Smáralind
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A modern, vibrant and user-friendly retail hub
Services
Web Design, User Experience (UX), Development, Animation, Content Architecture
About the project
Smáralind’s new website is built on a strong brand-driven approach, where the design and implementation meet the needs of both customers and those offering retail, dining, and entertainment in Iceland’s largest shopping centre.
Objectives
Greater flexibility with self-service
Smáralind and Hugsmiðjan have enjoyed a successful partnership for more than a decade, and Smáralind approached us to undertake a complete overhaul of their website.
The previous site was built on an outdated technical platform, making it difficult for content managers to implement desired changes, while the site structure no longer reflected Smáralind’s evolving focus on entertainment, services, and overall experience.
The main objectives of the new website were:
- Greater flexibility in presentation and content publishing
- Increased self-service for stores to manage their product offerings
- An improved mobile experience and a stronger English-language version
- Better alignment with Smáralind’s updated brand and strategic priorities
Approach
Engaging and streamlined
The new website was designed with a strong focus on motion and engagement, reflecting that it serves a broader purpose than simply listing opening hours and stores.
A streamlined navigation with powerful filtering helps users quickly find the right store, entertainment option, or restaurant.
The CMS makes it easy to create event and campaign pages, provides direct access for individual stores, and also manages content shown on Smáralind’s on-site information screens.
Result
Practical inspiration
The website is light and responsive, with a clear connection to Smáralind’s visual identity, allowing visitors to find inspiration alongside practical information.
Stores can easily publish and manage their product offerings and promotions through a dedicated interface with direct access.
While not a traditional e-commerce site, the website functions as an interactive shopping window in the palm of your hand.
A team we trust
We have enjoyed a long and successful collaboration with Hugsmiðjan. When it came to updating Smáralind’s website, it was clear that we wanted to continue working with a team we trust and know well – professionals who take pride in delivering high-quality, user-friendly solutions.
Sandra Andradóttir – Smáralind's Marketing Manager