A singular eye for objects, translated into digital discovery.
Artefact Design & Salvage had built a destination around founder Dave Allen’s remarkable eye for objects, space, and unexpected combinations. Madplum helped translate that distinctive point of view into a brand and digital experience with just as much personality.
Artefact was more than a collection of objects. The website needed to capture the instinct behind the collection.
The Sonoma showroom was immersive, surprising, and unmistakably personal—a place where architectural salvage, design objects, and unexpected discoveries came together through Dave’s singular point of view. A conventional retail website would have lost what made Artefact valuable. The challenge was to bring the pleasure of browsing, discovering, and being surprised into a digital experience that could still support content, inventory, and commerce.
Madplum designed the website around discovery, giving Artefact a digital experience that felt curated rather than catalogued.
Working closely with Dave, Madplum shaped a brand and online experience that carried both the sophistication of the showroom and the personality behind it. The website used an exploratory seek-and-find approach that invited visitors to browse, wander, and discover unexpected connections between objects rather than move through a conventional product grid. Behind the experience, Madplum created a flexible content-management system and e-commerce platform, giving the Artefact team the ability to manage an ever-changing collection while preserving the sense of curiosity and curation at the heart of the brand.
The result was a digital experience that felt unmistakably like Artefact.
The new site gave the business a more distinctive way to present its collection, sell online, and share the personality behind the brand. More importantly, it translated the feeling of discovery that made the physical showroom special into a digital experience with its own voice, rhythm, and sense of surprise.
“My business isn’t something I do, it’s who I am. On my website, I didn’t just need my eye to come through. I needed my voice. Madplum knew when to give me the reins, and more importantly, when to take them away.”
