The Plaza
The Plaza asked us to reimagine its retail business for a modern audience. The store serves two identities at once: the hotel's own heritage brand and the world of Eloise. Each has its own personality, merchandise, and audience, yet both live under one roof and depend on a shared inventory system that needed to work seamlessly across digital and in-store channels.
We partnered with The Plaza to build and launch a dual-brand ecommerce platform from the ground up. From discovery and creative direction through design, development, systems integration, and launch.
Two Brands. One Platform.
We conducted a full review of The Plaza's existing catalog, retail workflows, and digital experience. Stakeholder interviews and discovery sessions surfaced the core challenge: two brands with entirely different audiences, aesthetics, and merchandising needs sharing one backend, one cart, and one checkout.
From there, we built the sitemap, content model, and UX framework that would allow both experiences to coexist without compromise.
Refining the Experience.
From greybox wireframes to high-fidelity UI, every template was stress-tested for both brands before a line of code was written. Interactive prototypes were concepted and designed to validate the structure, navigation hierarchy, and content strategy across homepage, collection pages, product pages, and checkout.
Every detail, considered.
Each product page was shaped to feel less like a transaction and more like a moment inside the hotel itself. Rich imagery, contextual storytelling, and a considered scroll bring the weight and intention of the brand into every interaction, from first impression through to cart.
Each product page was shaped to feel less like a transaction and more like a moment inside the hotel itself. Rich imagery, contextual storytelling, and a considered scroll bring the weight and intention of the brand into every interaction, from first impression through to cart.
Take a piece of The Plaza home.
The Plaza isn't just selling products. It's inviting customers to take a piece of the experience home with them. The storefront was designed to carry that feeling through every collection, surfacing signature items alongside the editorial context and brand narrative that make browsing feel intentional rather than transactional.
Behind the experience, the platform connects directly to the hotel's in-store inventory system, keeping stock levels accurate across both channels in real time. A modular build with custom sections, metafield-driven product data, and a shared cart and checkout flow gives The Plaza a foundation that scales with seasonal collections and new merchandising initiatives without additional development.
Building a Platform That Mirrors the Store.
We produced shot briefs organized by page and component — defining exactly which visuals were needed and where. That planning gave us control from prototype through photoshoot, asset selection, and launch. The result is a commerce platform as considered as the hotel itself.
Measurable Details
Over the course of our partnership, we took The Plaza's retail experience from audit to launch, designing and developing a platform that bridges two brands, two audiences, and two channels into one system.
Measurable Details
Impact
Over the course of our partnership, we took The Plaza's retail experience from audit to launch, designing and developing a platform that bridges two brands, two audiences, and two channels into one system.
UX best practices surfaced in our audit
Unique content modules designed to balance heritage and commerce
Products translated from physical retail to digital
Hearts On Fire
Reimagining the world's most perfectly cut diamond brand for a new generation of luxury consumers.
