Friedmans

About the Client

Friedmans Appliance is a luxury appliance retailer located in the Bay Area. Known for their vibrant, fully functional showroom kitchens and live cooking demonstrations, Friedmans offers a curated shopping experience centered on elegance, functionality, and premium brands.

My Role

As the lead web designer at a marketing agency, I was tasked with redesigning the homepage and other key informational pages. To guide the creative direction, our team visited the Friedmans showroom to experience the brand firsthand and held strategy sessions with company leadership. This deep dive helped us better understand their goals and inform a design that would reflect the pride and care they put into their in-store experience.

The Objective

The goal was to capture the luxury, warmth, and elegance of Friedmans' physical showroom in a digital format. The website needed to feel high-end, just like their products and in-store environment, while driving traffic to the showroom and spotlighting top-tier appliance brands. I drew inspiration directly from the showroom’s color palette and textures to create a cohesive online experience that reinforced their brand identity.