Taranest

Brief

Art no longer sells itself when the website gets in the way. The work had to be the first and most important thing you see, without a busy menu, sliding banner or slow loading time taking precedence. At the same time, it could not become a museum gallery where you cannot do anything: it also had to work as a shop, where someone who falls in love with a piece can buy it without a second thought. Design and ease of use, without either getting in the other's way.

Approach

Designed around the imagery rather than a ready-made template: generous white space, understated typography and nothing on screen competing with the work for attention. The page is structured so your eye lands on the artwork first and only then on the button. I photographed the pieces myself, because with art, a mediocre photo is not simply a mediocre photo — it represents a different work. The colour and texture had to be accurate, otherwise you sell something the customer will not recognise when it arrives. Speed was not an afterthought either: a gallery that keeps you waiting to load loses the very moment when someone decides to click.

Result

• The work fills the screen; the interface fades away
• Ready to sell, without looking like a generic online shop
• Photography of the work handled by the same person as the design
• Colour and texture true to the real work
• Artist portrait and every artwork photographed in-house
• Imagery that carries through to the social channels