Design, Development & Implementation
Launched in 2008, Loaf is an online furniture retailer. The brand prides itself on sourcing its quality, contemporary pieces from independent, family-run businesses. The expanded range now includes tables, desks, cushions and coffee tables. The company found that by and large customers are content to buy online up to a certain price point but beyond that they need to see, feel and try an item, be it a sofa or a bed.
For this reason Loaf asked Blass to design its first ‘slowroom’ in Battersea, in a rundown building previously used for discount furniture. The structure of the building itself was interesting on the inside, with railway arches backing onto the tracks but it was the dramatic and courageous work to the frontage that has created something of a local landmark. The ‘slowroom’ is not designed to be transactional, rather experiential; it entices, beguiles, surprises and delights customers in the expectation that they will buy into the brand and make purchases via the website at their leisure, perhaps increasing the value of their order by adding accessories to a single large item. As such is difficult to monitor conversion rates but the phenomenal success that the business is enjoying is evinced by the two new sites Blass is currently working on, in Notting Hill and Swindon.