Celebrated British interior designer, Kelly Hoppen MBE, launched her new luxury online home store this week. The mantra is simple - "we are the space we live in" - and The Art of Home enables consumers to create a true feeling of home.
The site takes inspiration from some of the best in digital experiences - marrying storytelling and social media with a product range that is created entirely from one of the most respected experts in her industry. Crafted to guide its visitors, the website reads like a magazine editor, curating and editing product stories and concepts.
Site visitors are immersed in "The Art of Home" at every stage of their shopping experience. By harnessing Kelly Hoppen's own expertise in interior styling, the store stands apart from its more traditional retail counterparts by enabling consumers to create the home of their dreams through Kelly's expertise in crafting compositions to suit individual style, mood and personality.
Captured through a series of "shoppable Style Secret videos", allowing visitors to shop in the space in a more intriguing way, Kelly offers up her tried-and-tested style formulas designed to dissolve fears and frustrations when it comes to making design choices. The website's aesthetics mimic the feel of a high-end luxury fashion brand through the generous use of space, large, striking graphics and engaging and inspiring content.
The sizeable product ranges for each room also feature a selection of Home Jewellery. Decorative accessories which, based on Kelly's expertise of grouping items to complement perfect neutral spaces, have each been photographed in various compositions to visually illustrate how they can be displayed after their purchase.
Ultimately, both the design and craft of the store itself, and the collections available for purchase within it have been designed to transform the experience of home styling so it becomes a satisfying creative outlet that's absorbing, expressive and fun.
"Rather than enabling the replication of the Kelly Hoppen look, the site is about inspiring people to approach their home as a canvas, and then giving them easy-to-apply tools and products to create their perfect home."