ARcA Archive
Fragrance · Concept store
Twenty minimal perfumes in flat, rounded glass bottles with printed labels: a catalog that reads like an archive index, one page per number.
Screens · Live site
21phi Lab: concepts we design and build for ourselves.
Self-initiated stores and studio sites, made without a client brief. Each one is live: screens, motion and a link to the working site.
Concepts
- Live site ↗
- View caseLive site ↗
Éva Blanc
Beauty · Concept store
A fictional French-Swiss skincare house: identity, 3D renders in foam and cream, an editorial brand story and a Hydrogen storefront.
Case study · Screens · Live site
The Lab is where 21phi tests ideas before a client asks for them. Every concept starts from a real category, from beauty and fragrance to clothing, ceramics and furniture, and a reference we want to push further: a studio site, an editorial layout, an interaction we have not yet seen in commerce.
Each concept is designed in Figma, built as a working site and published here with its screens, a short note on the idea and a link to the live site. None of it is client work; all of it is something we would ship.
Index
02 concepts
- 01
- 02
How a concept is made
- 01
A reference, not a brief
Every concept answers a site, a post or an object we admire, and the case names that source.
- 02
Three directions
We design three variants for desktop and mobile, then keep the one that holds up in motion.
- 03
Built, not mocked
The chosen direction is coded as a real site with its animations, so you scroll it instead of looking at it.
- 04
Published with notes
Screens, a link to the live site and a short note on what worked and what did not.
FAQ
Are Lab concepts real brands?
No. Lab concepts are fictional brands and studio sites 21phi makes for itself. The categories and references are real, and every case names the reference it started from.
Are the concepts working sites?
Yes. Each one is built as a real site with its animations and published at a live link, so you scroll it rather than look at a mock-up. They are demonstrations, not trading businesses: the brands are invented.
Can 21phi build something like this for my store?
Yes. The concepts use the same stack and process as our client work: Shopify Hydrogen, a design system and motion built into the storefront. Tell us about your store through the contact form and we will take it from there.
How often does the Lab publish?
There is no fixed schedule. A concept is published when it is built and live, not before, so the index grows a piece at a time.
Can a Lab concept be a starting point for a project?
Yes. A concept can set the direction for a real store: the layout, the interaction model or the way the catalog is presented. The brand, products and content are then yours, and the work is scoped as a normal project.