Zeev Aram opened his first all white modernist showroom on the Kings Road in 1964, offering the British public an opportunity, for the first time, to buy, directly, works by modernist masters Breuer, Le Corbusier, Castiglioni, Eileen Gray, Walter Gropius and others. Zeev helped pave the way for a transformation in the UK's aesthetic sensibility. The business now operates from a grand showroom in Covent Garden and is respected as the country's "finest furniture store". Our challenge was to create a site that matched the cool industrial ambience of the Covent Garden showroom, and provided a stylish gallery for its iconic products. We studied the Covent Garden store and used key visual elements, merchandising layout and sales strategy to inform our design. We built the site on Magento. All development being completed in-house, giving us complete control of the final output. The Aram site was nominated in both the Etail and ECMOD awards “Best Design category 2012.