Ace andTate portrait

Ace & Tate


Omnichannel North Star

Ace & Tate

Discover the North Star e-commerce platform we created for Ace & Tate, where familiar physical patterns blend into an adaptive interface. With a smart menu based on familiar tabs, navigating the virtual storefront has never been easier or more intuitive.


    • Market analysis
    • Desk research
    • Data analysis
    • Brand positioning
    • Stakeholder interviews


    • Art direction
    • Brand design
    • Brand guidelines
    • UX & UI design
    • Wireframing & prototyping
Overview Ace & Tate
Van Woustraat Ace & Tate store in Amsterdam

Mirroring the physical

Experience the reimagined Ace & Tate Amsterdam flagship store, where our design language comes to life. With a clever rail system, the space can transform to fit any context, mirroring the flexible nature of the website.

Omnichannel approach

Everything you can do in the physical stores of Ace & Tate can also be done on their digital home.

Adaptive interface

We created a simple system that our users can interact with. No matter where the interface is in the digital or physical world, it’ll always keep this recognizable  appearance.

Product Listing Page

The smart menu suggests relevant filters, while hover states showcase various Buying and Trying options.

Dynamic product cards

In Ace & Tate stores, glasses repose on their own wall pedestals. We elevate the digital version by allowing full customisation of the background and surface according to seasons or campaigns.

Product Detail Page

With our innovative tab system, we allow users to compare multiple glasses they like within the same screen.

Expressive brand guidelines

To ensure a cohesive brand communication across channels we created brand guidelines which effortlessly merges their physical & digital presence, ensuring a unified brand experience.

Ace & Tate Copenhagen
Objects and gifts from the Vitra Gift Finder website. There is a wooden bird in the middle, surrounded by a cork stool, an elephant, sculptures, a clock and a small table.
Gift Finder

Next up — Vitra