We designed SOTF as a space where streetwear meets culture, bold, refined, and built to transform style into experience.
(a.)
(b.)
(c.)
(d.)
(e.)
(f.)
(g.)
(h.)
Brand Strategy
Visual Identity
UX / UI Design
Market Positioning
Brand Audit
Art Direction
Development Support
Figma Alignment
SOTF doesn’t follow rules, it rewrites them. Every design choice, every interaction, speaks the language of culture and research. More than an e-commerce, it’s a visual experience that embodies the brand’s attitude, transforming identity into style and purpose.
OVERVIEW
Not a restyling, but a statement of identity. We redesigned the e-commerce from the ground up to go beyond conventions and express the brand’s unique positioning in every interaction.
A deep exploration of UX/UI and creative direction turned the experience into a natural extension of SOTF’s world, where streetwear culture meets research-driven design.
The result is a site that doesn’t just sell but visually interprets the essence of an iconic concept store in the contemporary landscape.
Design
Functionality
SOTF’s design was born from a disruptive mindset balanced by a conversion-driven logic.
Every component was built in Figma with obsessive attention to detail, ensuring visual coherence and commercial effectiveness. The goal was not just to impress but to make aesthetics functional, blending impact with clarity.
Every microinteraction and graphic element expresses the brand’s identity without compromising performance, creating a fluid, memorable, and sales-oriented experience.
The design challenge was to balance "hype" with usability. In the world of limited sneaker drops and high-end streetwear, the visual language needs to be aggressive and cutting-edge, yet the shopping path must remain frictionless. We needed to create a UI that felt like a futuristic interface, sharp, minimal, and dynamic, without confusing the user or slowing down the purchase process during high-traffic launches.
Technology
Performance
Following launch, UX, performance and app integrations delivered measurable uplifts in engagement and sales metrics.
(a.)
Average session duration
(b.)
Pages per session
(c.)
Conversion rate increase
System Integration
INTRODUCTION
Integration isn’t our process. It’s our instinct ▫ Integration isn’t our process. It’s our instinct ▫
( e. )
The Team
Art Direction & Marketing
Alessandro Zamboni
Art Direction & Design
Jarno Canulli
Designer – UI/UX & Visual Systems
Simone Ori
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