FlowLab
about the project
Crafting Digital Elegance: How Flow Lab’s New Website Mirrors Scandinavian Design Excellence Flow Lab houses the largest Scandinavian design furniture showroom in Rotterdam, spanning over 2,000 m². The store offers a curated selection of over 40 renowned brands, including iconic names such as HAY, Fritz Hansen, Muuto, &Tradition, Carl Hansen & Søn, and Normann Copenhagen. Serving as a haven for design enthusiasts, Flow Lab provides a unique physical experience for those passionate about minimalist, high-quality design. To mirror this physical sophistication in the digital realm, a sleek, modern website was developed using Framer to elevate the brand's online presence.
client
FlowLab
services
Digital Strategy Web Design Web Development
year
2024
Industry
Furniture and E-commerce
strategy
The project began with an in-depth Digital Strategy workshop. An SEO audit identified the key pages and keywords of the existing website that were already driving traffic, while a customer empathy map and clear objectives and key results (OKRs) gave the project a solid foundation. Three goals led the way: increasing showroom foot traffic, strengthening the brand’s perception as a leader in Scandinavian design, and promoting “The Studio”, the interior design service where customers collaborate with Flow Lab to design their entire home.
Concept
**Translating Scandinavian elegance into a digital experience** The visual concept reflects the spaciousness of the showroom through large headers and generous whitespace. A palette of soft beiges and grays, with a subtle pink accent, adds warmth and style while keeping the look calm and refined. Since the audience often visits looking for inspiration, inspiration became the focal point of the site. Animated furniture pieces glide gracefully onto the screen, creating an immersive experience that invites visitors in. Interactivity completes the concept. Images can be dragged from left to right to explore each piece in detail, and interactive labels help visitors discover products. Calendly integration makes booking an appointment seamless, and CMS collections allow content to update automatically and cross-populate across the site.
the result
The new website not only modernized Flow Lab’s digital presence but also reinforced their commitment to design excellence. The site offers a smooth, engaging experience that mirrors the brand’s values of quality, innovation, and Scandinavian elegance. It positions Flow Lab as a must-visit destination for design lovers in Rotterdam and beyond, while driving increased traffic to their showroom and online services.
