Coco Wolf is redefining luxury outdoor living. With a design philosophy rooted in elegance, resilience and refined craftsmanship, the premium furniture brand brings interior sophistication to outdoor environments.
Striking a thoughtful balance between durability and style, Coco Wolf’s range takes inspiration from the natural world. Its Porto collection, for example, has its roots in the untamed beauty of Portugal’s landscape, while its new Zante collection is influenced by the Greek island of the same name. This creative direction is found in all aspects of the brand’s pieces, from material choices to sculptural form.
Since its founding in 2014, Coco Wolf has maintained a firm commitment to quality through local, bespoke production. Every piece is custom-made at the company’s dedicated manufacturing facility in Derbyshire, where skilled furniture makers marry traditional techniques with modern precision. This hands-on approach ensures that Coco Wolf’s products surpass the quality found in mass-produced outdoor collections, reflecting meticulous attention to detail. As a result, the company’s founding principles – to create furniture that marries design elegance with the durability for year-round use and the resilience to defy the weather – are ingrained in every piece.
Sustainability in luxury outdoor furniture
Sustainability sits at the core of Coco Wolf’s operations, influencing choices from design to delivery. The company sources timber from responsibly managed forests, powers its manufacturing with renewable energy, and minimizes waste through reuse and recycling. Packaging solutions are designed to be renewable, reusable, and recyclable, reflecting a circular mindset that extends through the product lifecycle.
This commitment is exemplified by Coco Wolf’s collaboration with One Green Way, an exclusive gated community in Portugal’s Quinta do Lago resort. Furnishing the show home villa with pieces from the Tamarindo collection, Coco Wolf demonstrated how resilient, sustainable furniture can coexist with refined aesthetics, echoing the natural beauty of the setting and shared environmental values.
Furniture designed for balance with nature
The importance of shared values is reflected in Coco Wolf’s dedication to forming close partnerships with architects, designers, and client teams when crafting bespoke outdoor environments. At The Old Course Hotel in St Andrews, for example, the brand collaborated closely with the hotel’s procurement team when appointing the new West Deck, an al fresco dining area, to create a design that respects both the iconic setting and the demands of the coastal climate.
The resulting space combined elegance with understated sophistication, accentuating the beauty of the scenery and ever-changing natural light while delivering the adaptability that enabled guests to enjoy the outdoor area in comfort, whatever the weather.
This philosophy of harmony with nature is further evident at Coco Wolf’s luxury villa project in St Barths. Envisioning a design that reflected the owners’ passion for nature and the stunning beauty of the surroundings, muted tones, sleek lines, and naturally resilient materials were selected to accentuate panoramic sea views, ensuring the furniture complements rather than competes with the landscape. This approach encapsulates Coco Wolf’s ethos: creating luxurious, functional spaces that feel intrinsically connected to their surroundings.
Evolving the customer experience
As Coco Wolf continues to champion craftsmanship, sustainability, and design excellence, the company is taking its customer experience to the next level. Just as the brand’s furniture makers meticulously handcraft each piece to meet the highest standards, Coco Wolf is in the process of integrating cutting-edge technology to enhance the bespoke journey on offer to customers.
By preparing to introduce real-time personalization, 3D configurators, and product visualization – both onscreen and in augmented reality (AR) – Coco Wolf is extending the same care and precision that goes into every hand-finished piece of furniture. Through its ongoing collaboration with Enhance XR, these tools are set to enable clients – whether homeowners, architects, or interior designers – to engage with the furniture in a way that mirrors the brand’s traditional focus on personalization and uniqueness. This will allow customers to explore Coco Wolf’s collections in new levels of detail and interaction, tailoring pieces to their personal preferences and visualizing them in the context of their own spaces.
“What stands out is how meticulously Coco Wolf’s team is guiding the digital creation process. Every texture, every finish, every curve is considered so the digital reflects the same level of care as the physical pieces. Technology is a crucial enabler, but it is this level of care that creates distinction in the market.”
- Rafael Muñoz, Founder, Enhance XR
In this interview, Creative Director Rebecca Lorimer shares why Coco Wolf is passionate about harnessing technology to elevate the customer experience, and why blending storytelling, sustainability, and innovation is the future of premium furniture.
Where design meets craftsmanship: Why Coco Wolf is embracing 3D furniture visualization
What has been the most significant shift in how furniture customers make purchasing decisions over the past two years?
