Case
Eloh Barcelona
Online store for Eloh, the Sabadell manufacturer behind CANACANA's inflatables. Two shapes, eight prints, and a page that takes the colour of whatever you are looking at.
The brief
Eloh makes inflatables in Sabadell. CANACANA, the brand of Concept Hotel Group, designs them after its hotels: a ring and a chaise in eight prints, from Tropicana to Los Felices. The catalogue is tiny and the products are loud, so the shop had to be nothing more than a stage for them. No lifestyle content, no editorial. The objects, at full size, in their own colour.
The decision
Two ways of looking, one switch. All products is a grid of hairline red lines, every cell stamped with the CANACANA mark, the inflatables floating on grey like samples on a table. Single product turns the page into the product: the background takes its colour, the ring fills the screen, and the neighbours wait on either side, out of focus.
The interface stays out of the way. Navigation is a stack of white cards pinned to the left, red Helvetica on white, the cart a solid red block. The product sheet opens as one more card on the same coloured ground: price, an accordion for measurements, materials, weight and what comes in the box, the assembly instructions as a download. Close it and you are back on the shelf.
The part nobody sees
Colour is content. Each product carries its own background alongside price and stock, so a new print arrives with its colour and the page follows. Nobody touches the stylesheet. The crossed-out prices work the same way: a sale is a flag, not a redesign.
Images resolve from a blur instead of popping in, so the page composes as it loads rather than jumping into place. And under the two views there is one catalogue. Shopify holds variants, prices and the European shipping rules; the storefront only decides how to show them.
