Cast London

Cast London
Bespoke Joinery & Interior Design E-Commerce Website

Overview

Cast London is a premium bespoke joinery and interior design company based in London, featured in Grand Designs, Living Etc, and Homes & Gardens — press credentials that place the brand firmly in the upper tier of the UK interiors market. The project involved designing and building a comprehensive e-commerce and brand website that could serve as both a luxury retail platform — selling across categories including Kitchen, Appliances, Interiors, Lighting, Tiles, Furniture, Steel & Brass, Worktops, and Top-End Flooring — and an editorial showcase reflecting the craftsmanship and design sensibility behind every Cast London piece.

The Challenge

Luxury joinery and interiors brands face a particular digital challenge: their products are inherently tactile, bespoke, and high-consideration — not the kind of purchase a customer makes impulsively from a product grid. The website needed to justify premium price points through design quality alone, communicating the level of craft and attention to detail that goes into each commission before a visitor ever makes contact.

At the same time, the site needed to function as a genuine e-commerce platform across a wide and diverse product catalogue — from kitchen furniture to specialist flooring — without losing the editorial feel that the brand’s press coverage demanded. Balancing a premium brand environment with a complex multi-category shop was the central design challenge.

The Solution

The design was built around a refined monochrome palette — deep charcoals, warm blacks, and crisp whites — that immediately communicated the brand’s premium positioning and allowed the product photography to take centre stage. Full-width imagery of completed joinery projects and interior spaces anchored the homepage, establishing the quality of Cast London’s work before the visitor encountered a single product listing.

The Bespoke Joinery Shop was structured across nine distinct product categories, each with its own clearly differentiated section — Kitchen, Appliances, Interiors, Lighting, Tiles, Furniture, Steel & Brass, Worktops, and Top-End Flooring. This gave the diverse catalogue a logical, navigable architecture without flattening the differences between product types. Individual product pages featured editorial-quality photography, detailed descriptions, and a clean purchase or enquiry flow appropriate for high-value items.

A London Joinery News editorial section was built to support content marketing and organic search visibility, covering interior design trends, project features, and brand stories. The showroom Visit Us section — complete with address, map, and contact details — grounded the digital experience in Cast London’s physical London presence. Press logos from Grand Designs, Living Etc, and Homes & Gardens were featured prominently as trust signals for first-time visitors evaluating the brand.

Results

• Premium monochrome design reflecting Cast London’s bespoke craftsmanship and luxury positioning
• Full WooCommerce e-commerce build across nine distinct product categories from kitchen to flooring
• Editorial news section supporting content marketing and organic search visibility
• Press logo integration — Grand Designs, Living Etc, Homes & Gardens — as prominent trust signals
• Showroom section connecting the digital experience to Cast London’s physical London presence
• Product pages designed for high-consideration purchases with editorial photography and clear enquiry flow