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When you're an interior designer selling carefully curated vintage pieces, your website can't just be another online store. It needs to feel like walking into a thoughtfully designed space where every object has a story and every detail matters.
That's exactly what Maria Elena Groenewoud faced. As founder of Studio Maria Elena, she blends modern design sensibility with handpicked vintage finds. But how do you translate that curated, personal touch into a digital experience? Standard Shopify templates can make unique pieces look like mass-market products, and most platforms force you to choose between a portfolio site and a shop, not both.
Visual design for Maria Elena, in collaboration with and directed by Twntytwo.
Maria Elena needed a platform that could showcase her interior design projects, tell stories through a journal, and sell one-of-a-kind vintage pieces – all while maintaining the refined aesthetic that defines her brand.
The designer's e-commerce challenge: Curation meets conversion
Creating an online presence for a design-focused vintage business presents unique obstacles:
The authenticity gap. Vintage pieces sell on feeling, not specifications. Each item has character, history, and a specific place it belongs. However, e-commerce platforms are designed for product specifications and quick conversions. How do you maintain that curated boutique atmosphere when you're technically running a Shopify store?
The dual-purpose dilemma. Interior designers need their websites to serve two purposes: attract clients for design services and sell curated products. Most sites excel at one or the other. Maria Elena needed both worlds to coexist naturally, each enhancing the other rather than competing for attention.
The brand consistency challenge. When you work with a design studio like Twntytwo that creates stunning visuals, the development needs to honor every detail. A slightly off animation or misaligned section breaks the spell. In the world of curated design, "close enough" isn't close enough 🎨.
Our bespoke solution: Technical precision meets artistic vision
We approached this project like Maria Elena approaches interior design – with attention to every detail and respect for the overall vision:
The custom Shopify architecture
Rather than adapting the brand to fit a template, we built custom sections from the ground up. Using Shopify Liquid, we created flexible building blocks that let the brand's personality shine through while maintaining e-commerce functionality. Each section scales beautifully across devices without losing its intentional design.
The animation-driven experience
We integrated the GSAP animation library to bring subtle motion throughout the site. Hero titles fade and slide in with programmed delays, creating a cinematic entrance. Menu transitions feel smooth and considered. These aren't flashy effects – they're thoughtful touches that make the experience feel premium and alive.
The dual-content strategy
We developed separate but integrated systems for the portfolio (Journal) and the Shop. The Journal section allows Maria Elena to share stories about spaces and objects, while the Shop features dynamic product displays marked with "Sale" and "Out of Stock" labels. Instagram integration in the footer bridges both worlds, showing lifestyle context.
The pixel-perfect implementation
Every spacing, typography detail, and visual element from Twntytwo's designs was implemented with precision. We created custom sections for images with text (including decorative initial letters), flexible article displays, and detailed product pages that adapt seamlessly to any screen size while maintaining design integrity.
The technical architecture that makes it work
Behind the refined interface, we built smart technical solutions:
Smart content management
We built the New Articles section with flexibility – manually select specific pieces or automatically show the latest four from any blog. This means fresh content appears without constant admin work.
Scalable image systems
Custom sections support various image ratios and sizes, allowing both images and text to scale responsively. Whether viewing on desktop or mobile, the layout maintains its carefully composed feeling.
Performance optimization
We used Gulp for streamlined development, ensuring the site loads quickly despite rich visuals and animations. The Cart API integration keeps purchasing smooth and intuitive 📱.
This is not the end!
The platform provides excellent foundation for growth:
- Advanced product filtering and search;
- Enhanced journal features with categories;
- Email marketing integration for launches;
- Expanded vintage collection capabilities;
- Customer wishlists and personalization.
This project shows that e-commerce doesn't have to sacrifice artistry for functionality. By combining technical precision with respect for design vision, we created a platform that works for Maria Elena's business and brand. As a result, a digital space that feels as carefully curated as the vintage pieces it showcases ✨
