October 21, 2014

wolfgordon.com: A New Browsing Experience

Sponsored by Wolf-Gordon


intention in developing a new website was to break the typical flatness of product websites with thumbnail images, and to create a sense of place that is visually and experientially engaging.  Since the company’s products are real materials that go into real environments, Wolf-Gordon tried to convey as much depth and movement as possible on this site.

The website has been programmed to allow users to skim through a broad selection of patterns, much as if they are flipping through a stack of memo samples. After selecting from the Wallcovering, Upholstery and Drapery categories, users can choose filters that narrow down their search to more specific color, material, style, and scale.

Once a pattern is selected, options are presented to view all the colorways, review product details—including sustainability and LEED data—zoom in on the design, and see it installed in a room setting. You can also choose to go directly to ordering a sample or save it as a “favorite.” Design Stories provide insight on what inspired certain products.

Separate sections of the site are dedicated to Wink—Wolf-Gordon’s clear dry-erase coating—and Scuffmaster Architectural Finishes. The WG Customs Lab section includes case studies, along with details on how to produce a successful custom or digital wallcovering. The new


provides a significantly expanded amount of information on wallcoverings and textiles, designers, and news about the nearly 50 year old company. We hope you will enjoy visiting the site again and again!


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