Square Knots

The challenge with custom rugs is communicating their sheer artistry and luxury online. Most e-commerce sites treat them like commodities. Square Knots needed a digital presence that instantly elevated their custom, handcrafted pieces to the status of fine art. We focused on creating an entire visual universe for their products. We built the website end-to-end, using their existing brand assets while designing a completely unique presentation layer. We created custom sound and motion content for the homepage that was cinematic and immersive, setting an aspirational tone immediately. To truly reflect the quality, we developed unique image backdrops for the rugs that made each piece look like a painting. This strategic visual decision ensured that when customers shop, they are buying a piece of fine art, not just a floor covering. You can view the website here.