Urban Art Store
Urban Art Store came to us because their website needed to do more than look good. It needed to showcase their artists, sell artwork online, support new collaborations, and give collectors a smoother way to discover and buy.
Overview
Urban Art Store is an independent art gallery connecting collectors with contemporary, street, pop, and urban artists from around the world.
Before working with Greenlights, the brand already had a strong reputation, a growing artist network, and an exciting collection. But the website wasn’t pulling its weight. The online store was limited, the buying journey lacked clarity, and the site didn’t fully reflect the energy, credibility, or commercial ambition of the gallery.
So, we rebuilt the experience around three clear goals. Make the collection easier to explore, give the brand a more premium gallery feel, and turn the website into a stronger sales and enquiry channel.
Since launch, the site has become a more active part of the business, supporting product sales, artist enquiries, collector engagement, and ongoing growth.
The challenge
Urban Art Store needed a website that could grow with the gallery.
Their old setup made it harder to manage a large and evolving catalogue, harder for collectors to browse by interest, and harder for the gallery to turn traffic into meaningful enquiries.
Limited online catalogue: The store had around 100 products listed and needed room to scale as more artists and pieces were added.
Weak buyer journey: Visitors could browse, but the site didn’t guide people clearly enough from discovery to enquiry or purchase.
Low commercial visibility: The website wasn’t doing enough to showcase featured works, artist stories, exhibitions, news, or gallery credibility.
Missed conversion opportunities: Contact page traffic, product page interest, and shop visits weren’t being used as effectively as they could be.
Brand experience mismatch: The gallery had personality, culture, and energy offline, but the website needed to better capture that online.
The solution
We redesigned Urban Art Store into a sharper, more scalable online gallery and eCommerce experience.
Rather than treating the site as a basic online shop, we positioned it as a curated collector journey, part gallery, part marketplace, part storytelling platform.
1. Premium gallery-led redesign
Created a bolder visual direction with large artwork-led sections.
Used cleaner spacing and a more editorial layout to give the brand a premium gallery feel.
2. Improved eCommerce structure
Rebuilt the product catalogue to support a much larger inventory.
Improved product presentation, pricing visibility, and sold-state clarity.
3. Stronger homepage journey
Structured the homepage to introduce the gallery, build trust, and showcase featured pieces.
Added clearer routes into the collection, latest news, newsletter, and contact page.
4. CMS and content expansion
Added flexible CMS areas for products, blogs, collections, and artist-led content.
Made it easier for the site to keep growing without needing a full rebuild.
5. Conversion-focused improvements
Simplified the journey so visitors could browse, enquire, subscribe, or buy with less friction.
Strengthened calls to action across key pages to turn more interest into action.
The result
Since launch, Urban Art Store has seen a clear shift in online visibility, catalogue growth, and collector engagement.
+155% catalogue growth from around 100 products to 255 total listings.
240 active products now live giving collectors a much larger online collection to browse.
+53.9% increase in active users in the latest reporting period.
5.1K tracked website events showing stronger browsing, clicking, product views, and engagement.
530 shop views recorded as more visitors moved from the homepage into the online collection.
Testimonial
Greenlights gave Urban Art Store a stronger online platform to showcase our gallery, attract more visitors, and grow the collection online. Cornel was absolutely amazing throughout. Helpful, responsive, and always on hand. Everything was delivered ahead of time, and the final website has given us a much better foundation for growth.
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