Speak with Jon

jon@studioaceofspade.com
440.591.8799

Talk to Michael

michael@studioaceofspade.com
319.536.1954

Yell at Ted

ted@studioaceofspade.com
440.591.7384

Our Address

118 E. Washington St.
Floor 2
Goshen, Indiana 46528

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Expertly curated art.

Gerson Zevi

Web design, web development, e-commerce, advanced jQuery & JavaScript, advanced CMS

Timeframe

3 months

Sector

Retail - Art

Region

USA / Europe
New York / London

The Challenge

When Gerson Zevi came to the Studio, they wanted us to help them share their passion for art with the world. They were retailing high-quality are, and we needed to figure out a way to provide the best experience to users as possible when viewing the art. We began a project to recreate the feeling you get when you're viewing a piece of art in a gallery.

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Planning out the Site

We talked with Gerson Zevi for nearly a month prior to building the site. We wanted to have deep level of understanding about who they were, how they wished to approach putting their content forward, and so on. We established an outline for the key pieces that needed to be completed. They were:

  • Put the most important pieces to sell for a specific show directly on the homepage without being overwhelming
  • Keep the site extremely minimal and put the images of the site forward
  • Develop a unique viewing experience for a single piece of art
  • Allow users to get know Gerson Zevi, their curators, and the artists that are contributing

With that in mind, we designed the key pages such as the home page, the gallery view, and the single product page. As we wrapped those up in roughly two weeks, we reconvened, reviewed our goals and checkpoints for the designs, and revised them accordingly.

After a one month planning process, we moved forward to building the actual site.

We talked with Gerson Zevi for nearly a month prior to building the site. We wanted to have deep level of understanding about who they were, how they wished to approach putting their content forward, and so on. We established an outline for the key pieces that needed to be completed.

Creating the Site

Creating the site was no small task. It seems that the more minimal we made the site, the more detailed in minutia the backend work became. We needed to correlate many objects, such as curators to artists, artists to work, shows to curators, work to shows, and so on. To be able to display and communicate something so intricate in a minimal form required tons of programming hours.

We built the data structure in the backend prior to starting work on any of the actual frontend pages. This allowed us to work with real data, as well as for Gerson Zevi to get a feel for how to use the system properly. With Advanced Custom Fields and the Shopp plugin for WordPress, they were able to quickly get content in place for us to manipulate.

We built the home page first, and the shifted our sights to the single art work page. The page itself had three views developed – In room mode, standard mode, and full view mode. We enabled these various modes on all devices, meaning that purchasing from a tablet or using an iPad for a display at a show was not only feasible, but built into the model. We also decided that it would be a wise idea to build in keyboard and touch navigation to easily peruse the galleries just like you would in a physical venue.

It was also decided after much testing that sales increased if we developed a UI that hid itself until the mouse moved. It allowed the user to focus on just the art, and removed any feeling of, “Hey, you should buy this.” Ultimately, that’s what Gerson Zevi was about – l’art pour l’art. And, for the rest of the development and design of the site, that was the approach we used – and, it gave a beautiful result.

The Final Product

By the time we had finished, we were able to stand back and smile at our accomplishments. We had developed an entirely custom viewing platform for users in a rather short time frame for such an undertaking. We launched on time, within budget, and with an extremely happy client.

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The home page with navigation and selected pieces from the current show.

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A quick shot of the gallery page for a curated show.

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A list of the artists who have been featured on the site. All of unique profiles on Gerson Zevi as well.

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A list of the events hosted by Gerson Zevi out in the real world.

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A view of the single event page. They wanted to put the key information front and center with more detailed descriptions following.

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A single product view with the UI active. If you do not move the mouse, it simply lets you view the full image with no UI interference.

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