A premium eCommerce redesign for one of Europe’s leading lifestyle brands.
Marc O’Polo is a Swedish-founded, German-headquartered premium lifestyle brand sold in over 60 countries — known for its understated Scandinavian aesthetic, natural materials, and considered approach to design. Their eCommerce platform needed to match that editorial ambition. Divante and Montone Studio delivered a full UX/UI overhaul — from discovery through to production-ready Figma specification.
Background
Marc O’Polo occupies a distinctive position in European fashion: aspirational but accessible, editorial but not cold, premium but not exclusive. The brand’s campaigns have the feel of thoughtful lifestyle photography — natural light, real settings, considered compositions. The eCommerce platform needed to carry that same editorial register across thousands of product pages and into the full purchase journey.
The challenge was scale: Marc O’Polo’s catalogue spans men’s, women’s, and kids’ collections across multiple seasonal drops, plus a homeware and accessories range. Building a design system that remained coherent and on-brand at that volume required a robust component architecture, not just beautiful individual screens.
Our Approach
The design process began with an immersive brand audit — analysing Marc O’Polo’s campaign work, physical retail environments, and competitor positioning to understand the visual and experiential territory they occupied, and where the existing digital store fell short. The gap was clear: the existing platform felt functional but not considered — adequate for transaction, but not for the kind of brand experience that justifies premium pricing.
The redesign prioritised editorial space and image quality above the density typical of fashion eCommerce. Category pages were rebuilt to give campaign photography room to speak, with product grids that adjusted fluidly between editorial and commercial modes. The design system was built with scale and team autonomy in mind: a token-based architecture that allowed seasonal campaigns and sub-brands to adapt the aesthetic within defined bounds, without requiring design intervention for every new collection launch.
Deliverables
- Brand and UX audit with strategic design recommendations
- Full information architecture across the catalogue, product, and purchase flow
- Complete UI design — homepage, campaign landing pages, PLP, PDP, cart, checkout, account
- Token-based design system with component library and responsive specifications
- Production-ready Figma file with annotations and developer handoff documentation
- Design system governance guidelines for Marc O’Polo’s internal team