The Silverroom - Travon Sellers

Where Retail & Art Meet

The Silverroom is a staple in Southside Chicago as a prominent retail destination. With a rich history spanning back to 1997, it has evolved from grassroots beginnings to a cornerstone of the city's retail landscape.

The Silver Room houses tasteful collections of jewelry, fashion, art, and music. Founder, Eric Williams has pushed the boundaries of a typical retail operation by consistently focusing on community building through social exchange. At the intersection of art, community, and culture, The Silver Room encourages opportunities to bring elements and artifacts from around the world to your home.

The Chicago shop underwent a huge renovation project in 2020 during the Covid-19 pandemic. We stepped in to provide creative direction, copywriting, and an e-commerce website overhaul.

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+ BRAND IDENTITY
+ PACKAGING+ COPYWRITING
+ SOCIAL MEDIA
+ WEB DESIGN
+ SHOPIFY DEVELOPMENT
+ ENVIRONMENT
+ COLLATERAL
+ CREATIVE DIRECTION

The Challenge

Amidst the COVID-19 pandemic, when physical shopping experiences were constrained, The Silverroom faced a dual challenge. Firstly, to adapt its operations to cater to an increasingly digital-centric market. Secondly, to maintain its ethos of community connection and cultural influence in a time of social distancing.

Digital Adaptation

We needed to develop a robust online platform to facilitate sales and engagement in the absence of physical foot traffic.

Cultural Continuity

We needed to ensure that the website encapsulates The Silverroom's spirit, fostering a sense of belonging and connection among its patrons.

User-Centric Design

We prioritized an improved user experience to emulate the warmth and inclusivity synonymous with The Silverroom's brick-and-mortar ambiance.

Instagram campaign

Website Refresh Approach

Recognizing the significance of The Silverroom's legacy and its pivotal role in Chicago's cultural tapestry, we embarked on a journey to revitalize its digital presence. Our mission was twofold: to seamlessly transition its retail operations into the digital realm while preserving its essence as a community-driven hub.

Key Features

We embarked on a comprehensive website overhaul, leveraging creative direction and strategic copywriting to bring The Silverroom's digital vision to life.

E-commerce Integration: Seamlessly integrated an intuitive e-commerce platform, enabling customers to browse and purchase products online securely. From signature t-shirts to curated art pieces, the website offers a diverse array of merchandise, mirroring the eclectic charm of The Silverroom's physical store.

Immersive Storytelling: Infused the website with compelling narratives that chronicle The Silverroom's journey, celebrating its roots in Chicago's cultural landscape. Through engaging copy and multimedia elements, we encapsulated the essence of The Silverroom, inviting visitors to embark on a virtual exploration of its legacy.

Community Engagement: Implemented interactive features to foster community engagement and dialogue. From virtual events and artist showcases to user-generated content initiatives, the website serves as a dynamic platform for cultural exchange and connection.

Responsive Design: Ensured seamless accessibility across devices, prioritizing responsive design principles to cater to diverse audience demographics. Whether accessed on a desktop or a mobile device, the website offers a cohesive and engaging user experience.

We increased user engagement and conversions by adding interactive product image hotspots

Results

The revitalized website has not only enabled The Silverroom to weather the challenges posed by the pandemic but has also propelled its digital presence to new heights. By marrying innovation with a deep understanding of The Silverroom's ethos, we have empowered the brand to extend its cultural impact beyond physical boundaries, fostering a global community of enthusiasts and advocates.

In reimagining The Silverroom's digital footprint, we have not only addressed immediate challenges but have also laid the foundation for sustained growth and relevance in an ever-evolving landscape. As The Silverroom continues to evolve and inspire, we remain committed to championing its legacy and driving cultural conversations that resonate far beyond the streets of Hyde Park.

Sound System Block Party

We needed a black web designer for one of the first African American-owned shops in Wicker Park and we found the best.

Eric Williams

Honors & Mentions

Awwwards: 1x Site of the Day

Awwwards: 2x Developer Award

Awwwards: 1x Mobile Excellence Award

CSS Design Awards: 4x Website of the Day

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