Selling a chair to somebody sitting in it is straightforward. The site had to manage it for somebody who cannot.

Six hundred square metres of bespoke furniture in Parkmore, Sandton. Selling it on a screen is harder than on the floor: one armchair comes in a long list of fabrics, and nobody decides until they have seen every one. I designed the signage, print, look-book and bags, and designed and built the online shop.

The mark was settled before I arrived. Whatever character was left had to come from the glass, the paper, the bags and the signs.

Twenty-eight items went up, filtered by category, each holding its cloth choices on its own page. In the room it turns up on the glass, on the swing tags, through the look-book and on the bags customers carry out. Ultra Light does the glass; Avenir does anything printed.

Two chairs are never weighed up one page after another. Comparison happens in the grid.

So the cloth choices appear on top of it and replace nothing. Pick a colour, shut the panel, and the row has not moved, which means what you were comparing is still sitting there.

Shop window through to shopping bag, all of it making one case.