Concept: Destination Shopping

EDIT Sloane Street


What if salespeople across luxury stores were accessible via a single platform? With increasing competition from online retailers, department store loyalty schemes and concierge services, customers are tempted away from brands in their flagship homes.

We saw an opportunity to boost standalone luxury stores by connecting them on a digital platform dedicated to their destination.

Since a large proportion of buying in luxury stores is done via private shopping, we focused on boosting selection, reservation and styling functionality. We developed personal profiles for customers which could be updated by sales associates with new releases, special items and previous purchases.

Personal shoppers, stylists and anyone else making purchase decisions using the profile for outfit building and record keeping could also connect with stores on their behalf.

Working with a leading London estate, we engaged several luxury brands to create a demo.

We created dedicated store pages, customisable according to brand preference.

Featuring more information than a store directory, we explored individual luxury brand guidelines to refine a web presence that used some of their brand collateral.
Profiles are shared with store staff, stylists, shoppers and personal assistants to consolidate and speed up a customer's relationship building across brands.
We developed annotation tools so that anyone in a customer profile can upload, sort and comment on reference images (taken from numerous sources) and shared privately across messenger apps, instagram or email.

Image Credit: MAJA WYH

We created dedicated store pages, customisable according to brand preference.

Featuring more information than a store directory, we explored individual luxury brand guidelines to refine a web presence that used some of their brand collateral.




Profiles are shared with store staff, stylists, shoppers and personal assistants to consolidate and speed up a customer's relationship building across brands.




We developed annotation tools so that anyone in a customer profile can upload, sort and comment on reference images (taken from numerous sources) and shared privately across messenger apps, instagram or email.

Image Credit: MAJA WYH


EDIT was built on web technologies including Ruby on Rails and Javascript. It is powered by the Heroku platform-as-a-Service and the Amazon S3 cloud.

EDIT was beta tested by stylists Michael Williamson, Valeria Viganò and Bethany Williams.

Reemé Idris & Zapher Idris