About CELA / 01
We make product configuration intuitive.
Manufacturers have always searched for better ways to explain configurable products. CELA transforms engineering complexity into interactive buying experiences customers can understand with confidence.
Explore the ideaThe long view / 02
Configuration has evolved.
The medium changes. The human need does not.
Sales
Printed
Catalog
Specification
Sheet
Product
Website
Photos &
Video
3D
Viewer
Interactive
Configurator
SINI 3D AI (CELA)
08AI-assisted
Spatial Builder
Configuration has always been about understanding.
Every generation has introduced better ways to explain configurable products—from catalogs and spreadsheets to videos and interactive 3D.
The goal has never changed: help customers understand what they’re buying.
CELA exists to build the next generation of that experience.
Signals, not slogans / 03
Why manufacturers trust CELA.
Credibility is built by solving hard interaction problems—again and again.
2018
A foundation in interaction
Founded in Vancouver, Canada, with a belief that complex products deserve clearer digital experiences.
IRAP
Innovation, backed
Supported by Canada’s NRC–IRAP innovation program to advance interactive technology.
FIELD
The Experience Behind CELA
Long before CELA began developing advanced configurators, our founders had already contributed to large-scale interactive projects for organizations including the Royal Canadian Air Force, Mercedes-Benz Canada, YVR International Airport, BC Children's Hospital, and the The Palace Museum.
Today, that same technical foundation drives the way we design intuitive experiences for highly configurable products.
R&D
Deep technical roots
Experience across realistic AR, real-time rendering, lighting algorithms, and patented interactive technology.
NOW
Configuration, in focus
Today, we build advanced configurators for products where every decision affects the next.
NEXT
Intelligence with purpose
Researching AI-driven spatial interaction and buying guidance—not for novelty, but for better decisions.
Built by specialists / 04
Different disciplines.
One shared goal.
01
Technical Artists
- Real-time rendering
- PBR materials
- Lighting
- Optimization
02
Software Engineers
- Architecture
- Backend integration
- Performance
- Web graphics
03
Configuration Specialists
- Product logic
- Dependencies
- Validation
- Dynamic pricing
04
Experience Designers
- UX
- Buying journey
- Information architecture
- Visual storytelling
Making complex products intuitive.
How we work / 05
Built together.
Every successful configurator comes from close collaboration between product experts and interaction experts.
ManufacturersKnowledge · Rules · Reality
Bridge
model
model
Interaction expertsJourney · Clarity · Systems
Manufacturers understand their products. We understand how customers experience them. Together, we make both visible.
“I need space for four, in winter.”
Understand intentCheck compatibilityRecommend a build
3 compatible configurations
Looking ahead / 06
The next generation of configurators.
Future configurators won’t simply visualize products. They will understand customer intent, recommend compatible products, answer questions, and guide buyers through complex decisions.
CELA is actively researching AI-driven 3D spatial interaction and intelligent buying experiences to bring these capabilities into future configuration platforms.
C/F
Meet our founder / 07
A vision shaped by the space between engineering and experience.
CELA was founded on a simple observation: configurable products are often remarkable, but the process of understanding them is not. Our vision is to close that gap—combining technical depth, design clarity, and genuine product curiosity.
Connect on LinkedInOur philosophy / 08
A great configurator isn’t measured by polygons.
It’s measured by understanding.
It isn’t about adding more options.
It’s about making every option clear.
It isn’t about showing products.
It’s about helping customers make decisions.
It isn’t about technology.
It’s about confidence.
Behind the interface / 09
A configurator is more than a 3D model.
A great configurator isn’t built around geometry. It’s built around product knowledge.
Every option.Every dependency.Every compatibility rule.Every pricing rule.Every engineering decision.
Working together to help customers configure with confidence.
01OPTIONS
02DEPENDENCIES
03COMPATIBILITY
04PRICING
05ENGINEERING
CONFIGURE
Valid configuration
Start a conversation
Let’s build something
customers understand.
We’d love to learn about your products and explore how configuration can make them easier to understand, easier to sell, and easier to maintain.
Book a Meeting