THE REAL MAG. | The Digital Innovation Agency

What THE REAL MAG. | The Digital Innovation Agency does

THE REAL MAG., operating legally as XR-Studio B.V., is a Dutch digital innovation agency founded in 2011 in Weert, Netherlands, originally positioned as a virtual reality studio before rebranding in 2019 to broaden its offering around 3D visualization and AI-driven product imagery. The firm serves enterprise B2B and B2C brands across manufacturing, building materials, construction, footwear, industrial machinery, and consumer goods, with current commercial focus on the Netherlands and the DACH region. Its client roster includes Bata, Komatsu, Mosa, Nubikk, Henra, Expandable Trailers, Briggs & Stratton, Van Aarsen, Ranpak, Bosch, and Sekisui, among others.

The agency's core products combine 3D scanning, server-side rendered 3D configurators, AI-generated product photography, websites, and a Technical Innovation Director (TID) advisory service. Underlying technology includes a proprietary server-side rendering pipeline and an AI image-generation workflow capable of producing over 4,800 images per week; the pipeline wraps third-party generative models (Higgsfield is named) with internal orchestration to deliver product imagery at industrial scale. The company also runs its own e-commerce test environment ("Proeftuin") to validate offerings against live transactions.

Revenue is generated through three streams: fixed-fee project engagements priced between €10,000 and €75,000+, tiered monthly subscriptions for configurator access (€150, €300, or €600 per month), and usage-based pricing for AI photography at €0.33 per image. The company is founder-led, bootstrapped with no external funding, and operates with a lean team of approximately seven people anchored by three senior professionals.

Name

THE REAL MAG. | The Digital Innovation Agency

Legal name

XR-Studio B.V.

Website

https://therealmag.eu

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

1–10 employees

Short description

THE REAL MAG. (XR-Studio B.V.) is a Weert-based Dutch digital innovation agency providing 3D configurators, AI product photography, 3D scanning, websites, and Technical Innovation Director advisory services to enterprise brands in manufacturing, construction, footwear, and consumer goods across the Netherlands and DACH region.

Ownership category

akta.pro rank

Product category

Digital Visualisation Services

NAICS

Custom Computer Programming Services (541511), Commercial Photography (541922), Software Publishers (513210)

SIC

Services-Mailing, Reproduction, Commercial Art & Photography (7330), Services-Motion Picture & Video Tape Production (7812)

akta.pro primary industry

AI/ML Engineering & Model Development Services (BPAEAHAF)

akta.pro secondary industries

Immersive/Interactive Animation (AR/VR/Real-Time) (MPAHACAN), Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD), Data, Analytics & AI Consulting (BPAHAEAF)

Keywords

• 3D product configurator
• AI image generation
• Product visualization services
• Digital content production
• AI-powered photography

Headquarters

HQ city

Weert

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Infrastructure, Marketing or Sales, Operations

Revenue model

1. Project Fees (Fixed Fee): Fixed-price project engagements based on value rather than hours. Clients pay for the result, not the time spent. Project ranges: proof-of-concept (up to €10,000), standard project (€10,000–€30,000), larger project (€30,000–€75,000), program (€75,000+). Three invoicing instalments: 40% at start, 40% at concept delivery, 20% at production delivery.
2. Studio Access (Day Rate): Hour/time purchasing for additional work, consultancy, or overflow. Half-day (¼) at €450, half-day (½) at €750, full day at €1,200.
3. Configurator SLA / Monthly Subscription: Monthly service contracts for hosted and maintained configurators and SaaS products. Three tiers: Zilver €150/month, Goud €300/month, Platina €600/month. Minimum term 1 year (basic) or 3 years (configurator). One-time build fees separate (starting at €5,000). 3D model creation from €50/stock-keeping unit, integrations at €1,200 each.
4. AI Photography (Unit): AI-generated product photography at €0.33 per image (bulk/business). 90% of photo needs generated by AI; 10% manually directed from 3D model. Results delivered within 2 minutes at 4K resolution.
5. 3D Scanning: One-time or per-scan pricing: self-upload via video from €20/scan (first scan free), on-location scanning at €750/half-day or €1,200/full-day including travel costs.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

