converting a physical art gallery space into a digital experience


VITRINE is a reputable contemporary art gallery established in 2010 with premises in London and Basel.

Art gallery promotional website

After producing a successful visual re-brand for their company in 2013, we joined up with the VITRINE gallerists again in 2020 for a website redesign. One of their biggest concerns with building a new website was the seemingly cumbersome task of migrating content from one Content Management System to another.

Beyond this obstacle, our client needed the new website to offer a more intuitive user experience. They also wanted to be able to digitally echo their physical galleries, which use ‘transparent architecture’ to allow artwork to be viewed 24/7 from surrounding public squares.

We worked to make the website’s homepage reflect the experience of VITRINE’s gallery spaces. A big factor that plays into their gallery concept is the impact of day and night time lighting on the work they exhibit. To replicate this, we created shifting background colours to match time of day.

To emphasise this effect, the time and weather conditions for both gallery venues were also given bold visual prominence.

Having successfully designed our gallery branding back in 2013, they evolved this identity into our new digital platform. wearegoat listens and builds an understanding of their client with notable care whilst being inventive and playful with their ideas and offering brilliant design solutions. This combination offered us a wonderfully satisfying process and finished design, which we (and our artists, viewers and clients) love and will enjoy for another 10 years.
Alys Williams
Founding Director of VITRINE
The navigation from VITRINE's website
The exhibitions list from VITRINE's website

With the intertwined nature of the content — exhibitions, events, press, artists, and stories being related in a web of connections — we built the website to promote further exploration through these relations.

This also meant that the website needed to allow the user to quickly jump to the page or section that interested them; such as the navigation displaying the current or upcoming exhibition for each location.