Curated design objects, presented like an editorial.

Worked with the lead agency on International Design’s storefront — a curated multi-brand catalog with brand-led collection pages, exclusive-event content, and a tone closer to a design magazine than a typical e-commerce shop.

Client: International Design
Year: 2023
Role: Collaborator with agency
Type: Editorial commerce rebuild
Industry: D2C design retail
Live: View site ↗

Responsive · live homepage at 1440 / 820 / 414

(01) PROBLEM

Multi-brand curation reads like a directory unless every brand gets its own voice.

International Design carries dozens of independent brands and runs in-person events / exclusives. The default theme made it a list of products. The brand needed a storefront that honoured each maker’s identity and surfaced the editorial / event content alongside commerce.

(02) APPROACH

Brand pages, event pages, collection pages — all first-class.

Brand landing pages — full-bleed with founder stories, image grids, scoped product feeds.
Event / exclusive pages — content marketing inside the storefront, not a blog afterthought.
New-arrivals editorial — featured-products grid that the merchandiser controls without dev work.
Collection-level merchandising — long-form intros, photography, related-brand routing.
Performance pass — image pipeline, async scripts, lazy gallery loading.

(DESIGN PROCESS)

Drag to compare — before, and after.

Same hero zone, same product set. The rebuild changed how it converts — sectionable theme, conditional merchandising, performance-first front-end — without losing the catalogue clarity that drives organic traffic.

Drag horizontally · scroll vertically inside the frame