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Heritique New YorkHERITIQUE NEW YORK · HOMEPAGE RENEWAL · 2026

FourteenWhites

A record of how we redesigned the website of Heritique New York, a flagship wedding store in Seoul presenting wedding gowns from fourteen high-end designers chosen in New York. Measuring the white of each gown in fourteen designer-card photos, we revisited our two proposals.
Two first drafts in January · November scroll renewal draft · Four scroll films · Study of whites

Read the case

01 · NEW YORK → SEOULGowns from fourteen houses, chosen in New York each season,
hang in a single store in Seoul

02 · FOURTEEN PHOTOSFrom fourteen designer-card photos,
we drew out the white of each gown, one by one

03 · FOURTEEN WHITESFrom the coolest white to the warmest,
no two whites were alike

01 / OVERVIEWProject Overview

The first screen brides see
before choosing a gown

Heritique New York is a flagship wedding store that presents the collections of New York’s high-end designers every season. In a single store in Seoul, brides can try on gowns from fourteen houses that lead the world’s bridal stage, such as Naeem Khan, Monique Lhuillier, Reem Acra and Ines Di Santo. So the website is where brides see the gowns and the atmosphere before they visit, and where that first look leads into an appointment consultation.

We redrew this website twice. In January we made two drafts, a light version and a dark version, that organized the existing content into ten sections. In November we started over from the name, the logo and the whites of the gowns, and made an eleven-scene scroll draft. This page sets out, in order, the names and colors we read along the way and the directions we chose and set aside.

CLIENT
Heritique New York
Designer Wedding Dress Flagship Store
SITE
heritique.com
A site with a board for each designer
SCOPE
Website renewal proposal
Brand reading · Study of whites
OUR ROLE
Research · Art Direction
UX · Motion · Front-end development

  • 14houses

    Designers chosen in New YorkDesigner houses on the current menu

  • 7

    Brand name spellingsCounted across five pages

  • 8.83ΔE

    Median color difference among the fourteen whitesA difference visible side by side

  • 408

    PC film framesVeil · Runway · Lace · Salon
  1. Round 1Two first drafts

    We organized the current website’s content into ten sections and made a light version on a white background and a dark version on a black one.

  2. Read the name again

    We found the meaning Heritage Boutique in the brand introduction and corrected the name we had misread in January.

  3. Round 2Scroll renewal draft

    We built an eleven-scene draft around four films: Veil, Runway, Lace and Salon.

  4. Whites · Names · History

    While putting this record together, we measured the fourteen gown whites, counted the name spellings and redrew eleven years of history.

02 / NAMEReading the name

A name folded from two words

  1. HERITAGEHeritage

    What a distinguished family hands down from generation to generation.

  2. BOUTIQUEBoutique

    A small shop that chooses and fits for one person.

  3. HERITIQUEHeritique

    Fold away AGE BOUT, the seven letters where the two words meet, and the name appears.

Heritage + UniqueThe January drafts read the name as Heritage and Unique combined. The phrase in the brand introduction is Heritage Boutique.

“For you, who have inherited a distinguished lineage, timeless elegance and captivating beauty, we are a Heritage Boutique that presents a dress like a one-of-a-kind work of art.”

From the Heritique New York brand introduction

The brand introduction calls the store a Heritage Boutique. Both words, heritage and boutique, survive at either end of the name. We carried both meanings, a grace handed down through generations and a small shop that chooses for one person, into the opening line and the tone of voice of the November draft.

03 / WORDSThree words found in the introduction

Gallery, New York, Heritage

To choose a single work, we go to New York, home to one of the world’s three great bridal collections, and carefully select the finest designer brands, as if collecting rare works of art.

From the Heritique New York brand introduction

  1. GALLERYHung as in a gallery

    The introduction calls the store a gallery that curates gowns as “works.” So each house gets a number, a name, a one-line English keyword and a Korean description, and its card reads like the caption beside a work of art.

  2. NEW YORKMoving as on a runway

    A gown shows its texture in motion more than in a photo. We turned four scenes, a New York atelier, the runway, lace and the salon, into films you scrub through by scrolling.

  3. HERITAGECarried on as a heritage

    We carried the logo’s small capitals into the large lettering of the name and drew the record of stages since 2013 as the website’s next scene.

04 / NAMESName spellings

One name,
seven spellings

Counting all the visible text and page titles on the current website’s main, brand, designer, celebrity and booking pages, we found the brand name written seven different ways. The differences are as small as a space or a capital letter, yet in search results, link previews and booking text messages they read as different names.