THE REAL MAG. is a digital innovation agency that combines 3D direction with AI creation to deliver photorealistic product visualization, configurators, and bulk product imagery for B2B clients. The firm operates proprietary tools — a server-side rendered 3D configurator, an AI image generator, a 3D scanning service, and an AI-assisted website builder — using a single 3D model as the authoritative source that feeds configurators, photography, video, and print outputs. Services range from fixed-fee projects and subscriptions to on-site AI automation consulting (TID).

Product overview

THE REAL MAG. operates as a Digital Innovation Agency offering a unified portfolio of 3D-gestuurde AI-content services combining 3D direction with AI production. The core product suite consists of four proprietary tools: the 3D Configurator (photorealistic product configuration with server-side rendering), AI-beeldgenerator (AI-powered image production at 4,800+ images/week), Scanservice (3D model creation), and Websitebouwer (AI-built websites and webshops). These feed into service offerings including Creative Direction, 3D Visualisatie, and the TID (Technical Innovation Director) consulting service. The E-commerce Proeftuin serves as their internal proof-of-concept testing automation capabilities. The company positions itself at the intersection of craftsmanship and automation, using 3D models as the source file that AI multiplies into unlimited variants for configurators, photography, animation, and marketing materials.

Differentiator

Problem solved

Functional benefit

Products and services

• 3D Configurator Photorealistic 3D product configurator with server-side rendering delivering imagery in under 0.5 seconds to any device. Supports unlimited product combinations with real-time pricing and product-rule validation. Available in three tiers (Zilver, Goud, Platina) and integrable with Shopify, WooCommerce, Magento or custom systems. Used by enterprise and mid-market clients to sell configurable products online.
• AI-beeldgenerator (AI Image Generator) Proprietary AI image generator producing 4,800+ brand-accurate images per week at €0.33 per photo. Uses 3D models as the direction source and AI as the render engine to deliver 4K-resolution product photography replacing traditional studio shoots for brands such as Bata, Mosa, and Henra.
• 3D Scanning Service (Scanservice) 3D scanning service converting products and spaces into digital 3D models from video, photos, or on-site visits. Self-upload via video starts at €20 per scan; on-location scanning at €750 per half-day or €1,200 per full day. The resulting 3D model feeds configurator, photography, and campaign content simultaneously.
• Websites & Webshops (AI-Assisted Website Builder) AI-built websites and custom webshops reviewed by senior engineers. Sites are SEO-optimised and GEO-optimised (findable in AI search engines). Integrates with THE REAL MAG.'s configurator and AI photography outputs, suitable for Shopify, WooCommerce, Magento or custom e-commerce platforms.
• TID (Technical Innovation Director) On-site technical innovation consulting where senior staff automate business processes and build AI software owned by the client. Operates on a no-cure no-pay basis covering accounting automation, invoicing, lead management, document processing, marketing automation, and custom AI agents deployed on the client's own infrastructure.
• 3D Visualisatie Photorealistic 3D visualization service producing imagery indistinguishable from photography. A single 3D source feeds the configurator, photography, animation, video, and print materials. Used for brochures, websites, social media, and trade show installations.
• Creative Direction End-to-end creative direction combining strategy, art direction, copy and visual direction in one workflow. A single creative line feeds all communication channels including print, social, out-of-home, packshots, video, and trade shows.
• E-commerce Proeftuin (Live Proof-of-Concept Shop) The company's own live webshop for custom murals and wallcoverings. AI detects wall surfaces from customer photos, projects visualizations, calculates pricing, generates print-ready files and automates order flow to print partners. Functions as a production proof-of-concept validating the agency's toolchain before offering it to clients.

