In the age of the digital revolution, art galleries have embraced the online realm to connect with art enthusiasts, showcase their collections, and provide a platform for artists to exhibit their creations. A well-designed website has become an essential tool for art galleries to engage a global audience, promote their artworks, and create a memorable virtual experience.
Founded in 1967, Andipa Gallery have, for over half a century, shared the very best in contemporary art with their network of global collectors. Like many heritage brands, their are inherent challenges in digitalising and improving their online offerings. Using the platform Artlogic, Tripleseven Creative looked into both the UX of the site as well as how to bring the core elements of their brand and personality to the forefront of the existing two websites.
Split between limited edition screen prints and original works on canvas and sculpture, the two websites offer a distinctly and intentionally, different experience for visitors. Andipa Editions, the print side, is more transactional and fast-paced whereas Andipa Gallery is more relaxed and refined.
We believe that the first step in designing and enhancing the websites is to capture the essence and personality of the physical space. Through detailed conversations and research, we discussed how a website should reflect the gallery’s unique style, ambiance, and, of course, the artists it represents. A well-curated gallery, much like Andipa, has a consistent visual identity, which we felt could be translated better into the website’s design. Incorporating elements such as colour schemes, typography, and imagery that align with the gallery’s brand to create a cohesive and immersive online experience. One key area was that of improving CSS so that the branding in terms of colours and the responsiveness of the website – creating a less static feeling – could be explored.
Navigating an art gallery website should be seamless and intuitive, allowing visitors to effortlessly explore the collections and artworks. Clear and well-organised menus enable users to find information easily. With a firm understanding of this – Andipa Editions had already categorised pages by artist and shared the artworks available in the gallery or those that can be sourced. A key takeaway was how the structure, whilst intuitive, can be enhanced through better layout and menu design with the goal of enhancing accessibility and allowing visitors to find specific artworks or artists of interest such as historic exhibitions or guides.
The primary focus of an art gallery website is to showcase the artworks. High-quality, professionally photographed images are paramount to accurately represent the artistic details and textures. Each artwork should have a dedicated page featuring an image gallery and essential information, such as the artist’s name, title, medium, dimensions, and a brief description. Utilising zoom or magnification features allows users to explore the finer nuances of the artwork, creating an immersive experience akin to visiting the gallery in person. We also felt that when a visitor arrived at a specific artwork page that contact options needed to be facilitated. For example, when looking to buy Banksy prints, the landing page forms a welcome springboard from where the visitor can look into available works and content. Over the course of development, this experience will be enhanced to create a more dynamic and responsive page that brings the history, heritage and experience of the gallery to the forefront.
In an era dominated by smartphones and tablets, optimising the Andipa Editions website for mobile devices will be essential. A responsive design ensures that the website adapts seamlessly to different screen sizes, maintaining visual appeal and functionality across all devices. Current on-going conversation is examining the scroll feature on artist specific pages that can be better employed. Better mobile optimization not only enhances the user experience but also expands the reach of the gallery, allowing art enthusiasts to explore the collection conveniently on their preferred devices.
Over, Tripleseven are excited to be working on a new project with the esteemed Andipa Gallery. On the new endeavour Director of Andipa, Acoris Andipa says, “For over 50 years we have always prided ourselves on our ability to reinvent and to be at the forefront not only of the art market but of connecting with our clients. With Tripleseven Creative, we feel confident that we have chosen an exciting partner for this new digital era of our gallery.” For more information on original Banksy paintings or any of the artists and artworks available,contact Andipa via sales@andipa.com or call 020 7589 2371.
