ALTARA
A luxury stone showroom that is secretly a working catalog, run by the brand team alone.
Altara sells premium sintered stone to two very different audiences: homeowners choosing a kitchen surface and architects specifying a facade. Those audiences want opposite things from a website. One wants a showroom, the other wants a spec sheet, and luxury sites usually pick a side. This one had to be both: an editorial, showroom-grade front end sitting on a working catalog of 600+ slabs that the brand team updates without a developer. I built it end to end, with a publishing system that keeps pages fast while every slab, collection, finish, and application stays in the team's hands.
The real work was invisible: designing the catalog so the same slab can be found by finish, by collection, and by application, all at once. Get that right and everything else follows. The team reshapes the catalog into curated stories without me, and a visitor browses from whichever angle they already think in.
- Designed the catalog so the full slab library is browsable by finish, by collection, and by application from a single source
- Built the editorial front end so product and collection pages stay fast while staying fully editable by the team
- Created two journeys for homeowners and professionals, with an e-catalog PDF, request-a-sample and WhatsApp contact, and a material comparison for spec decisions
