• How can fabric, textile and style be digitised?

  • Can minimalism be emotionally rich ?

  • Can online shopping be as gratifying as the real experience?  

  • Can heritage be expressed through a digital interface?

  • What does luxury web design mean?

  • Can bricks and mortar be digitised?

  • Can technology recreate exclusive experiences?

  • Can luxury activewear bring together motion & emotion online?

  • Digitising and facilitating communications in the global art scene

  • Can real beauty have a digital form?

Web Design, eCommerce and Digital Marketing for Fashion, Luxury and Lifestyle Brands


We are a leading Digital Agency with offices in London and Rome. Since 2006, we have helped many businesses go digital. From luxury fashion brands to pharmaceutical companies, by way of accountancy firms, our expertise is lavish, and our know-how is enviable. As a leading Magento & eCommerce agency, we have a thorough knowledge of each of the following sectors, because the difference between a fancy sequin blouse and Paracetamol is actually quite big, in the digital world. Le plat du jour? Web design, branding, eCommerce, social media and digital marketing.


A leading London Magento Agency

We maintain fantastic relationships with our clients and keep them aware of any innovative solutions we can add to their business; we value their feedback and suggestions even months after we finish their project. Browse through our list of categories to see some examples of our work.

Some picks from our work

Some of our Clients

What people usually ask.

  • When and why did you start the company?

    We came into this world in 2006, as an independent digital agency created from a passion of producing innovative and creative work for everyone.

  • Why the beard?

    That's how we roll.

  • How much do you charge?

    How long is a piece of string? It depends. Essentially digital projects vary massively in their complexity - especially with e-commerce - so if you are able to give us your budget this will help us decide on the right solution for your project. Either way, don't be shy, get in touch and let's see if we can help.

  • Who are your clients?

    Everyone from small fashion retailers, to venture-funded startups selling £14m Picassos.

  • What do you like as a company?

    Digital, technology, design, brands, great ideas, adding value.

  • What can you do?

    If it’s related to digital, technology, design, brands and great ideas then we can and do it! Talk to us to see for yourself. Digitise everything.

  • How many people are in the Appnova team?

    Between London and Rome, we currently have a full-time team of 15+. In addition we have a strong team of freelancers, and strategic partners that allow us to scale up and down, as we need. More importantly, we are all focused on giving the same one-to-one dedicated service.

  • Where do inspirations grow?

    Amidst the buzz of London, inside cafés and bars, near the bustle of market in the morning. Inspirations are everywhere. And here at 15 Maiden Lane, we strive to turn inspirations into ideas, and ideas into reality.

  • Where can I send a brief?

    If you already have a brief and would like us to take a look please either email it to us here or use our online submission tool.
    We'll come straight back to you.

Anymore questions?


