Marmoré
Tile Studio

An inventory of an atelier, the storefront of a warehouse.

Marmoré arrived with the inventory of an atelier and the storefront of a warehouse. The collections were already there — Italian porcelain, Spanish stone, Portuguese terracotta — sourced directly, tightly edited, priced fairly. What the brand didn't have was a way to show any of that. The site read like a wholesaler's catalogue. The Saturday-showroom industry it was trying to replace looked, online, more refined than the alternative.

The commission was simple in shape and difficult in execution. Build a house that matches what's already on the shelves. Make tile-buying online feel calmer than tile-buying in person. And do it without leaning on the language the rest of the category uses — no luxe, no exquisite, no timeless. Plain English, quietly confident.

Three movements. Three weeks.

01 — Naming and identity. The wordmark was coined from the Italian marmo: marmoré. set in Fraunces, lowercase, the acute on the final é preserved, the full stop in champagne gold. Italian-coded without borrowing a real mill's name. Distinct in search from day one. One accent colour — champagne — on near-black ink and a warm bone surface. The tile colours themselves do the rest.

02 — Photography direction. We rewrote the entire visual library. Out: lifestyle bathrooms shot under ringlights. In: editorial detail — slabs against plaster walls, light raking across veining, a hand and a sample. We briefed every shoot the way a magazine briefs a photographer: shoot for Apartamento, not for Beaumont.

03 — The site. Twelve collections, not eight thousand SKUs. A sample-ordering flow that doesn't make you sign in. A calm checkout, photo-on-arrival freight, a calculator that doesn't insult the homeowner who already knows her square metres. Built on Next.js, hosted on Vercel, CMS in markdown for the journal and collections so the team could ship without us in the loop.

From competing on price to being requested by name.

The site went live on a Thursday and the first sample order arrived in the system before lunch. Marmoré's standing in its category shifted the way it was meant to: from competing on price against showrooms to being requested by name by designers and renovators who'd found it on Instagram, on Pinterest, in conversation.

The first 30 days are still being measured. We'll publish the numbers when they're real.