Luxury Furniture

THEODORE ALEXANDER

Expert Design.
A brand new look for one of the UK’s oldest furniture designers.

UK based luxury furniture designer & manufacturer Theodore Alexander approached EightFour wanting to redesign their e-commerce website from the ground up. The website would cater mainly to designers and architects who are looking for high-end furniture to lavish on their masterpieces. What resulted was a clean & stylish website that heroised not only the product but also the designers.

What we did
For this project, we started in design. It’s the language both we and the client shared, so starting off showing them what we envisioned for the site allowed us to answer the most important question first: how should the furniture be displayed?

FAIL UNTIL
SUCCESS

Where-ever possible, we like to experiment with a different look & feel. We tried something more funky & upbeat. Designs are never failures. They're stepping stones to perfection.

A NEW & MODERN
LOOK & FEEL

Because the style of furniture has recently been updated from classic Victorian to modernist, the look & feel of the site was purposefully minimalistic so focus would remain on the product and not the interface.

“We fell in love with the look of the site right from the first concept was presented. It’s classy, sophisticated and works incredibly well.”

LIZZY FREUNDEL
DIRECTOR OF MARKETING

FINDABILITY

Because the range of products was so extensive, listing pages were designed with extensive filtering to suit.

DELIVERED ON MOBILE

We learned that a significant number of architects and interior designers would use the website to shop for furniture while in their clients presence the mobile experience was a top priority. Key to the success of the site was a mobile experience that maintained the design values – clean, minimalistic, modern – on mobile as well as desktop.

LUXURY
FURNITURE

Theodore Alexander has become eminent in its field – renowned as a unique brand embodying quality in design. To us, quality is paramount and we aim for excellence in every single piece. We strive for innovative designs and create furniture to last lifetimes.

A CELEBRATION OF
THOSE WHO MAKE

Because Theodore Alexander has been high end furniture brand of the United Kingdom for 40 years, and because design is central to the brands ethos, we thought it necessary to showcase and make heroes of those behind the masterpieces. We gave each an in-depth profile as well as their own collection. This way, customers could fill their room with certain works by a particular designer if they wished.

TOOLS FOR
DESIGNERS

I planned & designed a comprehensive back profile system for the site which allowed users to view upcoming & past orders, save products to detailed wishlists & more.

BUILDING YOUR
ROOMS ON THE GO

It’s also common practice for interior designers to build rooms on the go - whether it be on iPad or mobile. That means all functionality had to remain the same on mobile.