From A to E-commerce – A New Digital Home for the Modern Furniture Brand, HUT K

In 2011, HUT K opened its doors to an expansive showroom space at the northern edge of the Exchange District in Winnipeg, Manitoba. At the time of its inception, it was one of the only brick and mortar modern furniture stores in Winnipeg, to feature a thoughtfully curated selection of contemporary furniture brands. Almost nearly a decade later, the store transitioned ownership and made the move to a 2,800 square foot showroom in the west end of the city, representing the largest exclusive access to Canadian and international design brands in Winnipeg.

Developing Digital Platforms

With a new location, a series of changes to the business structure followed. Although a new brand identity had already been established, it was not yet reflected on their digital platforms. Having always existed as an evolving and dynamic showroom that one would physically engage, it was also imperative to expand the customer experience by adopting an e-commerce platform for their new website. The studio was involved in the process of seamlessly merging the two experiences – the expected in-store encounter and effortless digital shopping experience for their targeted audiences.

The art direction and design of the site were informed by the minimal linearity and tonality (a soft burnt rose) of their brand identity. Airy photography of their space enlivens the homepage, complemented by a clear structure and product presentation. Interior pages are organized within a straight-forward, easy to use drop-down format and remain simple in their design and direct in their messaging.

Beyond helping to establish and implement a new site structure, the studio influenced the strategy, structure, and tone for a new blog platform that would become home to fresh editorial and content to bring visitors deeper into HUT K’s design ethos. Keep a lookout for it on their website!