Building a Digital-First Luxury Brand

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Info

Bringing timeless Italian furniture into the digital age with cinematic finesse and digital efficiency.

Delivery

Luxury Retail Digitisation

Italian Furniture Brand

Overview

AndMoreStories is a premium Italian furniture boutique based in Mumbai, known for its meticulously curated selection and an elite clientele that includes top-tier architects and celebrities. Despite its revered status in the offline world, the brand had no digital footprint. The challenge: create a digital platform that wouldn’t just display furniture—it needed to evoke desire, reflect heritage, and deliver elegance in every interaction.

We were brought in to build this presence from the ground up, with design, cinematography, and digital integration as the three pillars of transformation.

Challenge

This wasn’t about selling products. It was about curating an immersive brand universe for an audience that values experience over convenience.

Key challenges we faced:

Zero digital legacy: The brand had no online presence, requiring us to define tone, structure, and positioning from scratch.
High-sensitivity clientele: Their buyers are aesthetes—visual thinkers influenced by proportion, light, mood, and spatial flow.
Non-catalogue inventory: Every piece is a statement, often imported in small quantities—making real-time availability and clarity of presentation essential.
Visual storytelling gap: Static photography wouldn’t do justice to the showroom’s ambience or the physicality of the pieces.

The solution had to blur the line between digital and physical—turning the screen into a sensorial extension of the showroom.

This wasn’t about selling products. It was about curating an immersive brand universe for an audience that values experience over convenience.

Key challenges we faced:

Zero digital legacy: The brand had no online presence, requiring us to define tone, structure, and positioning from scratch.
High-sensitivity clientele: Their buyers are aesthetes—visual thinkers influenced by proportion, light, mood, and spatial flow.
Non-catalogue inventory: Every piece is a statement, often imported in small quantities—making real-time availability and clarity of presentation essential.
Visual storytelling gap: Static photography wouldn’t do justice to the showroom’s ambience or the physicality of the pieces.

The solution had to blur the line between digital and physical—turning the screen into a sensorial extension of the showroom.

This wasn’t about selling products. It was about curating an immersive brand universe for an audience that values experience over convenience.

Key challenges we faced:

Zero digital legacy: The brand had no online presence, requiring us to define tone, structure, and positioning from scratch.
High-sensitivity clientele: Their buyers are aesthetes—visual thinkers influenced by proportion, light, mood, and spatial flow.
Non-catalogue inventory: Every piece is a statement, often imported in small quantities—making real-time availability and clarity of presentation essential.
Visual storytelling gap: Static photography wouldn’t do justice to the showroom’s ambience or the physicality of the pieces.

The solution had to blur the line between digital and physical—turning the screen into a sensorial extension of the showroom.

Solution

We treated the showroom like a film set and the website like a gallery—curated, layered, and built to unfold slowly, luxuriously.

Core Interventions:

4K Cinematography: Our crew captured every detail—from texture and movement to the play of light across materials—segmenting footage by spatial experience (living, dining, bedroom) to mirror how designers and clients think.
Strategic Category Design: Rather than product-first navigation, we structured the website by interior spaces, allowing users to mentally place items before browsing SKUs.
Webflow Development: Built a fully responsive site integrating real-time inventory and category-level filters, ensuring architects and clients could move from inspiration to action without friction.
Embedded Showroom Experience: Every motion, scroll, and transition was designed to mimic the calm, confident rhythm of walking through the physical space.

We treated the showroom like a film set and the website like a gallery—curated, layered, and built to unfold slowly, luxuriously.

Core Interventions:

4K Cinematography: Our crew captured every detail—from texture and movement to the play of light across materials—segmenting footage by spatial experience (living, dining, bedroom) to mirror how designers and clients think.
Strategic Category Design: Rather than product-first navigation, we structured the website by interior spaces, allowing users to mentally place items before browsing SKUs.
Webflow Development: Built a fully responsive site integrating real-time inventory and category-level filters, ensuring architects and clients could move from inspiration to action without friction.
Embedded Showroom Experience: Every motion, scroll, and transition was designed to mimic the calm, confident rhythm of walking through the physical space.

We treated the showroom like a film set and the website like a gallery—curated, layered, and built to unfold slowly, luxuriously.

Core Interventions:

4K Cinematography: Our crew captured every detail—from texture and movement to the play of light across materials—segmenting footage by spatial experience (living, dining, bedroom) to mirror how designers and clients think.
Strategic Category Design: Rather than product-first navigation, we structured the website by interior spaces, allowing users to mentally place items before browsing SKUs.
Webflow Development: Built a fully responsive site integrating real-time inventory and category-level filters, ensuring architects and clients could move from inspiration to action without friction.
Embedded Showroom Experience: Every motion, scroll, and transition was designed to mimic the calm, confident rhythm of walking through the physical space.

Impact

Increased Engagement: The digital showroom became a discovery destination, inviting both returning patrons and new designers to explore with intent.
Credited on the Masthead: Our work was not only well-received—it was acknowledged publicly on the website’s masthead, a rare honor in luxury design circles.
A Long-Term Creative Partnership: What began as a digital launch has evolved into a seven-year (and counting) collaboration—fueling seasonal campaigns, product films, and ongoing UX enhancements.
New Benchmark for Luxury Retail: AndMoreStories now stands as a reference point for how analog luxury brands can enter the digital realm without losing intimacy, nuance, or artistic identity.

Increased Engagement: The digital showroom became a discovery destination, inviting both returning patrons and new designers to explore with intent.
Credited on the Masthead: Our work was not only well-received—it was acknowledged publicly on the website’s masthead, a rare honor in luxury design circles.
A Long-Term Creative Partnership: What began as a digital launch has evolved into a seven-year (and counting) collaboration—fueling seasonal campaigns, product films, and ongoing UX enhancements.
New Benchmark for Luxury Retail: AndMoreStories now stands as a reference point for how analog luxury brands can enter the digital realm without losing intimacy, nuance, or artistic identity.

Increased Engagement: The digital showroom became a discovery destination, inviting both returning patrons and new designers to explore with intent.
Credited on the Masthead: Our work was not only well-received—it was acknowledged publicly on the website’s masthead, a rare honor in luxury design circles.
A Long-Term Creative Partnership: What began as a digital launch has evolved into a seven-year (and counting) collaboration—fueling seasonal campaigns, product films, and ongoing UX enhancements.
New Benchmark for Luxury Retail: AndMoreStories now stands as a reference point for how analog luxury brands can enter the digital realm without losing intimacy, nuance, or artistic identity.