Inform

Reaching into the Past to Inform the Future

Inform Interiors is a design institution in Vancouver, Canada, that has inspired our studio for years. Every visit, whether for a book signing with renowned designers, a thought-provoking exhibition, or exploring their beautifully curated displays where historic and contemporary objects coexist, has reinforced why Inform is considered one of the top design shops and cultural hubs in the world. After celebrating their 60th anniversary, it was time to bring their legacy online in a way that honored their physical space. Guided by their name, “Inform,” we built a site as rich in knowledge as the store itself. Visitors can now browse objects, explore designer stories, RSVP to upcoming events, and engage with their renowned talks and writings. The interface reflects Inform’s blend of history and contemporary design, bringing their showroom into the digital realm with clean typography, generous whitespace, and an editorial approach to content.

Blending Storytelling with Function

We conducted research into Inform’s history and worked alongside Information Office as they carried out a rebrand. Through our research, we learned that Inform is a defacto design museum in Canada. We wanted to honor that reputation by blending storytelling with function. Objects can be filtered by type, brand or designer name. Designers each have their own dedicated page with a photo, bio, and their related objects. On the site you can now view their other Inform Interiors services, RSVP to upcoming events, see all past events, dig deeper into the stories behind the objects, and find all of Nancy’s Letters.

A Family’s Design Legacy

Inform’s evolution is rooted in family and craft. Founded over 60 years ago by Denmark-born cabinetmaker Niels Bendtsen, the shop later expanded under the leadership of Niels and his wife Nancy Bendtsen, who took the helm in 2000. Their daughter, Meriah Schultz Olson, who grew up in the showroom and later worked in New York’s fashion design world, has since joined Inform, helping shape its next chapter.

Advanced Technology for Timeless Design

Behind the scenes, we developed a seamless, scalable system that integrates with Inform’s new POS via Netsuite ERP, ensuring continuity between ecommerce and in-store experiences. By blending storytelling with function, we created a digital space that extends Inform’s mission, being both a shop and a hub for all things design, architecture, and art.

Client: Inform
Era: 2022 - 2024
Type: Digital
  • Principals: Michael Ellsworth, Corey Gutch
  • Creative Direction: Michael Ellsworth
  • Interactive/UX Direction: Corey Gutch
  • Research: Raya Leary
  • Interface Design: Òscar Viñas
  • Brand Design: Information Office
  • Front-End Web Development: Shaun Kardinal
  • Back-End Web Development: Michiko Swiggs
  • Netsuite Integration: Ivars Bariss
  • Account and Project Management: Trish Chua
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