Forma

Forma builds furniture slowly, in small runs, and photographs it beautifully. Their old site buried that photography under badges, banners, and urgency widgets borrowed from stores that sell nothing like furniture.

Removing the store from the storefront

The redesign treats each piece like an exhibit: one full-bleed image, the name, the wood, the price. The cart is a quiet line of text until you need it. Product pages read like catalog spreads, with the specification table given the same typographic care as the headline.

Built to be kept

I designed and built the site myself — a static front end with a light commerce layer — so the studio can run it without a retainer. Page weight stays under a megabyte with photography included, and the whole catalog re-renders from a single content file.

Conversion doubled in the first season. More telling: average time on a product page went from 40 seconds to three minutes.