Latest snack from our blog


Connecting the Dots between Content and Commerce

ut someone reminding you of the importance of strong, engaging online content in winning the respect of your customers. And, sure, they’re right: an inspired visitor is more likely to become a loyal shopper. But really there’s no guarantee that interest translates to a purchase. Brian Mahoney, CTO of beauty brand Glossier, talked recently about the importance of treating Glossier customers and Into the Gloss blog readers as different entities. The business found that Into the Gloss readers were 40 percent more likely to purchase products than users who visited Glossier only. So clearly there’s potential to use data to create an optimised experiences across the two platforms. But what exactly is the journey from one to the other and how do we track it? The challenge for retailers is now to connect the dots. Over the past few years, we’ve seen some of the bigger name brands developing community-style or “social commerce” platforms. Image-based, inspiration-focused networks that aim to connect users and move them towards purchase. The opportunity to discover, share and shop in a virtual community space is an appealing one for potential customers. And these kinds of platforms have the power to act as the space between content and commerce. Who's getting it right? Furniture and interiors retailer Made.com are. A focus on great design, combined with reasonable price points set them up for success, and this is a company committed to eCommerce innovation. In 2014, they launched Made Unboxed – an online “Pinterest-style” platform that allows users to upload and share images of products styled in their own home. The products featured are tagged, and customers can follow a “Buy Now” CTA back to site to purchase. Users can comment to ask questions and they can search for images using the name of the product or collection. A huge part of Made.com’s offering was always their style inspiration features and Unboxed turns that part of the experience into an external “community”. It works because it empowers the customer: it gives them access to honest feedback and they feel involved in a conversation. Of course, there needs to be some kind of measure of success. Made.com tracks the dwell time on site and AOV of people who also visited Unboxed. They found that dwell times were three times higher for these visitors plus average order value is up 16% on the site average. We can see that this communal discovery space, an experience shared with other Made.com customers, is a valuable link between inspiration and purchase. Why isn't everyone doing it? Well, for two reasons. Made.com have come up with an interesting measure, but it’s difficult to track the success of a platform like this. We know that less than 14% of people who see an item on social media buy it immediately, and the same is likely to be true of social commerce platforms. If customers are returning to site to purchase hours or days after first seeing a product, we can’t be sure of the connection. The second reason is that platforms like these are difficult to build. They require a robust CMS that can allow for ongoing updates to content without any compromise on speed. There are also challenges when it comes to design. Unboxed, for example, combines different sizes and styles of images from different users. They’ve managed to create a consistent and unified feel in keeping with their own minimal aesthetic, but it’s no small task. Is it really worth retailers investing time, money and resource? Is community commerce the future? Although community platforms might sound like the magical blend of content and commerce that the world of online shopping has been crying out for, it’s unlikely we’ll see retailers move away from traditional eCommerce. These kinds of platforms are a valuable link in the chain, and it’s clear that content-driven experiences motivate customers to buy. But it’s probably more useful to frame them as a stage in the purchase journey as opposed to the destination. Looking for more insight into the latest innovations in the world of eCommerce? We can help. Get in touch here....
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(Credit Andy Aaron, IBM)

How Customer Experience Became Adobe's Favourite Buzzword.

l proliferation and how it will impact both the retailer and consumer. You can read it for free, right here. Otherwise, here’s the skinny... Customer Experience is the New Black. Customer Experience (CX) is how customers interact with your organisation. Although it’s far from a new concept, increasing digitisation and developments particularly in mobile technology mean it has become a hot topic for work colleagues to talk about in the pub when they run out of actual conversation. The idea behind the experience economy is that services are becoming commodities. Think about Netflix, Uber, or Spotify. Netflix, in particular, has reinvented itself on a number of occasions, first as a mail-order DVD business, then as an online streaming service, now as a producer of big budget TV shows. Integral to each of these transitions was the understanding that traditional modes of watching TV had some massive drawbacks. As such, they set about allowing their customers to circumnavigate inconvenience, whether that was avoiding paying late fees at Blockbuster or, latterly, basking in the constant, life-affirming presence of Kevin Spacey in a suit, on demand, without being interrupted by ads, right there in your living room. Twenty-two percent of respondents in Adobe’s report ranked optimising CX as “the single most exciting opportunity for 2017/18.” It might not sound much but that’s quite a sizable chunk. Differentiate To explain why CX is important, it’d be wise to talk about differentiation. This is what sets a company apart from everyone else, and handily CX has been touted as the primary way for companies to differentiate themselves from their competition. So, for example, a few years ago, mobile and responsive websites were a “must have”, addressing the fact that people were spending more time browsing on their mobile devices. Today, the report states that we’re moving “beyond mobile” and that Augmented Reality (AR), Virtual Reality (VR) and The Internet of Things* (IoT) will be changing the retail sector rapidly in the next few years (Apple have also echoed a similar focus - the image to the left details the Apple HomePod, a siri-based speaker). The slightly odd thing about the report is how it makes it seem like we’re still waiting for these changes to take effect, when, in reality, they’re already underway. Let’s take IoT as an example. Some people will argue that Amazon and CX have become synonymous. Alexa, along with Amazon Prime, has totally changed how (some) customers now approach online shopping, precisely by removing the "online" and "shopping" aspects. Need a new Avocado Slicer? Just ask Alexa and she'll hook you up. It'll turn up the next day on your doorstep, probably in an unnecessarily large box with a tonne of unrecyclable padding. At least, that’s how it’s supposed to work. Currently, Alexa isn’t quite the seamless IoT experience that many perhaps envisioned. But it’s only set to improve. That said, CX isn’t just about trying to adopt ground-breaking tech in order to instigate some sort of purchasing revolution. Far from it. Really, CX can be best improved simply by paying attention to content, design and data. Data A few things to bear in mind, though. The report does wheel out a few blanket statements like "design-driven companies perform better than other businesses." It seeks to clarify this by saying, "77% [of businesses surveyed] are investing in design to differentiate their brand." These aren't really the same thing. Common sense would dictate that a well-designed site, in terms of user journeys, for example, is going to be better than one with no thought applied to how potential customers might use it. Also, the importance placed on data is slightly skewed. Companies like IBM enjoy running generic ads that signify how data is revolutionising certain industries, but having the capacity to collect data is different to having the capacity to process and interpret it. To be fair, the report does recognise that currently, “organisations still struggle hugely with data,” though it offers little clarification. Essentially, you can capture as much data as you like, but without someone to interpret it, it’s not that useful. An actual data scientist will be needed to extract meaningful conclusions from whatever data you decide to capture. IBM recently projected that demand for data scientists will soar 28% by 2020, especially impressive given such positions are in huge demand currently. If hiring someone isn’t an option, then you can always contact us, here. We’re happy to chat. *Increasing trend whereby everyday appliances (like your fridge) possess internet connectivity.  ...
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Architecture, Design and Digital Experiences

