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E-commerce · Editorial Web2021

Another Store

A Vogue award-winning concept store, designed like a real-time magazine that stays luxurious yet approachable.

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Role
Product & Visual Designer
Timeline
6 weeks
Platform
Web · Storefront
Year
2021

Live, interactive Figma prototype. Click into it to explore.

Open in Figma

Another Store is a concept store I designed as a digital space structured like a real-time magazine. The goal was to blend shopping and editorial into one luxurious yet approachable open space, and it went on to win a Vogue award.

The Problem

What wasn't working

Most online stores treat shopping as a transaction. A concept store like this needed to feel like a place you want to spend time in, closer to a magazine than a checkout.

Goals

What success looked like

  • Blend commerce and editorial into one coherent experience.
  • Make it feel luxurious without feeling cold or exclusive.
  • Give the brand a distinct, memorable point of view.
Research

What I learned first

  • Looked at how magazines hold attention and pace a reader.
  • Studied concept stores that mix retail with culture.
Challenges

The hard parts

  • Balancing editorial richness with a store that still needs to sell.
  • Keeping a luxurious feel approachable rather than intimidating.
Design Process

How I worked through it

  1. 01

    Editorial

    Structured the site like a living magazine, not a catalogue.

  2. 02

    Craft

    Pushed type, rhythm and imagery to feel premium.

  3. 03

    Balance

    Kept shopping easy inside the editorial frame.

Wireframes

Structure before surface

Sketched the site as magazine spreads first, then worked out where commerce lived inside them.

User Flow

The path a user takes

  1. 1Arrive into an editorial, magazine-like space
  2. 2Browse stories and products together
  3. 3Move into a focused product moment
  4. 4Shop without leaving the mood
Final UI

Where it landed

An editorial storefront that feels like flipping through a beautiful magazine you can also shop from.

Impact

What changed

Vogue
Award-winning concept
Editorial
Magazine-style shopping
Distinct
A memorable brand point of view
Lessons Learned

What I took away

  • Commerce and content do not have to fight each other.
  • A strong point of view is worth more than another feature.
Reflection

Another Store is still one of my favourite projects. It reminded me how much personality a product can carry when you let it.

Next project

Zeynab El Helw

Brand · Portfolio Web

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