A lifestyle platform offering a diverse range of products and services, Stay H
Stay H is a newly established company spun off from THE HOME, which has introduced the Italian furniture brand Natuzzi and premium bedding brand Dorelan to the Korean market since 2004. Currently, Stay H operates 11 stores nationwide, including locations in major department stores and specialty furniture shops. With continuous expansion through new store openings and the launch of its own brands, Stay H is evolving into a leading lifestyle platform in Korea.

Double D led the website design and development for Stay H, aiming to deliver a distinctive brand experience unique to its online shop. We explored the strategic direction the brand should pursue and translated those insights into a seamless and engaging digital user experience.

To strengthen Stay H’s brand experience, we restructured the website design and UX flow from the ground up. Through brand workshops and interviews, we redefined the brand’s core values and translated them into a digital experience. By combining refined lifestyle imagery with thoughtful UX writing, we created a structure that effectively showcases a wide range of products—from high-end furniture to lifestyle goods—while centering the design on the purchase experience. This allows customers to naturally connect with the brand’s philosophy throughout their journey.

Sensory UX flow for showcasing diverse product categories
We redefined the overall website structure to highlight Stay H’s strength as a commerce-driven platform enriched with lifestyle-focused content. Centering on the core of commerce—the purchase experience—we arranged a wide range of products, from high-end pieces to lifestyle accessories, using refined lifestyle imagery and targeted UX writing to create a visually engaging and seamless shopping journey.

While Stay H’s unique services and editorial content were positioned with lower priority than products, they were strategically placed at the center and footer of the homepage for repeated exposure. This approach enhances accessibility while reinforcing Stay H’s identity as a platform that encompasses not just commerce, but a broader lifestyle experience.

A graphic motif visualizing value that transcends the limits and passage of time
For the website design, we visualized the brand essence, “Timeless Companion.” A gauge bar gradually filling along a linear path was used as a key graphic motif to represent the passage of time. Interactive transitions between pages reinforced a sense of continuity, while fade-in and fade-out effects were applied to each transition to express the brand’s enduring value—one that transcends the limits of time and remains constant.

To reflect the brand’s refined and relaxed identity, we prominently featured lifestyle-focused visuals and applied generous spacing between elements. Paired with friendly, easy-to-understand UX writing, the design supports an intuitive, customer-centered experience that feels both elegant and accessible.

As a result, we developed a style guide system for the website, establishing a consistent structure that ensures a cohesive brand experience not only on mobile web but across various devices.