Quantifiable outcome

• +49.3% more sales in A/B test (Nubikk)
• +19 more outcomes

Named customers25 records

Segments5 records

Ideal customer profiles5 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability8 records

Feature5 records

Partnerships

Seven partnerships are on record, tiered notable, minor and core.

• First Impression (for Komatsu interactive stand)notableTechnology or IntegrationTHE REAL MAG. collaborated with First Impression to build the interactive trade show stand for Komatsu: a transparent touchscreen driving a large LED wall with interactive 3D machines. First Impression provided the hardware/installation expertise while THE REAL MAG. delivered the 3D content and interactive software layer.
• TransIPminorOthersWeb hosting provider for therealmag.eu, based in the Netherlands. Referenced in the privacy policy as a data processor under a data processing agreement.
• Google WorkspaceminorOthersEmail/SMTP service for business mail ([email protected]). Referenced in the privacy policy as a data processor under a data processing agreement.
• e-Boekhouden / Salarisdesk NederlandminorOthersAccounting and payroll service referenced in the privacy policy as a data processor under a data processing agreement.
• Higgsfield (AI Video/Image)minorOthersAI video/image generation platform used for the company's own website production (Hero-video via Cinema Studio Video 3.0, product stills via Nano Banana Pro). Referenced in the colophon as part of the company's own production pipeline.
• Koopmans Meubelen (Dealer Network)coreChannel Partner/ Reseller/ DistributorKoopmans operates a network of 400+ furniture dealers. THE REAL MAG.'s single configurator is embedded across all dealer websites simultaneously, each in the dealer's own brand style, with a shared product/pricing backend. A new tabletop or base goes live for all 400+ dealers at once.
• NLdigitalminorOthersIndustry association whose standard terms and conditions (NLdigital Voorwaarden 2025) form the basis of THE REAL MAG.'s own general terms and conditions. Also referenced as an optional mediation body for dispute resolution.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Threekit: Enterprise SaaS for photorealistic 3D product configurators and virtual photography. Directly comparable because it sells server-rendered 3D configuration to retailers and manufacturers, displacing traditional product photography at scale.
• Emersya: Interactive 3D and AR product configurator platform serving manufacturers and retailers. Direct competitor to THE REAL MAG.'s server-side configurator with similar web-based product configuration use cases.
• Obsess: Builds immersive 3D and AR shopping experiences for retail brands (e.g., virtual stores). Directly competes with THE REAL MAG. in serving brand e-commerce clients with photorealistic interactive visualisation.
• Sayduck: 3D/AR platform for retail with product visualisation and try-on features. Comparable as a SaaS alternative to THE REAL MAG.'s AI-photo + configurator offering, particularly in fashion, footwear, and home goods.
• Spiral Scout: Boutique digital agency combining 3D, AR/VR, and custom software development for B2B clients. Similar agency model — senior-led, project-based, multi-vertical — competing for the same enterprise customers.
• Vuframe (now part of Avataar): 3D/AR visualisation platform for retail and e-commerce. Similar focus on replacing traditional photography and enabling interactive product experiences at scale.
• Marxent Labs: VisualCommerce platform for 3D/AR product visualisation in retail (furniture, building products). Comparable configurator and visualisation capabilities, also targeting dealers and e-commerce.
• Vntana: 3D and AR platform for retail and e-commerce, including configurators and AI-assisted asset optimisation. Overlaps with THE REAL MAG.'s configurator and AI-photography stack.
• Configura: CET Designer is a long-standing space-planning and product configuration platform for furniture, office, and kitchen verticals. Comparable to THE REAL MAG.'s 3D configurator offering, particularly for the Koopmans and Sumisura furniture use cases.

Broad incumbents

• Visual Art: Larger Nordic digital agency with deep e-commerce, 3D, and showroom capabilities for enterprise retailers. Adjacent incumbent competing for the same B2B retail configurator budget but with significantly broader service portfolio and larger team.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/the-real-mag

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THE REAL MAG. | The Digital Innovation Agency