to Londoners. More often than not: a week of Pimms-infused, burn-inducing sunshine at the end of May, followed by three months of torrential rain. Luckily for our team, central offices just off of Oxford Street mean that we’re never short of city-based stuff to see and do even when its miserable outside. This month, the city’s offering comes in the form of Europe’s biggest annual architecture event, the London Festival of Architecture. The theme this year is memory: global memory, sensory memory, shared history, memories of the home. A series of exhibitions, installations, open studios, discussions and walks explore the way that architectural spaces contribute to the cultural identity of a city. Our highlights from this year’s program? We’ll be heading to the NLA Annual Lecture 2017, given by Sir David Adjaye OBE, plus checking out open studios from Make Architects and Kohn Pederson Fox. What does great design mean to us?   This task of translating memory, or identity, into first an aesthetic and then a usable structure is a complex one. Design is not just about creating something visually amazing. It’s about finding a way to guide your visitor through the space in a way that feels natural and easy. It’s about beauty, but it’s also about function. As the way that we navigate our online and “in-real-life” spaces come closer together, design has never been more important in creating websites. Comfort, curation, usability, a consistent colour palette, plus little stylistic nuances – they’re all things that we now look for in our digital as well as our offline experiences. It’s because of this connection that some of our favourite projects have been websites for architectural and interior design houses. We design and build great things, they design and build great things. And, in fact, there’s a lot of similarities between the two processes. Tasked with creating the perfect website, our team begin with a wireframe as our structural skeleton to build on. Moving through to the UX stages, we plan an environment that makes sense for a human; form meets function as we design a purposeful experience which is rich in narrative. And, finally, our development team take the whole thing and turn it into something solid and stable, that can keep all of this in place. It’s taking a vision and turning it into something structural, usable and beautiful. We recently put our shared design-smarts together with luxury interior architecture house, Lawson Robb. Here’s a look at how we helped them out: Lawson Robb Lawson Robb are experts in forward-thinking design and meticulous delivery. A global leader offering a highly coutured service for high-end clients, with a portfolio spanning London’s Mayfair to Dubai.   What did they need from us? They came to us for a digital platform that could showcase their truly spectacular work. Specialists in timeless luxury design, their passionate team have spent time forming longstanding relationships with their clients. Our goal was to translate these core values into a digital experience. They needed the polished aesthetic of their projects to be reflected in the site design; something minimalist and chic with a slick customer journey. So, what does that look like? For us: a beautiful site design featuring full-screen images and an intuitive journey for the user. Our team were happy to accept the challenge. How did we help? We came back to them with a site that delivered on our shared vision: a stylish, user-friendly digital showcase for their portfolio. There was a lot to live up to when it came to great design, but our minimalist visual aesthetic and careful curation of images made for an elegant end-result. We achieved the sleek user journey with a clear navigation and responsive design. Plus, by optimizing for mobile, we made sure that the website was as visible and accessible as possible. How can we help your architectural or interior design house to create a distinctive digital identity? Get in touch here to find out....
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Experience Economy in Luxury Brands

Goods and services are no longer enough for consumers, so businesses must create experiences instead to survive.
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5 User Generated Campaigns That Rocked

