Oniro Group JCP Universe furnishing accessories website
JCP Universe furnishing accessories website Web
Website for a collection of furnishing accessories
In most furniture companies, accessories are the tail end of the catalogue: they come after sofas, tables and storage units, and fill whatever space is left. In the JCP collection the relationship is reversed, because it is precisely the objects, lamps, mirrors and decorative pieces that form the heart of the offer.
This reversal guided the project entrusted to our agency. An accessory treated as an add-on is shown in a grid alongside the others; an accessory treated as a signature piece needs space, photography that conveys its material and a context that explains where it comes from. It is the difference between a catalogue and a collection.
That is why the website gives each object its own page and builds editorial content around the products that tells their origin and language. This is not a side dish: in this segment, perceived value depends on the ability to place the piece within a narrative, and an object without a story remains just an expensive object.
The structure is completed by the events section, which documents the brand's presence on the design circuit, and the showroom page, because a collector's piece is judged in person. The project is part of the Oniro group ecosystem, which allows the collection to rely on an industrial capacity that a research-driven brand would hardly have on its own.
A signature accessory is not a catalogue add-on
On almost all furniture websites, accessories sit at the bottom, after the main furniture, in a grid where one object is as good as another. That is fine when they really are add-ons, but it becomes a mistake when they are the heart of the collection.
Here we reversed the hierarchy, giving each object its own page and building content around the pieces that tells their origin. In collectible design, perceived value depends on the narrative as much as on the craftsmanship: an object without a story is simply an expensive object. We are in Cantù, in the district where these pieces are made, and we see the difference up close.
NewVisibility was founded in 2013 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.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which designed the website structure and the layout of the product pages.
Furnishing accessories, objects, lamps, mirrors and decorative elements conceived as signature pieces, with a recognisable identity and a strong research component.
Because a signature piece needs space, photography that conveys its material and a context. In a shared grid it would lose all of this.
Because in collectible design, perceived value depends on the narrative. An object without a story is seen as an expensive product and nothing more.
A catalogue lists available products; a collection offers a body of work with research behind it. The website structure must make this distinction clear.
To document the brand's presence on the design circuit, which for a research-driven brand is the natural context for recognition and a source of credibility.
Yes. We are based in the furniture district between Como and Brianza, and we are registered on the Lombardy regional list of incubators and accelerators for fashion and design.