Client: X DAM Interior Design Works LLC (Abu Dhabi, UAE) Industry: Architecture, Interior Design & Turnkey Fit-Out Platform: WordPress + Elementor My Role: Full site design & development Live site: xdam.ae

X DAM is a high-end interior design and turnkey fit-out studio based in Abu Dhabi, working across commercial, retail, hospitality, and luxury residential projects throughout the UAE. With 40+ specialists, in-house carpentry and metal workshops, and 200+ completed landmarks behind them, they needed a website that matched the scale and precision of their physical work — something that felt architectural in its own right, not just a brochure listing services.

The site needed to:

Open with real presence — video-led storytelling instead of static hero banners, to reflect the drama of their built spaces

Showcase a large, varied project catalog (retail, F&B, offices, hospitality, industrial, residential) without burying visitors in category clutter

Feel fast and modern despite heavy visual content (video backgrounds, large renders, portfolio imagery)

Give the team, services, careers, and contact paths equal weight to the portfolio itself

Design & Direction I designed the site around a dark, editorial aesthetic — full-bleed video hero sections, minimal navigation, and confident typography — to let the interiors and renders do the talking. The homepage layers looping architectural video (a Twinmotion villa animation) directly into the hero, immediately signaling the caliber of work the studio produces.

Custom AJAX Project Filtering The core technical piece was the projects section. Instead of separate category pages or full reloads every time a visitor filters by project type (Retail, F&B, Office, Hospitality, Industrial, Residential), I built a custom AJAX-based filtering system. Visitors switch categories and the grid updates instantly in place — no page reload, no loss of scroll position, no flash of unstyled content. This kept browsing the portfolio fast and app-like, which matters a lot on a site this image- and video-heavy, and it's a meaningfully better experience than the default WordPress/Elementor category-archive behavior.

On top of the front-end filtering, I built a custom admin panel setup so the client can add new projects themselves — no developer needed to expand the portfolio. They simply fill in the project details and assign a category from the WordPress dashboard, and it's automatically picked up by the AJAX filter on the front end. This kept the site self-sufficient for the client long after handover.

WordPress + Elementor, with custom development on top of the standard theme/page-builder stack for the AJAX filtering logic

Video backgrounds optimized for load performance across the homepage and about page

Structured, reusable sections for team bios, service categories, and downloadable company profile (PDF)

Clean information architecture across Projects, Services, About, Career, and Contact/Let's Talk pages

For a studio whose entire value proposition is precision and craft, the site had to demonstrate that same standard rather than just describe it. The AJAX filtering in particular turns the portfolio from a static list into something that feels considered — visitors can move fluidly between project types the way they'd walk through a physical showroom, without the friction of reloads breaking that experience.

WordPress · Elementor · Custom JavaScript/AJAX · Video optimization