How do you prove the value of 3D marketing and commerce to hesitant stakeholders in a given organization? How do you scale production from a handful of assets to thousands without sacrificing quality? And most importantly, how do you bridge the gap between innovation and practicality in a marketplace that demands faster, better, and more immersive solutions?
These questions have long plagued retailers and brands as they strive to keep pace with evolving customer expectations. Traditional photography—the industry standard for decades—has proven expensive, slow, and difficult to scale. Shipping products to photo studios, staging them, and managing the entire production process isn’t just inefficient—it’s outdated.
The question isn’t whether 3D content is the future; it’s whether businesses can overcome the operational bottlenecks that hold them back. Success requires more than cutting-edge technology—it demands strategic collaboration, clear processes, and a shift in how brands approach visual content creation.
This was one of many takeaways in a video interview between Mike Festa, CTO of SuperDNA 3D Lab, and Lego Group’s strategy lead Lauren Taylor (video embedded below).
The Start of a Revolution: Wayfair’s Bold Leap into 3D
Lauren Taylor started her 3D journey at Wayfair. When she joined the company in 2014, 3D operations were still a novel concept. The team started with just a handful of members, tasked with exploring a single question: could 3D modeling be more scalable, cost-effective, and impactful than traditional photography?
“Traditional photography comes with steep logistical hurdles—shipping, storing, and managing physical products,” Taylor explains. “3D content eliminated many of these barriers, creating a faster, more efficient way to produce assets at scale.”
During Lauren’s tenure, Wayfair’s 3D operations team grew to nearly 200 members, revolutionizing how the company approached visual content. By building a scalable infrastructure, Wayfair was able to significantly reduce costs and speed up production times while enhancing the customer experience with immersive visuals.
Scaling 3D for Everyone: The Birth of 3XR
The success of Wayfair’s 3D operations highlighted a larger industry challenge: many brands lacked the expertise and infrastructure to create scalable 3D content. Recognizing this need, Taylor teamed up with Mike Festa to co-found 3XR, a platform designed to help brands harness the potential of 3D modeling.
“At 3XR, our mission was simple but ambitious,” Taylor says. “We wanted to make 3D accessible to brands of all sizes, creating assets they could reuse across platforms like Amazon, Target, and Wayfair.”
But building a successful 3D platform wasn’t just about the technology—it was about people. Taylor emphasizes the importance of collaboration in scaling innovation:
“Choosing the right partners was critical. We looked for vendors who could adapt, communicate openly, and align with our systems to ensure seamless integration. It’s not just about technical skills—it’s about building relationships that can grow with your business.”
3XR became a bridge between innovation and accessibility, helping brands navigate the complex process of creating and deploying 3D assets at scale.
LEGO: A Masterclass in 3D Integration
Today, Lauren serves on the Global Insights team at the LEGO Group, a company renowned for its 3D-first approach to design, customer experience, and storytelling. From app-based instructions that replace traditional manuals to immersive gaming experiences, LEGO demonstrates how 3D can enhance every aspect of a brand’s operations.
“LEGO’s approach to 3D is holistic,” Taylor says. “It’s not just about creating products—it’s about leveraging technology to engage customers in new and exciting ways.”
Taylor points to LEGO’s use of 3D assets in digital and physical environments as a model for other brands. By integrating 3D technology into design, marketing, and customer engagement, LEGO has created a seamless ecosystem that’s both innovative and scalable.
The Blueprint for Scaling 3D Operations
Lauren Taylor’s experience offers valuable lessons for brands looking to adopt or expand their use of 3D technology. Here are three key principles she highlights:
- Streamline Operations: 3D modeling reduces the logistical complexities of traditional content creation, allowing brands to scale faster and more efficiently.
Example: Digital assets can be created in days rather than weeks, eliminating the need for shipping, storage, and physical product handling.
- Focus on Customer Experience:
Immersive 3D content enables brands to engage customers in meaningful ways, from AR-powered product try-ons to interactive shopping experiences.
Example: AR integrations let customers visualize furniture in their homes, improving confidence and reducing returns.
- Collaborate with the Right Partners:
Scaling 3D requires vendors who can align with your processes, adapt to your needs, and maintain quality at scale.
Example: At 3XR, Taylor prioritized partners who could integrate seamlessly into their systems, ensuring smooth and efficient operations.
Why 3D is the Future of Retail
Taylor believes the future of retail will be shaped by brands that embrace 3D as a foundational technology. Younger generations, accustomed to interactive platforms like Roblox and Fortnite, are driving demand for immersive, personalized experiences.
“In the near future, 3D content won’t be optional—it’ll be expected,” Taylor predicts. “Brands that invest now will be the ones leading the way in delivering next-level customer experiences.”
But the shift to 3D is about more than technology—it’s about mindset. Taylor emphasizes the need for brands to think beyond short-term challenges and focus on the long-term value of building a 3D-first ecosystem.
A Vision for Tomorrow
Looking ahead, Taylor envisions a world where 3D content is seamlessly integrated into every aspect of our lives, from retail and entertainment to education and beyond.
“3D technology has the potential to revolutionize how we interact with the world,” she says. “It’s not just about creating digital assets—it’s about transforming operations, enhancing customer experiences, and shaping the future of entire industries.”
With leaders like Lauren Taylor at the helm, the future of 3D is as promising as it is exciting. Her journey is a testament to the power of innovation, collaboration, and vision in driving meaningful change.
SuperDNA 3D Lab is a full-service 3D solutions provider. It creates 3D content, distributes it across various channels, and manages it in its own cloud servers for elevated eCommerce and other endpoints.
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