DMB. Brandshop
DMB. is one of Demner Group’s creative agencies in Vienna, and the Brandshop is where they sell the physical by-products of that work – yearbooks, posters, campaign prints, limited-edition design pieces. We built a bilingual (EN/DE) Next.js storefront on headless Shopify that reads like a portfolio until you realise everything in it is for sale.
Year
2024
Project
Agency portfolio & headless shop
Scope
Portfolio design, headless Shopify implementation, bilingual content model
Industry
Creative Agency, Design Retail
Technologies
Figma
Next.js
Shopify (Storefront API)i18n
VercelHighlights
- Editorial, typography-led product index (“44. Yearbook”, “d’Amour”, “On Behalf of Nature”)
- Headless Shopify backend with a fully custom Next.js front-end
- Bilingual EN/DE content model with synced product data
- Playful cart and copy (‘Craving these design goodies?’) that keep the agency voice
- Integrated portfolio (WORK) section living next to the storefront
- Clear link-out to sibling Demner Group brands (DMB, FLY, MEDIA1)
Impact / What changed
Brand expression
Before: a standard commerce template would have flattened the agency voice. After: the shop reads like a DMB. project while still behaving like a store.
Commerce flexibility
Before: creative layouts would have been constrained by theme mechanics. After: Shopify handles commerce while Next.js gives the front-end room to be editorial.
Bilingual operations
Before: bilingual content risked duplicate product management. After: EN and DE share synced product data with authorable copy per language.
Briefing & Challenges
Client Brief
“The Brandshop is the by-product of our creative work – yearbooks, posters, limited-edition prints. The site has to read like a DMB. project, not a Shopify store. People should recognise it as ours before they notice there’s a cart.”
Challenges
- Building a storefront that feels like an agency piece, not a templated Shopify theme
- Balancing the playful, copy-heavy agency voice with a functional checkout
- Running a bilingual (EN/DE) catalog without duplicating the CMS
- Sitting credibly inside the broader Demner Group family of brands
Our Approach
Portfolio energy, shop mechanics
The product index is typographic and editorial – big serifs, generous whitespace – but every title is a product card, so browsing the work is indistinguishable from shopping it.
Headless for creative freedom
We kept Shopify as the commerce engine but rebuilt the front-end in Next.js so the design team could treat every page like a one-off – without fighting a theme.
Bilingual by design
EN and DE share one product model but have fully authorable copy, so the DMB. team can keep the voice sharp in both languages without double-entering SKUs.
The Results
Project Highlights
Typographic Product Index
A homepage where “44. Yearbook”, “Elementary ECO” and “On Behalf of Nature” sit on the page like magazine features – and every one of them is a PDP.
Playful Cart
Even the empty-cart and checkout copy stays in voice: ‘Changed your mind? Then just check in for a coffee with us.’ Commerce chrome is kept quiet so the brand speaks first.
Bilingual UX
A language switch that preserves context across product, cart and content pages, so the DE experience is a first-class citizen instead of a secondary translation.
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