Branditify

Project story · Furniture commerce

Loom Collection: Editorial commerce for considered spaces

Loom Collection is a designer-led furniture boutique in Dubai. Branditify worked on its digital experience: commerce that starts with the room and the maker.

Project
Furniture commerce
Category
Furniture · luxury retail
On the website
Rooms, makers, collections, pieces
Service
Ecommerce

From a room to a piece

The Loom Collection home page: The Linen Season, Summer in its lightest form, over an olive sofa and a round wooden coffee table
The Loom Collection home page opens with a season, not a sale.

The project

Furniture is bought for a room, not a basket

People picture a sofa in their own room before they add it to a cart. The store has to start there.

Loom Collection is a designer-led boutique for furniture and home décor in Dubai. It brings together design houses such as Tolv, Ethnicraft and Natadora with its own studio line.

Branditify worked on the Loom Collection digital experience, which its 2026 Selected Digital Work sums up in one line: “Editorial commerce for considered spaces.”

The store shows what that means in practice: a seasonal story on the home page, rooms to shop by, the makers behind the pieces, and product pages that carry the detail.

What did Branditify work on for Loom Collection?

The Loom Collection digital experience: commerce for a designer-led furniture boutique, which Branditify’s 2026 Selected Digital Work lists under premium retail as editorial commerce for considered spaces.

What type of business is Loom Collection?

A designer-led furniture and home-décor boutique in Dubai, with its own studio line and a family of European design houses.

Was this an ecommerce project?

Yes, commerce: the portfolio places it with premium retail experiences and points to the Loom Collection store, shown on this page.

The project at a glance

Client
Loom Collection
Location
Dubai, United Arab Emirates
Category
Furniture · luxury retail
Project type
Furniture commerce
The store
Rooms · Makers · Collections · Product pages
Portfolio line
“Editorial commerce for considered spaces.”
The Loom Collection entry in Branditify’s 2026 Selected Digital Work: furniture and luxury retail, editorial commerce for considered spaces
Loom Collection, as listed in Branditify’s 2026 Selected Digital Work.

Editorial commerce

From a room to a piece

The store tells the story around the furniture, the room it belongs in and the people who made it, and keeps the shopping one step away.

  1. The Find your room section: photographs for living room, dining, entryway, bedroom, outdoor and workspaces, each with its own shop link

    Start with a room

    Living room, dining, entryway, bedroom, outdoor, workspaces: six ways in.

  2. The names behind the pieces: design houses Tolv, Ethnicraft, Natadora and lights&lamps beside Loom Collection’s own studio line

    Or with a maker

    Each design house has its origin, its story and a link to its pieces.

  3. The Living Room collection: shortcuts for sofas, tables, chairs and storage over a room photograph, then filters beside a grid of sofas and tables

    Narrow the collection

    Shortcuts by type over the room, and filters beside the grid.

  4. A Loom Collection product page for the Avery Sofa in sand: photographs, price, stock, quantity, Add to cart and an estimated delivery table

    Choose the piece

    Photographs, stock, delivery and the details on one page, then Add to cart.

What does “editorial commerce” mean in this project?

Commerce that reads like a magazine first: the season, the room and the maker come before the price, and each story links to the pieces it describes.

How are collections and products presented?

By room first, then by type. Collections have filters and a Save to project button on each piece; product pages hold the photographs, the stock, a delivery estimate, the details and Add to cart.

On a phone

A quiet store in a small space

On a phone, the home page still opens on a room and a season, and every piece in a collection can be saved to a project for later.

The Loom Collection home page on a phone: a sofa and a floor lamp in a quiet room, then The Linen Season and Summer in its lightest form
On a phone, the story still leads.
The Living Room collection on a phone: shortcut buttons over a room photograph, then product cards with prices and Save to project buttons
On a phone, every piece can be saved to a project.

What this page covers

The experience, not the warehouse

This is a commerce project story. The furniture, the makers and the claims on the store are Loom Collection’s own.

Did Branditify build inventory or order-management systems?

No. None of the stock, order, payment or delivery systems is part of this work.

Which Services does this work prove?

Ecommerce.

Does Loom Collection map to an existing Branditify Industry?

Not to one of our current Industry pages. It is a furniture and home-décor retailer.

Questions

About this project

What is Loom Collection?

A designer-led furniture and home-décor boutique in Dubai.

What did Branditify work on?

The Loom Collection digital experience: commerce for its store.

Did Branditify make the furniture?

No. The furniture comes from Loom Collection’s studio and its design houses.

Which Branditify service relates to this project?

Ecommerce.

Start a project

Selling pieces people live with for years?

Tell us about your collection and how people choose it, and we will reply with how we would approach the commerce.

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