Every room concept began the same way: a designer opening catalogue spreadsheets and image folders and hunting, item by item, for furniture and decor that fit a client's brief. That hunt took hours before a single concept board was ready to present, and it was the same hours spent again for every brief, regardless of how similar it was to work the designer had already done.

The first attempt often was not the last. Clients frequently rejected the first concept outright, which meant the hours already spent assembling it produced nothing a client wanted, and the designer went back to the same slow hunt for a second attempt. Across 14 regional hubs, that pattern repeated constantly, with no way to shortcut it.

Growth exposed the ceiling. Lead volume kept growing, but the number of paid projects each designer could carry plateaued, because assembly time, not design judgement, was the limiting factor. Hiring more designers meant hiring more hours of manual catalogue hunting, not more of the creative work clients were actually paying for.

We built a generative design application that starts from the client's own brief. A client's description, their room photos and a style quiz feed a fine-tuned diffusion model that composes catalogue furniture into photorealistic scenes, using product-preserving inpainting so the furniture placed into a scene stays recognisably the real, purchasable item rather than a generic render.

Every brief produces three rendered room concepts rather than one, so a designer has options to present instead of a single attempt that might be rejected outright. Designers refine the generated concepts rather than starting from a blank spreadsheet, swapping items from live inventory with prices and shoppable links attached automatically, so a refined concept is already a shoppable one.

We kept the designer firmly in charge of the outcome. The model proposes scenes built from real catalogue products, but a designer decides what stays, what gets swapped and what the client ultimately sees, so the judgement that made the marketplace's concepts good in the first place stayed exactly where it was, just no longer buried under hours of manual hunting.