The November draft unifies the name used on screen as “헤리티크뉴욕” in Korean and “Heritique New York” in English, and keeps the company name and copyright line in the footer exactly as they are today.

  1. 20 timesTitles and body text on five pages
  2. Heritique Newyork10 timesHistory on the brand page
  3. 7 timesFooters on five pages · booking info
  4. 6 timesIntroduction on the brand page
  5. Heritique the Newyork5 timesTitles on five pages
  6. HERITIQUE & NYBRIDAL5 timesCopyright line on five pages
  7. HERITIQUE NEWYORK2 timesMain page · first line of the brand introduction

The November draft’s rule

Heritique New YorkThe name used on screen
HERITIQUE & NYBRIDALFooter company name and copyright line stay as they are
  • Name kept as is
  • Unified into one name
  • Spelling kept only in the footer

We counted only the text visible on screen and the page titles on the main, brand, designer (Ines Di Santo), celebrity and booking pages (checked November 2, 2026). Lettering inside the logo image was not counted.

05 / WHITEThe whites of the gowns

No two whites
were alike

  1. 01Newhite#D3D5D8L* 85.1 · b* −2.0
  2. 02Danielle Frankel#E0DEE0L* 88.7 · b* −0.9
  3. 03Naeem Khan#BDBABBL* 75.7 · b* −0.3
  4. 04Monique Lhuillier#E6E7E7L* 91.6 · b* 0.0
  5. 05Reem Acra#C9C7C6L* 80.4 · b* 0.9
  6. 06Lee Grebenau#CEC7C4L* 80.6 · b* 2.3
  7. 07Stéphane Rolland#CBC2BEL* 78.9 · b* 3.2
  8. 08Ines Di Santo#DEDDD4L* 87.9 · b* 4.3
  9. 09Amsale#BAB6ADL* 74.2 · b* 5.0
  10. 10Costarellos#DFDBD2L* 87.5 · b* 5.2
  11. 11Rita Vinieris#C9D1C5L* 83.1 · b* 5.3
  12. 12Alon Livné White#CFBCAFL* 77.6 · b* 9.0
  13. 13Lihi Hod#BA9B85L* 66.3 · b* 15.9
  14. 14Juliette Kim#B9977AL* 64.8 · b* 19.8

From cool white
to nude tones

Each designer card in the November draft holds one lead photo chosen from that designer’s board on the current website. On each of the fourteen photos we drew a rectangle over the body of the gown, averaged the color of its lit areas, leaving out shadows and reflections, and took the result as the “white as photographed.”

The two closest whites (Ines Di Santo and Costarellos) differ by only 1.19, hard to tell apart even side by side, while the two farthest (Monique Lhuillier and Juliette Kim) are 24.61 apart, far enough to count as different colors. The median color difference among the fourteen is 8.83. Juliette Kim, photographed in a nude-toned tulle gown, stands at the warmest end.

60 70 80 90 0 10 20 01 Newhite · #D3D5D8 · L* 85.1 · b* -2.001 02 Danielle Frankel · #E0DEE0 · L* 88.7 · b* -0.902 03 Naeem Khan · #BDBABB · L* 75.7 · b* -0.303 04 Monique Lhuillier · #E6E7E7 · L* 91.6 · b* 0.004 05 Reem Acra · #C9C7C6 · L* 80.4 · b* 0.905 06 Lee Grebenau · #CEC7C4 · L* 80.6 · b* 2.306 07 Stéphane Rolland · #CBC2BE · L* 78.9 · b* 3.207 08 Ines Di Santo · #DEDDD4 · L* 87.9 · b* 4.208 09 Amsale · #BAB6AD · L* 74.2 · b* 5.009 10 Costarellos · #DFDBD2 · L* 87.5 · b* 5.210 11 Rita Vinieris · #C9D1C5 · L* 83.1 · b* 5.211 12 Alon Livné White · #CFBCAF · L* 77.6 · b* 9.012 13 Lihi Hod · #BA9B85 · L* 66.3 · b* 15.913 14 Juliette Kim · #B9977A · L* 64.8 · b* 19.814 Lightness L* Warmth b* →
  1. 01Newhite
  2. 02Danielle Frankel
  3. 03Naeem Khan
  4. 04Monique Lhuillier
  5. 05Reem Acra
  6. 06Lee Grebenau
  7. 07Stéphane Rolland
  8. 08Ines Di Santo
  9. 09Amsale
  10. 10Costarellos
  11. 11Rita Vinieris
  12. 12Alon Livné White
  13. 13Lihi Hod
  14. 14Juliette Kim

The horizontal axis shows how far each white leans toward yellow (b*); the vertical axis shows lightness (L*).

