Guitar shop Barcelona
Fanatic Guitars photographs each instrument in a full session: the guitar in its open case, amplifiers behind it, warm light, then every detail. Those images live on Instagram, while the website opens with a sale banner and another brand’s catalogue image. The aim was a website that presents the guitars as their own photographs do, with the full shop: catalogue, filters, used instruments, offers, brands, workshop, account, bag and two languages.
The shop called for a concert atmosphere. The background takes its black from the amplifier room; each guitar and case brings its own colour: crimson for Gibson, mustard for Fender, green for Heritage. Wide uppercase Archivo appears at the stage moments: guitar names, the line-up and the shop address. Italic Caslon tells each instrument’s story like the certificate inside its case. The catalogue uses white, like the manufacturers’ shops.
Each stage addressed a specific problem. These are real screenshots of each version.
01 The search
We reviewed product accounts individually. Craft shops had phone photographs, the jewellery featured in the press already had a good website, and status-led luxury did not fit. Fanatic Guitars met both conditions: strong photography and room for a better website.
02 Photography and website
Each guitar used the same open case, amplifiers and warm light. Yet the website opened with an offer and another brand’s catalogue image, while product photographs looked washed out.
03 First reference board
35 editorial template sections, five typefaces inspired by amplifier plates and Custom Shop certificates, and four palettes sampled from its photographs. Wide Archivo, italic Caslon and case colours emerged, but the templates felt like a gallery.
04 Second reference board
66 sections from Fender, Gibson, Martin, Orange, Metallica and Primavera Sound followed six rules: guitars in their real setting, short uppercase lines, a black base, people and history, the guitar wall and diagonal cuts.
05 First homepage
The spotlight stage, case colours and festival line-up worked immediately. Two things failed: small labels above every section gave away an AI template habit, and only the homepage existed.
06 Complete shop
The real catalogue, filters, product pages, favourites, bag, checkout, account and two languages were in place. Cream backgrounds, wide type everywhere, peeking button arrows and box-like navigation made the result look formulaic.
07 The revision
The shop turned white, wide type was reserved for stage moments and filters became typographic. Each photo was measured to decide its framing, while product information highlighted the four characteristics that drive a choice.
08 The favicon
The first favicon drew an F from a Gibson headstock edge and two tuning pegs. The final silhouette comes from a photograph of Zinddin miming a guitar. It fits a browser tab and is recognisable at once.
09 Final version
The homepage rotates between five guitars, gives a visitor’s choice fifteen seconds and colours the page to match its case. Stage, line-up, shop and product pages now share one language.
A dark stage opens the site, with the cursor acting as a spotlight. A new guitar appears every five seconds; choosing one keeps it on stage for fifteen.
New arrivals form a festival line-up, with headline instruments in larger type. Dots only separate names that share a line.
The fifteen guitars with full photo sessions have stage-style product pages with their images and stories. Other products use a shop page highlighting four buying criteria.
Manufacturer images float on white; the shop’s own photography fills its frame. Image corners are measured to choose the treatment.
The catalogue contains the actual 1.251 products, 43 categories and 102 brands, with prices and stock.
On mobile, the spotlight moves across the guitar on its own. The line-up uses narrower type so each name fits on one line. Filters fold into a dropdown and the stage list stays within easy reach at the top.
Hover over a name in the line-up to reveal its guitar and colour. A progress line marks the active guitar and pauses on hover. Favourites, quantities in the bag and checkout use the shop’s terms: free mainland Spain delivery from 50 €, collection at Diputació 282, SeQura and PayPal. Confirmation identifies the redesign concept and directs visitors to the actual shop.