Website redesign for a luxury furniture brand
C.G. Capelletti, a furniture brand that combines sophistication with high-quality craftsmanship, has entrusted our agency’s team with the redesign of its website. To convey the company’s elegance, we adopted a minimalist design, focusing on maximum clarity: high-definition images showcase the quality of the products, whilst the gold-coloured headings evoke the luxury of the items.
The most significant design decision, however, concerns the organisation of the catalogue, which can be navigated along two parallel axes. The first is by collection, ranging from the contemporary line to the elite classic range and the collection dedicated to grand pianos. The second is by product type: sideboards, sofas, columns, desks and writing tables, and chests of drawers.
This dual approach caters to two different ways of searching. Interior designers think in terms of collections, as they need to ensure stylistic consistency across an entire room; end customers or retailers, on the other hand, often start by looking for the specific piece they need. Forcing both into a single hierarchy would have disadvantaged one or the other.
The website is bilingual in Italian and English with hreflang and x-default configured; it includes a contract section for bespoke projects, a restricted access area, and a news and media section. Images are served in WebP format, and the layout is responsive, ensuring full usability from desktop to mobile.
Two ways of searching deserve two paths
In C.G. Capelletti’s redesign, the most significant decision did not concern aesthetics but navigation: ensuring that users can access the same product whether they start from the collection or from the product type. An interior designer and an end customer search in opposite ways, and forcing them to follow the same hierarchy means losing one of them.
Visually, we opted for subtlety: minimalist design, high-definition images in the foreground, and gold reserved solely for headings. In the luxury sector, the risk is always excess, and understated design conveys quality better than decoration. We are based in Cantù, in the furniture district, and working with high-end companies has taught us this lesson first-hand.
NewVisibility was founded in 2013 based on an idea by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then, we have worked with over three hundred clients. We’re a team on a human scale: you speak directly to the people working on your project, with no middlemen, even after the site goes live.
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NewVisibility, a web development agency in the province of Como, which handled the complete redesign, the structure of the bilingual catalogue and the optimisation of the website.
Because interior designers think in terms of collections, to ensure consistency across an entire room, whereas end customers often start from a single piece. Two paths serve both without penalising either.
Minimalist and subtractive. High-definition images in the foreground and very few decorative elements: in luxury, excess communicates the opposite of what you want to convey.
Because it evokes the luxury of the products without overwhelming the page. A colour accent limited to the typographic hierarchy adds value, whereas spread everywhere it would lose all its effect.
To reach design studios and general contractors, who look for different information from private customers. It is often the most valuable channel for a luxury furniture company.
Yes, in Italian and English, with hreflang and x-default correctly configured so that search engines serve each market the appropriate language version.
You start from existing content and positioning. The work consists of keeping what generates traffic, mapping the old URLs with 301 redirects and improving structure and user experience.