How a curated modern goods shop got a site built to feel like the store itself and sell just as well online as it does in person.
worth keeping
A concept for a curated modern goods shop — Mercer & Vale — built to feel like the store and sell the same, in person or online.
A curated shop sells a point of view, not just products. Online, that's easy to lose — a generic grid of items reads like everyone else's, and the taste that makes the store worth visiting evaporates. The site has to feel like the shelf, or the whole premise falls apart.
Mercer & Vale had a real editorial eye and a growing online side, but a presence that flattened both. The brief was to carry the store's feel onto the screen — and make buying, in person or online, effortless.
"The point of view sells; the commerce just gets out of its own way."— the approach, in one line
I treated the site like the store: editorial, unhurried, and generous with space, so the curation reads as taste rather than inventory. A few well-framed categories, not an endless grid.
Then I made the two ways to buy one seamless experience — shop online or come in, same feel, same ease, checkout never in the way.
the store, on screen
Editorial pacing and real space, so the curation reads as a point of view — not a catalog.
one shop, two doors
In-store and online as a single, consistent experience — same feel, same ease, wherever someone buys.
commerce out of the way
Buying is simple and quiet — the taste does the selling, the checkout just works.
a site with a point of view
If your shop is built on taste, your site should carry it. Tell me about what you make and sell.