Method: inside a rectangle drawn by hand over the body of each gown, we kept only pixels with lightness L* of 60 or more and chroma C* of 40 or less, then averaged the Lab values of pixels between the 50th and 90th lightness percentiles (sRGB, D65). Color differences were calculated with CIEDE2000. The same gown photographs differently depending on the lighting and white balance, so these numbers are the colors of the photos shown on the website, not of the fabric. The photos themselves are not published on this page.

06 / STAGEThe background the whites hang on

Gowns on dark,
text on Ivory

Newhite
Danielle Frankel
Naeem Khan
Monique Lhuillier
Reem Acra
Lee Grebenau
Stéphane Rolland
Ines Di Santo
Amsale
Costarellos
Rita Vinieris
Alon Livné White
Lihi Hod
Juliette Kim
  • Pure white #FFFFFF

    Warm whites look yellowed and darker whites look like gray smudges. Even the brightest, Monique Lhuillier, is darker than the background.

    Contrast ratio with the background: 1.23:1 – 2.70:1
  • Ivory #F5EFE6

    The background is warm, so cool whites turn bluish and warm whites sink into it.

    Contrast ratio with the background: 1.08:1 – 2.36:1
  • Champagne #C9A56B

    Every white rises brightly, but the gold of the background catches the eye before the gowns do.

    Contrast ratio with the background: 1.11:1 – 1.86:1
  • Noir #0B0908

    All fourteen gowns read as white, and the differences remain in the texture of the fabric and the silhouette.

    Contrast ratio with the background: 7.35:1 – 16.03:1

What we had to choose was not the white
but the background

Hang a white gown on a white background and warm whites look yellowed, darker whites gray. Make any one of the fourteen whites the website’s white, and the other thirteen gowns look dull beside it.

The November draft places the films, where the gowns hang large, and the designer cards on Noir #0B0908, and puts the reading scenes, such as the brand statement and the store information, on Ivory #F5EFE6. While putting this record together, we hung the same fourteen gowns on four backgrounds: on Noir, even the darkest white kept a contrast of more than 7:1 with the background.

07 / PALETTE · TYPEColor and type

Noir and Ivory,
a single line of Champagne

We captured the eleven scenes of the November draft in thirty-three 1440 × 900 screenshots and counted the colors: photos and film filled 43.6% of the screen, Noir tones 28.0% and Ivory tones 18.0%, while Champagne and Gold came to only 2.2%. Gold was kept to lines, numbers and buttons, and the screen was given over to the gowns.

  • Noir#0B0908Background for gowns and films
  • Espresso#15110ECard and scene layers
  • Umber#221A14Shade in dark chapters
  • Ivory#F5EFE6Background for reading · text in dark chapters
  • Cream#ECE3D6Layers in light chapters
  • Sand#D8CBB8Lines in light chapters
  • Champagne#C9A56BLines · Buttons · Numbers
  • Gold#E2C793Accent text in dark chapters
  • Ink#1C1713Text in light chapters
Text / BackgroundSwatchContrast ratioUsable for
Ivory / Noir17.38:1OK even for small text
Gold / Noir12.13:1OK even for small text
Champagne / Noir8.58:1OK even for small text
Ink / Ivory15.55:1OK even for small text
Ink 2 / Ivory8.82:1OK even for small text
Mute / Ivory3.28:1Large text only
Champagne / Ivory2.02:1Not for text

Heritique · Look 01

Cormorant SCSmall capitals, as in the logo

Closer, it becomes art.

Cormorant Garamond ItalicOne line of each scene title

PretendardKorean body text · Booking form

The two January versionsLight version · Cormorant Garamond + Noto Sans KRDark version · Playfair Display + Montserrat (no Korean font)

We split the type: English in a serif that carries on the logo’s small capitals, Korean in a sans serif that stays crisp even on small screens. Each scene title pairs one English line with one Korean line, so the English sets the mood and the Korean carries the content.

08 / STRUCTUREStructure

From ten sections
to eleven scenes

The current website consists of a brand introduction, fourteen designer boards, celebrity and magazine boards and a booking post form. The January drafts fit this content into ten sections on a single page; the November draft rebuilt it as eleven scenes.