People trust word-of-mouth recommendations over brands who have their own selfish agenda. So allow those authentic voices to work for your brand. Here are 5 User Generated Campaigns that rocked.
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Screen Shot 2017-03-02 at 13.58.34

Bespoke Experiences for Online Luxury Customers

As high- end retailers continue to move into e-commerce, the digital innovators of the pack are using insight to deliver customised experiences to an identified bracket of high-value shoppers. But how is this interpreted by the other “Just Customers”? Can we imagine that they can’t help but feel a little bit “Pretty Woman-ed”? Customised Digital Experiences As luxury retailers accept the inevitable and begin to invest in their e-Commerce offerings, a huge selling point for the more traditional brands is the potential to gather valuable information on their customers. With CRM pegged as a crucial 2017 investment for fashion retailers, the insight available through analytics tools is pretty irresistible to businesses looking for a way to bring the boutique touch online. By collecting data on location, previous purchases and annual spend, businesses can create individualised customer journeys. This means bespoke homepage content and site welcome messages, product descriptions in the customer’s local language, and targeted recommendations and newsletters. A reminder for the customer of their value to the business at every touchpoint. Zimmermann: Location data & the customer journey A look at Sydney-based designer brand Zimmermann’s mobile e-commerce site gives us an insight into how tracking location can be used to deliver a bespoke journey. The site uses data on the shopper’s location in tandem with in-store stock levels, to provide information on the availability of the piece in their nearest store. This kind of innovation is significant; it engages and validates the shopper by offering an experience which is relevant, as well integrating online and in-store experiences. Something we know to be an important next step.                 (via Zimmermann) Exclusivity versus Elitism Keeping a close eye on the behaviours of their consumers, businesses can segment their customer base. Benefits for the high-spend bracket take the form of new season previews and private access sales, personalised packaging when they receive their order, plus a complimentary Personal Shopping style customer service. On the one hand, a bespoke experience for high-spend customers rewards loyalty. This is a smart move, and important in a crowded market now being navigated by a fickler consumer. But it would be naïve of luxury brands to think that their other "Just" customers are oblivious to the behind-the-scenes benefits not available to them. Exclusion from the swanky experience of the premium bracket is unlikely to encourage spend, or foster a respectful relationship between the brand and their average spend customers. Kind of a big mistake? Michael Kors: The Chinese market & VIP services One of the many designers rushing to adapt its service offering for high-spenders in the influential Chinese market is Michael Kors. The brand uses popular social networking tool and sales platform WeChat to engage with its Chinese customer base. Linked with the loyalty program, a high-value bracket of VIP customers can take advantage of exclusive features, including booking in-store personal styling appointments in the Shanghai and Cheng boutiques.   A New Type of Luxury Consumer Aside from the Pretty Woman effect on the “Just” customer, there is another question here. As luxury retailers are forced to prepare for a new generation of shoppers, will the private members’ club style structure become unappealing? We know that younger, affluent customers are still interested in high-end products and services. Part of a growing generation, this next consumer is looking for authenticity and openness from the businesses that they engage with. They are both knowledgeable and sceptical of big brands, and it may be that the “exclusive experience for the extra special customer” model doesn’t fit with a generation that finds elitism and inaccessibility distasteful. Is it time for a new approach? Le Tote: Data, done differently (via Le Tote, Instagram) Targeting this new consumer, luxury retailers will need to show that they are using data and insight to empower their customers and improve experiences. An interesting example is multi-brand subscription-style service, Le Tote. Customers subscribe to receive a curated monthly tote bag based on their profile and preferences, returning the styles after wearing them. Seasonal shopping without the commitment. Le Tote looks at a set of information to create the customer’s tote, including the pieces that are most popular in their geographic location, and the local weather forecast. Some of the most important data that Le Tote uses is collected through reviews from customers on products received. This model is perhaps not for the high-end; luxury fashion houses will need to find a way to adapt their own e- commerce offerings. But using data and insight in a way that promotes customer choice and doesn’t discriminate seems like the natural next step.   Looking for a way to make eCommerce work for your luxury brand? Reach out to us here to stay ahead of the game. ...
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Meet, greet, and let’s go for it

First, let’s have a chat and an espresso together. Then, let’s talk business: you give us a brief, we give you an idea of what we think should be done in order to turn your vision into a unique online presence.

With the right balance of creativity, efficient technology and valuable content we can find the right, bespoke solution for your business.

contact us now