Surge – An Immersive 3D Product Experience for Modern Brands
Client: PeachWeb
Concept: Mariusz Mitkow
Role: Creative Director
3D Designer
Formats: Interactive 3D Website
How can modern brands present their products online in a way that feels tactile, expressive, and experiential without sacrificing speed or accessibility?
Modern product brands, especially in the lifestyle and performance categories, face a growing need to present their offerings in ways that go beyond static imagery or technical specs.
The challenge was to create an interactive 3D experience that allows users to explore the form, detail and design language of a mountain bike in a way that feels cinematic and controlled, all within the browser and without code.
The project also served as a showcase for what’s possible using the PeachWeb platform, built entirely without traditional development workflows.
I led the creative direction and execution of the experience, helping to bring Mariusz Mitkow’s concept to life within a fully interactive 3D web format.
My responsibilities included 3D modelling, lighting, animation and overall experience design, working within PeachWeb’s visual system to optimise both performance and aesthetics across browsers and devices.
The experience was designed as an abstract digital showroom, where the mountain bike could be presented with both elegance and intention. To enhance spatial composition and give the product a dynamic presence, we introduced carefully crafted rock formations as natural stage elements. These grounded the bike within a minimalist yet expressive environment, allowing it to be showcased from multiple angles while reinforcing its rugged performance aesthetic.
The scroll-based layout guided users through key product views and transitions, revealing design features and construction details in a controlled and cinematic rhythm. Real-time lighting and animated effects brought the surfaces to life, while camera movement created the feeling of moving through a curated installation. All of this was accessible instantly through any modern browser.
A benchmark 3D product experience that redefined how digital product pages can combine motion, spatial design and performance-driven interaction.
Surge became one of PeachWeb’s most referenced showcases. It helped demonstrate the platform’s capacity to support premium product storytelling in industries like cycling, performance gear and outdoor lifestyle. The project influenced the development of new interactive templates and played a part in expanding PeachWeb’s user base globally.
It also set a new benchmark for what product pages can look and feel like when motion, spatial design and UX work in harmony.
The experience featured a fully responsive 3D layout with real-time lighting, scroll-based camera movement and a refined visual tone. The entire interaction was optimised for both desktop and tablet, ensuring smooth performance without compromising design integrity.
Why it matters.
Surge reimagines what a product page can be. By using interactive 3D storytelling to showcase a mountain bike, the experience elevates perception and invites exploration, transforming technical products into emotional encounters.
