Website development for a design furniture showroom
Carnaby is a leading furniture company in the province of Monza that spreads design culture through careful research and selection of products and accessories from the best brands. Precisely because the sector has to deal with changing consumer habits and digital transformation, the company decided to start from its website.
For a multi-brand showroom, the key issue is the visibility of what it represents. People searching online almost never type the showroom’s name: they search for the brand, often together with their city. A website that lists brands in a row of logos remains invisible to all these searches, which are the majority.
So we built a standalone page for each brand represented, from Poltrona Frau to Cassina, from Flexform to Edra, from Vitra to Giorgetti, through to Knoll, Cappellini, Moroso, Molteni and many others. Each page is an entry point that captures searches for that brand and brings them into the showroom.
Around this framework the website organises its other functions: the showroom presentation, the catalogue, interior design services, a projects section documenting completed work and an outlet area for special offers. The project is bilingual in Italian and English, fully responsive for browsing from any device, equipped with the necessary security systems and with SEO-optimised content.
A showroom gets found through the brands it carries
The question we started from with Carnaby is simple: do people searching on Google type the showroom’s name or the brand’s name? Almost always the latter, often together with their city. That led to the choice of giving each brand represented its own page instead of a row of logos on the home page, turning dozens of brands into as many entry points.
This is the kind of thinking we do before opening the editor: understand how people search, then build the structure accordingly. We are in Cantù, between Como and Brianza, and the furniture district is the context we work in every day, so we know well the difference between selling a product and representing a brand.
NewVisibility was founded in 2013 from 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 more than three hundred clients. We are a team on a human scale: you speak directly with the people working on your project, with no intermediaries, even after launch.
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NewVisibility, a web development agency in the province of Como, which designed the brand-based structure, developed the bilingual website and handled security and SEO optimisation.
A furniture showroom in the province of Monza that spreads design culture through careful research and selection of products and accessories from the best brands.
Because people searching online type the brand’s name, not the showroom’s. Each page becomes an entry point that captures that search and brings it into the shop.
No. A logo is not usefully indexable content: it remains invisible to searches combining brand name and location, which are the majority of relevant ones.
To demonstrate the showroom’s ability in fitting out and design. For a showroom the value is not just the product in the catalogue, but how it is composed in a real space.
Because it reaches a price-oriented audience that would otherwise not come into contact with the showroom, and gives visibility to special offers without affecting the positioning of the catalogue.
Yes, it is an area we work in continuously in the district between Como, Cantù and Brianza, designing structures built for the visibility of the brands represented.