A new dimension at Habitat Valencia
Every September, Valencia becomes the epicenter of design when Habitat Valencia opens its doors to the international market. Known for its style, innovation, and sustainability, the fair attracts top designers, brands, and creatives from Spain, Italy, and beyond. This year, the spotlight is on the furniture AR experience at Habitat Valencia, where technology and craftsmanship meet to create a new kind of excitement for both professionals and visitors.
RealityMAX brings this transformation to life by allowing designers and brands to create immersive, interactive presentations of furniture pieces. Instead of simply viewing a chair, table, or sofa in a static post, visitors can explore them in augmented reality, rotate them in real time, and even place them virtually in their own space. The result is not just a showcase, but a genuine experience of form, comfort, and function.
Bridging tradition and innovation
Habitat Valencia has always been a celebration of craftsmanship. Andreu World, one of Spain’s most iconic furniture makers, exemplifies this spirit with its dedication to wood, upholstery, and sustainability. Yet even timeless pieces gain a new layer of meaning when combined with AR technology. Imagine exploring the warmth of natural wood grain on a dining table, or the loop stitching of high-quality upholstery, all while experiencing the object at true scale through a phone or tablet.
By linking traditional materials with cutting-edge tools like RealityMAX, the fair achieves a balance between heritage and innovation. This collaboration doesn’t replace the tactile qualities of furniture—it enhances them, giving buyers and interior designers confidence before making decisions.
Interior design reimagined with AR
For interior designers, the furniture AR experience at Habitat Valencia changes how they present and achieve their vision. Instead of relying on mood boards and static renderings, they can create live 3D showrooms where chairs, tables, and seating arrangements can be tested instantly. AR allows them to experiment with colors, layouts, and natural lighting conditions, bringing a sense of comfort and excitement to clients who want to visualize their spaces.
The technology also supports collaboration. Teams from Barcelona, Italy, or even overseas can explore the same 3D scene in real time, leaving annotations, trying out different materials, or adjusting designs with ease. What once took weeks of prototyping can now happen within minutes, making design cycles shorter and more sustainable.
Exploring gardens, cafés, and beyond
One of the highlights of Feria Habitat Valencia is its unique atmosphere—spacious halls, curated gardens, and lively cafés where conversations flow over Spanish coffee. AR extends this immersive environment, allowing visitors to not only admire physical installations but also explore virtual additions. A garden seating collection, for example, can be extended digitally, showing different configurations of chairs and tables that might not physically fit on the stand.
This seamless blending of physical and digital brings a richness to the fair’s exhibitions that was impossible in previous editions. Designers and visitors no longer have to miss out on pieces that couldn’t travel to Valencia. AR ensures that every edition can be as complete, detailed, and inspiring as the designers intended.
Sustainability and the AR link
Sustainability is one of the defining themes of modern furniture design. By using AR, brands reduce the need for transporting full collections across borders, cutting emissions and costs while still achieving a powerful presence at the fair. RealityMAX helps companies create digital twins of their products, linking them directly to the story of their materials, production methods, and values.
In this sense, the AR experience becomes more than just a tool for excitement—it’s a bridge that connects sustainability goals with real-world outcomes. Visitors can explore the form and function of a chair while also accessing information about its recycled fabrics, responsible wood sourcing, or local craftsmanship.
Why the furniture AR experience matters
The furniture AR experience at Habitat Valencia is more than a trend. It represents a new standard for quality and collaboration in the design market. By linking the warmth of traditional materials with the excitement of digital exploration, the fair ensures that no visitor leaves with unanswered questions. They can rotate, scale, and explore every detail of a chair or table, and then take that experience back to their office, showroom, or client meeting.
Ultimately, AR enhances comfort, style, and sustainability while creating memorable moments that align with the spirit of Habitat Valencia. From Andreu World’s timeless wood designs to the bold colors of new market entries, AR ensures that every piece has its chance to shine.