Manufacturer Spotlight – Craig Sewell

In the first of our Manufacturer Spotlight Q&As, Cubicle Craig tells us all about his company’s BIM journey so far…


Company & Role:

Cubicle Centre

Director of Branding & Marketing




When did your company make the move to first implement BIM?

Back in 2011 I had a couple of meetings with with no clue about BIM, what it was, or what it could do for us. The initial draw was the 3D aspect but boy, have I learnt a lot in the last two years!



Were you involved in the decision-making stage when your company chose to implement BIM?

Yes. I saw the potential in BIM from a Production perspective and not just as a Marketing or Specification tool.



What made your company choose to make the transition into adopting BIM?

It was the fact that we could better our own processes utilising BIM-related software and intelligent product components. Specifically in terms of greater efficiency and reduced risk of human error in the office based Production process.



How have your customers responded following your BIM adoption?

It has certainly created a fair share of interest. For larger projects we’ve been able to utilise the 3D rendering facility (which we have limited experience with!) to great effect. Simply being able to help the customer visualise a job in this way has worked really well on certain projects. Interestingly, some of these were not necessarily BIM projects.


Off the back of the general growing interest in BIM we have also seen potential suppliers keen to find out more. In March this year Cubicle Centre launched a new partnership with Delabie – Europe’s largest brassware manufacturer. Initial discussions were based on BIM and the potential for future collaboration concerning our components.



Can you give an overview of where your products have been specified with BIM so far?

We have had specifiers knocking on our door (digitally of course), asking questions and saying they will specify us. This is great as being a small company we don’t have the luxury of an on-the-road specification team. Being focused on software training, building up our BIM knowledge and the in-house implementation has resulted in little opportunity to ‘chase’ these projects through to completion so I’m hoping next year we’ll be better positioned to show off project case studies which have involved BIM and Cubicle Centre.




What are the benefits you’ve noticed for your business, since adopting BIM?

From a Marketing perspective, having something fresh and exciting to talk about has been a lifesaver (personally that is)! In what is now my ninth year at Cubicle Centre, I can confidently say that the subject of ‘toilet cubicles’ doesn’t get any easier to work with.


To have the Cubicle Centre brand associated with such a forward thinking and exciting technology is a real privilege. Considering we are a ‘small’ business in such a vast industry I believe this is a major success and gives us a great platform to build on.



What has been your biggest BIM-related challenge to date?

I learnt early on that we couldn’t expect to achieve everything in one go. A step-by-step approach, linked closely to the way we work, has resulted in a fairly straightforward journey so far.

Most people believe cost to be the biggest barrier, but the Production angle made the decision to invest in BIM easier for the Directors at Cubicle Centre.



Have you any words of wisdom to impart to fellow manufacturers looking to implement BIM successfully?

Look at how BIM could help improve your business first.


• What are you trying to achieve with BIM?

• Is BIM-related software necessary?

• Do you need all your products creating as BIM components, or can you get by with one or two?


Then, pick up the phone. The word collaboration is frequently used in the BIM world and there is no reason why this shouldn’t start from the word go (or to be honest, already happening without BIM)! Talk to other manufacturers and specifiers to get their views. You’ll never stop learning once you start this process so the more contacts you have the better.



Most importantly though – enjoy your BIM journey!