let customers sign up, configure, find the price, save their work and submit designs for the company’s review before any order was completed.
A PDF instruction manual
For each project, the configurator had to generate a unique PDF instruction manual so customers could build the design themselves once the bricks arrived.
The solution
The requirements pointed to the Enterprise plan: the company needed a custom user interface, PDF instruction generation, and a native user account module not available on the other subscription plans.
Conceptually the system works like Lego, except that it uses only eight bricks, each with a specific role in the overall construction. To make building practical rather than fiddly, the implementation added a snap function on a grid system, the ability to create brick walls by typing a size rather than placing each brick, and multiplication through copy and paste.
How customers build
Start from the eight bricks
Each brick type has a specific role in the construction, so the whole system is expressed through a small, well-understood set of parts.
Snap pieces to the grid
A snap function on a grid system keeps assemblies aligned, which is what makes free-form building workable rather than frustrating.
Generate walls by size
Rather than placing bricks one at a time, a customer types a wall size and the configurator builds it, then copy and paste multiplies the result.
Price, save and submit
Customers sign in, find the price for their design, save it, and submit it for the company’s review before an order is completed.
Receive the build manual
The configurator generates a unique PDF instruction manual for each project, so the customer can assemble the design when the bricks arrive.
The configurator
Results
A stronger online presence
With the 3D configurator, the company increased its online presence.
A tool customers enjoy using
Customers gained a unique tool for expressing their creativity while building.
Designs reviewed before ordering
Submissions go to the company for review before an order is completed, which keeps unbuildable designs out of production.
Self-assembly documented automatically
Every project generates its own PDF instruction manual, removing a manual step from every order.
In the client’s words
We now have a user friendly creator tool that clients can use which looks great and is fun to use!
Harvey BannerManaging Director · Morph Bricks Ltd.
What a project like this would add today
The snap-and-assemble behaviour built for Morph Creator is now a standard project type. Modular projects provide drag-and-drop assembly with snap-point alignment, rotation, mirroring and undo/redo out of the box, so a similar system no longer needs that behaviour built from scratch. The advanced modular system is an Enterprise capability.
Two further capabilities have been added since:
- AI-assisted setup, which can generate a working configurator from a product description and audit an existing project’s options and logic.
- MCP, which lets an AI assistant connect with a scoped token to inspect projects, evaluate logic and calculate pricing, proposing changes rather than applying them.
None of these were part of the original implementation.
Modular and made-to-fit products
Storage, seating and shelving systems built from modules follow the same drag-and-drop pattern.
Build, deploy and scale 3D commerce.
Own a 3D product configurator to drive sales and generate proposals directly from your website
Related case studies
Iberica Stone: a 3D table configurator with built-in AR
How Iberica Stone launched a 3D stone table configurator with slab, shape, dimension and leg options, built-in AR and quote requests on the Starter plan.
Thermogreen: a glass roof terrace configurator priced from Mendix
How Thermogreen AG built a glass roof terrace configurator with a custom UI and real-time pricing from their Mendix ERP, plus a sales quoting interface.
SocksFactory: designing your own socks in 3D, in three languages
How SocksFactory launched a multi-language 3D sock configurator with fabric colours, customer artwork upload, a 2D design tool and Stripe and PayPal checkout.