A two-part platform that connects inspiration and information

Furniture company Fritz Hansen is synonymous with Danish design and proud craftsmanship. Their pieces are an investment that can be passed down for generations, and their impressive range of thousands of exclusive items includes some of Denmark's most iconic classics.

The ambition for the client and us was to create a modern digital platform that is intuitive, inspiring, and aesthetic – just like Fritz Hansen's design classics. A thorough customer journey mapping was the starting point for a modern e-commerce solution, which presents Fritz Hansen's range through inspiring and informative content, tailored to professionals and private customers respectively.

The new digital platform exudes exclusivity, and has a strong visual expression that stands out from traditional e-commerce solutions and speaks to the design-conscious users. By combining classic, clean elements with more modern use of whitespace, grids and typography, the layout achieves a simple but distinctive look, where small details give the minimalism an edge. The close link between inspiration and information creates a simple introduction to the products and a smooth transition between the phases of the purchase process. Additionally, we integrated an advanced configurator into the product pages, that takes full advantage of the technology that smart devices offer: millions of configurations, 360-degree rotation and the ability to see a piece of furniture in your own home with AR – right at your fingertips.

The two-part platform stages Fritz Hansen's furniture in a context that is relevant and relatable for the two different target groups – professionals and private customers – and supports their long buying journey through an intuitive, inspiring and aesthetic design. In other words, it is a site that exudes Danish design tradition.

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