Contextualized commerce
Creative direction, editorial, visual merchandising
As the liaison between store and editorial teams at Dwell, I led the establishment of contextual commerce in both the magazine and online.
Role: Editorial/commerce liaison; Creative for commerce
I worked closely with the Dwell Magazine Editor-in-Chief, Photo Editor, and entire team to tastefully integrate the Dwell Store and maintain cross-platform consistency and standards as well as complement content and features. This included creating contextualized commerce experiences in print and in a new digital platform.
The story
We curated products from upcoming editorial stories and added them to the store collection...
...and made blog posts for additional content to complement the magazine articles and store products.
Annotations to digital editorial photos to link back to a product page. Each individual product featured a backstory with respective shop links for quick conversion.