Measured at 1440 × 900, the page grew nearly threefold, from 10,295px to 29,257px. In return, each scene does just one job. The four films take up almost half of the scroll, and the fourteen designer houses became a single scene that scrolls sideways.

Current website · Menu

  • THE BRANDBrand Introduction · History
  • DESIGNERS14 designer boards
  • PRESSCelebrity · Magazine boards
  • APPOINTMENTSBooking post form

January draft · Ten sections 10,295px

  1. Opening screen · Runway video900
  2. Brand introduction880
  3. Season collection1,001
  4. Designers617
  5. CEO’s message887
  6. History1,119
  7. Celebrities1,409
  8. Magazine1,028
  9. Directions846
  10. Book a visit1,154
  11. Footer454

November draft · Eleven scenes 29,257px

  1. Veil film3,600
  2. Brand statement1,060
  3. Fourteen houses5,552
  4. Runway film3,240
  5. Atelier · Lace film3,060
  6. Season collection2,160
  7. Celebrities2,800
  8. Magazine1,651
  9. Private fitting film3,240
  10. Flagship store900
  11. Appointment consultation1,233
  12. Footer761

Bar heights are proportional to lengths measured at 1440 × 900. For the November draft’s film scenes, the length includes the stretch where the scene stays pinned while its frames advance.

09 / FILMFour films

Four films
you scroll through

In the November draft, the opening screen and the runway, atelier and private fitting scenes are not video files but sets of frames. Each film, a few seconds long, is split into 1280 × 720 WebP frames for PC and 540 × 960 for vertical screens, and the frame that matches the scroll position is drawn on a canvas. So the veil drifts at the speed you scroll, and when you stop, the scene stops too.

The runway film is made of frames taken from real runway footage, so we left it out of the scrubber in this record and swapped it for other scenes in the draft recording.

Last frame of the veil film: a bride’s veil spread out by the window of a New York atelier

By the window of a New York atelier, a bride’s veil rides the breeze across the screen. This is the film on the opening screen.

THE VEIL
128 · 72Frames for PC · vertical screens
RUNWAY
120 · 80Frames taken from the runway video
ATELIER
80 · 50Lace film
SALON
80 · 50Salon film
PC
408 frames · 20.3MB1280 × 720 WebP
MOBILE
252 frames · 6.4MB540 × 960 WebP
10 / ROUND 2Second proposal · The November scroll renewal draft
Round 2 · November 2

Where New York’s finest bridal houses meet SeoulThe season collections of New York’s high-end designers, here in Seoul

A draft that opens with the veil film and links eleven scenes in one continuous scroll. Ivory text and Champagne lines sit on a Noir background, which brightens to Ivory only for the brand statement and the store information.

  • The veil film’s 128 frames unfold as you scroll
  • Fourteen houses on fourteen cards, scrolled sideways
  • A loupe magnifies details on the lace film
  • Four private-fitting steps lead into the appointment consultation
Noir · Espresso · Ivory · Champagne · Gold
  1. The opening line revealed as the veil passes

    As the veil film sweeps across the screen, “The season collections of New York’s high-end designers, here in Seoul” rises into view.

  2. Fourteen houses, fourteen cards

    Each house gets a number, a name, an English keyword and a Korean description, and the cards scroll sideways.

  3. Three touches on the lace

    Three notes, hand beading · Chantilly lace · organza flowers, pass one by one over the lace film.

  4. A new season opening in a round window

    A small circle in the center grows until the season collection video fills the screen.

  5. Private fitting in four steps

    Over the salon film, four steps run down a vertical line, from the appointment consultation to getting ready for the ceremony.

  6. Nine fields to book a consultation

    It asks only what the consultation needs, such as the wedding date, preferred visit date and designers of interest.

In the recording, we replaced the celebrity photos and names, designer lookbook photos, magazine covers, season video and runway film with other photos and scenes, and masked the address and phone number.

11 / DETAILThe closer you look
Close-up of lace with pearl and crystal beading, Chantilly lace and organza petals

The closer you look,
the more it becomes art

In the lace scene, a loupe 220px across follows the pointer and magnifies the spot beneath it 1.8 times. It lets brides look closely at details that slip past small in photos, such as pearl and crystal beading, Chantilly lace and organza petals. You can move the same loupe over the lace photo on this page.

