(11)Furniture & objects · Copenhagen

Tove & Aske

Showcase concept

A slow, tactile online store for a Danish furniture maker — editorial storytelling, a material-first product page with a live configurator, and a checkout that ships across the EU.

Client: Tove & Aske
Year: 2026
Discipline: Websites & Digital Platforms
Scope: E-commerce · Website · Configurator · Packaging · Editorial

(01)The challenge

Every piece Tove & Aske sells is made to order in a workshop in Nordhavn and costs as much as a holiday.

Their old shop looked like everyone else’s: grids of white-background photos and a price. They needed online customers to feel the oak, understand the wait and buy with confidence.

(02)Our approach

We built a three-language storefront (Danish, English, German) around daylight, material and time. Product pages lead with wood and upholstery swatches that update the image and price live, show an honest delivery window and offer “view in your room” on mobile. A journal and a monthly newsletter tell the workshop’s story, and a kraft packaging system and care cards carry it into the home.