NORR11

Information

NORR11 is a design company founded in 2011 with a vision to continuously create design that sparks curiosity. Crafted with genuine materials, their pieces are made to use and built to last.

At their studio, they embrace a 360-degree perspective, ensuring that each piece of furniture exudes visual appeal from every angle. The result is a sculptural, bold and sophisticated expression. They dare to blend different time periods, design directions, cultures and materials to craft products that exude attitude and relevance.

We tried to capture that in their new webshop.

About the grid & the pdp

We aimed to highlight the individuality of each product while ensuring they complemented each other, resulting in a thoughtfully curated overview for the product pages. This presentation effectively showcases the diverse styles and color themes simultaneously, providing a cohesive and visually appealing look to the page.

On the Product Detail Page (PDP), we adopted the same construction approach. Utilizing a dynamic gallery, 360° customisation, and comprehensive contextual information, we've crafted an immersive experience that tells the compelling story behind each product.

Collections & Editorial Part

Collections represent the silhouette of each product style, and we unfold their story in these intermezzo pages. Enhancing this experience is an inspiration section, allowing you to envision products in context, and a dedicated professional section providing comprehensive details about the furniture essential for your project.

Iben Wistrup Schwaner, Commercial Officer and Co-CEO

"Spring/Summer has captured our vision to perfection - a true realization of our DNA that exceeds all expectations. The seamless blend of design and technology is incredible, and the website doesn’t just showcase our products but creates a brand experience. But it’s also designed and built with future growth in mind, as the perfect foundation to build upon. We have so much more to come, and we look forward to exploring further with Spring/Summer."

What did Spring/Summer create for NORR11?

Spring/Summer designed and developed NORR11's online flagship store, launched in 2024 on Shopify. We led strategy, design, and development for the Danish design company, building a digital flagship that mirrors the sculptural, sophisticated character of their furniture.

What technology powers the NORR11 webshop?

The NORR11 online flagship runs on Shopify. Shopify supports NORR11's international commerce and gives their team a stable, scalable platform. We chose it because it lets the editorial team compose pages around new collections and inspiration content while keeping the commerce engine reliable.

What was the brief Spring/Summer was given?

NORR11 had built a brand on sculptural, bold furniture made with genuine materials and built to last. The brief was to translate that confidence into a digital flagship: a webshop where each product stands on its own visually, while reading as part of a coherent collection, and where the brand's editorial sensibility carries through every page, including the trade and professional sections.

What design and strategic decisions shaped the project?

We treated every design call as a commercial decision. The product overview is a thoughtfully curated grid that lets individual pieces stand out while reading together. The PDP uses a dynamic gallery, 360° customisation, and full contextual information to support the confidence needed at higher AOV. Collections pages act as editorial intermezzos, and a dedicated professional section provides full specifications for trade buyers and architects.

What was the outcome of the NORR11 launch?

NORR11 launched the new Shopify flagship in 2024, built as the foundation for future growth. The site is now the digital home for a Danish design brand founded in 2011, with more than 90% of products manufactured in Europe and distribution across international markets including the Gulf. In the words of co-CEO Iben Wistrup Schwaner, the site does not just showcase the products but creates a brand experience, and is designed and built with future growth in mind.

Who is this case relevant for?

This case is for design houses, furniture brands, and considered consumer brands that want their webshop to read as editorial, not as a Shopify theme. We work with brands that lead with craft and want their digital presence to match. If you are translating a sculptural physical brand into a digital flagship, this is the work we love.

How can a brand start a similar project with Spring/Summer?

Tell us about your project at contact@springsummer.dk or call +45 32 16 22 22. We're a Copenhagen-based digital design and brand agency, and we like hearing about briefs early, even if you're still figuring out what you need. Let's collaborate and make great stuff.