Seagar Design

November 2019

Translating the physical materiality of an interior designer’s inventory to the web

My Role

Design, development


Will Cook — 3D modelling

Natalie Seagar — Art direction

Seagar Design is an interior design studio founded by Adrienne Seagar in 1994. With the recent addition of Natalie Seagar, the company is expanding into the retail space, opening a concept store — 'In Black' — in Auckland in November 2019. The store’s products explore the relationship between space, light and the colour black through form, materiality and texture.

The concept of materiality was a central focus — the website opens with an interactive 3D cube. Each of the cube's 6 faces displays a different material taken from Seagar Design’s real-life inventory. This was a particularly challenging feature to realise, and the cube geometry and texturing was painstakingly done by Will Cook, before being implemented on the web with the three.js WebGL library.

As the user scrolls, the page elements lock into place, and on the In Situ page, each refresh reveals a random set of 4 images, which are pre-selected in the CMS to create the best-matching combinations within the grid.

In Black is the name of Seagar Design’s physical popup concept store in Auckland, and its counterpart on the site is a catalogue of items on sale. Users can filter by category and designer, as well as browsing more details and product images.