Art is often perceived as an abstract entity for a closed group of art lovers and so-called experts. 42Gallery's mission is to make good art more accessible to the general public in Denmark. To that end, they wanted to develop an online art gallery where visitors can buy works from the best up-and-coming artists.
In collaboration with DNA design, a concept was launched in early 2012 using an online shop in tandem with inspirational blog. 2 ½ years after the first launch, it was time to modernise the user interface with a more contemporary and modern 'look and feel'.
We designed a more contemporary, stylish and flat user interface. The works are grouped so it's easy to search and filter categories, styles and price. Each artist has their own profile page, where visitors can learn more about their background, history and works.
To create greater engagement among the target audience, we focused on social media integration and easy newsletter sign up, ensuring more frequent communication across digital platforms.
42Gallery is now an established and renowned brand. The site appears on page 1 of Google in relation to the relevant keywords, driving significant traffic to the site. The site has gained excellent publicity in the media and is followed by thousands of Facebook users. There are also thousands following the 42Gallery blog.
"DNA Design’s approach aligned perfectly with 42gallery's desire to demystify art and make art practical and easy-accessible, without compromising on visual quality."