Furniture shopping is transforming as customers prioritize sustainability and authenticity. They increasingly choose pieces that reflect their values, focusing on transparent materials and ethical production. With the rise of digital engagement, shoppers also seek vibrant online experiences to aid their decisions. It’s an exciting time to explore eco-friendly options that enhance homes while supporting the planet.
As the furniture commerce landscape evolves, what strategies do you consider essential for success today?
Unlocking success in the luxury furniture market comes from a vibrant blend of exceptional digital experiences and personalized service. Luxury customers crave that tactile connection, so creating smooth transitions between online and in-person experiences, such as showrooms and consultations, is essential. Additionally, storytelling plays a crucial role—by showcasing the artistry, sustainable materials, and unique narratives behind each piece, you can cultivate a profound emotional bond that truly resonates with discerning clients. Let's inspire their journey into luxury together!
Which emerging innovation excites you the most, and why?
The potential of multi-product AR experiences is inspiring. These innovative tools empower clients to visualize entire outdoor spaces with harmonious designs, allowing them to make confident and informed decisions. This capability is particularly impactful in the luxury market, where customized solutions and meticulous attention to detail are essential. Moreover, by integrating AR with sustainability-focused content, we can strengthen customer trust and demonstrate our commitment to values that matter.
Which technologies have delivered the highest return on investment for your digital commerce operations so far?
For Coco Wolf, email marketing and virtual consultations have revolutionized our approach. With tools like MailChimp, we can craft highly targeted, value-driven campaigns that speak directly to our primary audience of interior designers and architects. Furthermore, virtual consultations have removed geographical obstacles, enabling us to deliver personalized advice and foster trust with clients before they enter our showroom. This innovative approach enhances client relationships and sets us apart in a competitive market.
“By integrating AR with sustainability-focused content, we can strengthen customer trust and demonstrate our commitment to values that matter.”
– Rebecca Lorimer, creative director, Coco Wolf
If you were to prioritize investment in one area for 2025, which would you choose, and why?
Our top choice is multi-product AR experiences, as they provide a unique opportunity to engage customers in a scalable and tailored manner. We can attract a conscientious audience by visualizing sustainability within the luxury sector.
A powerful example of this strategy is IKEA, which has effectively utilized AR tools like the IKEA Place app. This application empowers customers to visualize furniture in their homes before purchasing, significantly reducing returns and enhancing decision-making confidence. While Coco Wolf caters to a specialized luxury market, we can learn from their innovative tactics and refine them to align with our exclusive offerings, ultimately elevating our brand's appeal.
How Coco Wolf is leading with technology in luxury furniture
Coco Wolf’s forthcoming introduction of 3D and AR tools reflects the shift in furniture industry dynamics and broader customer habits that are changing the way furniture is bought and sold. But this implementation is also a natural evolution of Coco Wolf’s long-standing principles. Just as their designs are carefully considered to suit the practical and aesthetic needs of their environments, the integration of digital tools is about conveying the sophistication of the pieces with clarity and giving customers the ability to visualize and personalize their choices in an informed, confident way.
“Furniture shopping is transforming as customers prioritize sustainability and authenticity. They increasingly choose pieces that reflect their values, focusing on transparent materials and ethical production. With the rise of digital engagement, shoppers also seek vibrant online experiences to aid their decisions.”
– Rebecca Lorimer, creative director, Coco Wolf
By empowering clients to experience their furniture through immersive tools, Coco Wolf continues its tradition of offering more than just a product. It’s about crafting an experience that is as distinct and thoughtful as their physical pieces.
These tools will also foster seamless partnerships with design professionals, enabling them to download customized pieces and integrate designs directly into project plans. This not only streamlines the collaboration process but enhances communication between Coco Wolf and its partners, making it easier to bring bespoke visions to life.
In a world where bespoke means creating a personal connection, Coco Wolf’s digital transformation is aimed at deepening the trust and transparency between brand and customer. Digital tools will offer new possibilities for exploring their pieces and making decisions based on rich, precise representations – ultimately ensuring the furniture complements the customer’s lifestyle and environment, both visually and functionally.
When implemented strategically, immersive visualization and real-time configuration aren’t just tools – they become an extension of a brand’s design ethos. For furniture companies looking to establish a point of differentiation, they offer a way to translate physical quality and distinctive design into powerful brand equity.
Ready to elevate your digital experience? Discover how Enhance XR’s 3D and AR furniture visualization tools bring luxury to life online—with precision, elegance, and craft.
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