Handmade furniture,beautifully online.
A complete e-commerce redesign for Aurewood, a bespoke London furniture studio: an editorial storefront, material configurator and a calm checkout with white-glove delivery.
A storefront as considered as the furniture itself.
Aurewood designs and builds solid-wood furniture in a small Sussex workshop and sells from a showroom in London. Their pieces are made to last a lifetime, but their online shop felt like a generic template. We redesigned the experience end to end, so buying a £2,000 table online feels as assured as touching it in the showroom.
Beautiful pieces, sold through an ordinary shop.
Premium furniture is a considered purchase. People need to trust the quality, imagine the piece in their home and feel confident about delivery before they buy. Aurewood’s website made all three harder than they should be.
A template that hid the craft
The old shop looked like any other online store. Nothing showed the timber, the joinery or the people who make each piece.
Hard to picture at home
Customers couldn’t see finishes side by side or understand scale, so many left to visit the showroom instead.
Uncertainty at checkout
Made-to-order lead times, delivery and returns were unclear, which is a real barrier when a piece costs thousands.
Weak on mobile
Most visitors browsed on their phones from social media, but large images loaded slowly and filters were hard to use.
Brand, experience and build, as one.
Arcrux owned the project from art direction to launch. With one team behind the story, the interface and the code, every detail serves the same goal: helping customers buy with confidence.
Brand & art direction
We shaped a quiet, editorial identity for the web: a refined serif, a palette taken from timber and linen, and photography direction for the collections.
- Digital brand refresh
- Art & photo direction
- Tone of voice
UX & UI design
We redesigned every step from discovery to delivery around how people really buy furniture, then built it into a reusable design system.
- Customer journeys & sitemap
- Product configurator
- Design system & components
E-commerce development
We built a fast, responsive storefront on a CMS the team can run themselves, with live stock, made-to-order lead times and delivery booking.
- Responsive storefront build
- Delivery & checkout flows
- Performance & SEO
An unhurried storefront built around touch, craft and confidence.
We translated the tactile warmth of the showroom into an intuitive online experience. Three connected modules give customers the confidence to choose materials, style their spaces and order made-to-order pieces online.
Choose the timber. Feel the fabric.
Every piece can be configured in its real materials, with accurate swatches, clear dimensions and live price updates. Free material samples bridge the gap between screen and showroom.
Inspiration you can buy from directly.
Styled room scenes help customers picture each piece in their home. Tap a hotspot to explore the product, view finishes, or add the complete collection to the basket in a few clicks.
Workshop stories to white-glove delivery.
Maker stories, joinery close-ups and care guides show the quality of each piece, paired with transparent lead times, white-glove room-of-choice delivery and made-to-order updates.
Less like a catalogue, more like a magazine.
Collection pages are laid out like editorial spreads, with large photography, generous white space and short, honest copy. The product is always the hero, and the interface stays quietly in the background.
Image first
Full-bleed photography and real materials lead every page, with copy kept short and useful.
Room to breathe
Generous spacing and a calm grid give each piece the same space it would have in a gallery.
Quietly shoppable
Prices, finishes and “add to basket” are always one tap away, without breaking the mood.
Warm materials, quiet interface.
The palette comes straight from the workshop: charcoal, walnut, oak, oat and linen. An elegant serif carries the brand voice, a clean sans keeps the shopping clear, and every element is a reusable token or component.
Travertine Side Table
Roman travertine · Ø50 cm
£890Material truth
Colours and swatches match the real timber and fabric.
Calm hierarchy
One clear action per screen, with nothing competing with the product.
Editorial rhythm
Serif headlines and wide margins set an unhurried pace.
Built to scale
New collections launch from the same components.
Everything a premium furniture brand needs online.
Beyond the visual design, the storefront is built to be found, fast on every device and simple for Aurewood’s small team to run every day.
Storefront design
Homepage, collections, product and journal templates.
Configurator
Frame, fabric and size options with live pricing.
Shop the room
Shoppable scenes with product hotspots.
Checkout & delivery
White-glove booking and interest-free payments.
Design system
Tokens, typography and reusable components.
CMS & content
Easy updates for collections and stories.
Performance & SEO
Fast image loading and search-ready pages.
Selling a premium product online?
Let’s talk about your storefront.
What changes for Aurewood.
The new storefront works like a good showroom assistant: it tells the story, answers the practical questions and lets customers buy when they are ready, from anywhere.
The craft, finally visible
Material photography and maker stories show the quality customers used to see only in the showroom.
Confidence to buy online
Real swatches, clear dimensions and free samples answer the questions that used to stop a purchase.
A brand that matches the product
A calm, editorial storefront gives Aurewood an online presence worthy of furniture made to last a lifetime.
“Good furniture is quiet, honest and made to last. We designed Aurewood’s storefront to feel exactly the same.”
Big visions deserve thoughtful technology.
Book a 30-minute consultation with our leadership team to discuss your project.