At SIMAC Tanning Tech 2017 (the leading international event with machinery and technologies for the footwear, leather goods and tanning industries) in a joint project between ATOM Lab (Atom Group's research lab developing technologies and avant-garde projects creating new production methods), ELSE Corp and ShoeMaster UK, the public were introduced to a streamlined vision of the future of industrial 3D CAD integration.

The joint project, where the ‘Virtual Shop’, powered by E.L.S.E., and the ‘Factory on Demand’, a project by ATOM Lab, met, interlinked the 3D CAD design, virtual product customisation and mass customized production stages towards hybrid manufacturing and full virtual product life-cycle traceability. Visitors of the ATOM Lounge were given an opportunity to customize a pair of shoes using the E.L.S.E. 3D configurator. Once configured via the 'Virtual Shop' powered by E.L.S.E., the customer’s custom orders were then sent to the next step in ATOM Lab’s nine-step ‘Factory on Demand’ for mass customised hybrid manufacturing – where they were produced using a mix of traditional, digital and additive manufacturing methods, produced just-in-time, according to the ERP grade Customized Hybrid Manufacturing Order specification generated via ELSE-ware by ELSE Corp.