Responses by Dylan Brouwer, digital designer and no-code developer, UNCOMMON.

Background: The website for Palmer Dinnerware was designed to serve a diverse B2B audience from top-level chefs looking to curate the perfect selection of plates for their restaurants to resellers and direct consumers as a secondary group. This wide audience required a digital experience that was both intuitive and elevated, offering clarity without sacrificing visual richness. The website was not part of a broader promotional campaign, but rather a standalone digital expression of the Palmer brand.

Design core: At the heart of the site lies the homepage experience, a scrollable and draggable canvas that showcases the full Palmer collection in one unified space. Visitors can filter the tableware by color, type or size and see the entire selection reconfigure seamlessly within the canvas. For those who prefer a more traditional layout, we included a simple toggle that switches to a structured grid view. This flexibility allows different user types from chefs to casual browsers to explore the products in the way that suits them best.

Clicking through to a specific collection opens a horizontal scroll lookbook, each with its own mood, color story and visual flow. These microexperiences were carefully designed to feel tactile and immersive, supported by rich photography and refined motion. This is one of the aspects we’re most proud of: the final result closely matches the experience we envisioned at the start: intuitive, elegant and brand-driven.

Soon, Palmer will also launch Table Stories on their website, a new editorial series giving insider access to the minds of chefs.

Challenges: From a technical perspective, building the interactive canvas was the most challenging part of the project. Creating a layout that could respond dynamically to filtering, while maintaining spatial harmony and fluid transitions, required deep attention to detail. To bring this vision to life, we worked with the French freelance creative developer Alexis Séjourné, who helped us push the technical execution to a higher standard.

Time constraints: Although the project took longer than initially estimated, we didn’t face critical time constraints. Perfectionism is part of our studio’s DNA, and we’re comfortable investing extra time to get every detail right. In the end, that dedication paid off not only in how the site performs but also in the attention and recognition it has received across the industry.