Created for Sarah Feather Design (Opens in a new tab)
As a collaborator for Swid Studio (Opens in a new tab)
From flagship windows to digital expression
Sarah Feather Design creates award-winning window displays and visual merchandising for luxury brands across the globe. Their work is theatrical, precise, and unapologetically bold. When they needed a website to match their refreshed brand, the challenge was clear: translate that same intentionality into a digital experience.
Collaborating with a client who knows design as well as we do comes with a unique set of challenges. Fifteen iterations later, we achieved a result that satisfied everyone involved and brought out the best of all ideas and crafts. A site that feels as crafted and intentional as the displays Sarah Feather builds for the world's most discerning brands.
Client Sarah Feather Design
An award-winning Central London agency specializing in retail window displays and visual merchandising for luxury and high street brands worldwide. With over 20 years in the business, Sarah Feather creates conceptual designs, manages production, and oversees installation for global rollouts and bespoke flagship treatments. Their work is bold, theatrical, and meticulously crafted.
All about Sarah Feather DesignAgency ROX | digital agency
ROX is a digital agency located in Rotterdam that specializes in helping companies with their digital growth. Through a combination of strategic advice, polished designs and custom software development, they create web applications that are future-proof, scalable and improve work efficiency.
All about ROX | digital agencyRole UI/UX Design
Contracted by Swid Studio to design the digital experience for Sarah Feather's refreshed brand. I was responsible for translating the editorial brand vision into a functional, responsive website — designing layouts, establishing interaction patterns, and ensuring the design could be built within technical constraints. Initially presenting through Swid, I later joined client meetings directly to defend design decisions and bridge the gap between brand vision and development realities.
Delivery 2025-2026
Nine months from kickoff to launch, navigating fifteen design iterations, evolving content, and the complexities of translating static brand guidelines into a dynamic, scroll-driven digital experience.
Identity Wing
When your client stages luxury for a living.
Sarah Feather Design doesn't just decorate windows — they choreograph experiences. Every display is a carefully composed story: lighting, materials, scale, and movement working together to stop people mid-stride and pull them in.
For over 20 years, they've crafted window displays and visual merchandising for global luxury and high street brands. Their work is bold, theatrical, and uncompromising. Every element is intentional. Every detail is considered.
This isn't a client who needs to be convinced that design matters. They live it. Which meant the website couldn't just look good — it had to feel as crafted, as deliberate, and as confident as the installations they create.
The bar was high. And they knew exactly what they were looking for.
Chamber of Constraints
Where brand vision meets technical reality, and neither compromises.
Operations Hub
Standards built through iteration
Working with a client who understands design as deeply as their own craft required a different approach. Through fifteen iterations and constant refinement, we established pillars that guided every decision — not theoretical principles, but practical standards that kept the work sharp, buildable, and true to the brand.
These weren't just criteria. They were commitments.
