01
Competitive Analysis
We studied both flooring and high-fashion websites side by side to find exactly where the two worlds could actually merge.
A Website Where Fashion Hits the Floors
01
Overview
Most people think of flooring as something underfoot, chosen last, and forgotten the moment it's installed. A Flooring State of Mind, a luxury flooring company based in Northern Virginia, has never treated it that way — for them, flooring is fashion, chosen with the same care as anything else in a room people are proud to be seen in. The owner came to us wanting a website that finally looked like that belief, not like every other flooring company's site.
The Challenge
The challenge was building a website that felt like a fashion studio rather than a flooring showroom, without losing the clarity a visitor actually needs to find products and get in touch. Most luxury-feeling sites sacrifice usability for atmosphere, and most flooring sites do the opposite — the goal was to avoid both trade-offs at once.
The Solution
The solution was to merge the two worlds deliberately: borrowing the pacing, imagery, and confidence of a fashion website, then building the user journey with the straightforward clarity of a well-designed product site underneath it. The result reads like an editorial spread that also happens to help you find and order flooring.
A Flooring State of Mind is built on one belief: flooring deserves the same eye a great outfit gets, chosen for how it makes a room feel, not just what it costs per square foot. The website was designed around the company's own motto — where fashion hits the floors — using that line as the actual design brief, not just a tagline on the homepage.
A Flooring State of Mind now has a website that looks and feels like the company its owner always described — closer to a fashion studio than a flooring showroom. Visitors can move through it and immediately see what the company actually offers, without ever mistaking it for just another flooring site.