Booking a consultation
in nine fields

The website’s final scene is the appointment consultation. Starting from the current website’s booking post form, we kept it to nine fields asking only what the store must know before a consultation. Knowing the wedding date and the designers of interest in advance lets the store have the right gowns out for the fitting day.

BOOK A PRIVATE FITTING

  1. NameFull name
  2. Mobile phone010-0000-0000
  3. Wedding dateYYYY. MM. DD.Fittings are counted back from the wedding day.
  4. Preferred visit dateYYYY. MM. DD.
  5. Visit timeAM · PMPicking just morning or afternoon instead of an exact time makes the consultation easy to schedule.
  6. BudgetPlease selectChoose one of four ranges instead of typing an amount.
  7. Wedding venueVenue or area
  8. Designer of interestInes Di SantoChoosing from the fourteen houses lets the store prepare that house’s gowns in advance.
  9. Preferred designLace mermaid, ballgown, minimal lineBrides describe it in their own words.

Consent to the collection and use of personal information for the appointment consultation (required)

12 / HERITAGEEleven years on stage

The heritage
was already there

Recounting the history on the brand page, we found that over eleven years, from 2013 to 2023, the store took to hotel bridal stages 13 times, presented designer shows and collections 4 times and staged its own collection 2 times. In 2019 it moved to its flagship store in Sinsa-dong, and in 2023 it became Danielle Frankel’s official shop-in-shop flagship store.

The heritage in the name was already growing in this history. While putting this record together, we drew the history as the website’s next scene: each year’s stages light up one by one, like lights along a runway.

  • Hotel stages 13
  • Designer shows · Collections 4
  • Own collections 2
  • Wedding fair 1
  • Store 2
  1. 2013
    • JW Marriott HotelHeritique New York Bridal Collection
    • Banyan Tree Hotel1st InStyle Wedding Bridal Collection in Seoul
  2. 2014
    • The Westin Chosun2nd InStyle Wedding Bridal Collection in Seoul
    • The Ritz-Carlton SeoulF/W Wedding Fair Haute Couture Wedding Show
  3. 2015
    • Heritique New YorkF/W Bridal Collection
    • All That RAUMWedding Fair Bridal Collection
  4. 2016
    • Four Seasons Hotel4th Bridal Collection in Seoul
    • Grand Hyatt SeoulHeritique New York Bridal Collection
  5. 2017
    • SIGNIEL5th Bridal Collection in Seoul
    • Heritique New York2018 S/S Early Christmas Wedding
  6. 2018
    • June · Novotel Ambassador GangnamChampagne Wedding The Fete Wedding Showcase
    • July · Le Méridien SeoulWedding Showcase
    • August · Millennium Seoul HiltonWedding Fair
    • October · Cruise378JUST Philippa 2018 Collection Show
  7. 2019
    • May · Sinsa-dongFlagship store relocation
    • November · Flagship StoreNAEEM KHAN Bridal Spring 2020 Collection Wedding Show
  8. 2020
    • January · Flagship StoreALON LIVNE invitational show in Korea · 2020 FW ATHENA Collection
  9. 2021
    • September · Sofitel Ambassador SeoulLaunch wedding showcase photo shoot
    • INES DI SANTO2022 Spring Collection
  10. 2022
    • March · Grand Hyatt SeoulBridal Collection in Seoul
    • April · Josun Palace Seoul Gangnam2022 Wedding Showcase On Cloud Nine
  11. 2023
    • September · DANIELLE FRANKELNamed official shop-in-shop flagship store

Source: history on the Heritique New York brand page (checked November 2, 2026). Items listed twice were counted once, and items without a clear year were left out.

13 / RETROSPECTLooking back

Why we did not choose
a single white

We proposed several directions, and none led to a final selection. Still, between the two proposals we reread the name, measured the white of each gown and settled on the background where those whites show best. If the two January drafts carried over every piece of content, the November draft dressed that content anew in the name, the whites and movement.

  1. Round 1 · JanuaryCarrying the content over

    Light and dark versions across ten sections

  2. Round 2 · NovemberStarting over from the name and the whites

    An eleven-scene scroll draft · Four scroll films

  3. This recordDrawing the next scene

    Fourteen whites · Seven spellings · Eleven years of history

  • 01Reread the name first

    In January we read the name as Heritage + Unique. Only after rereading one line of the introduction did we find the boutique in it, and that meaning set the tone of the page.

  • 02Don’t settle on a single white

    Every gown has its own white, so if the website settles on one white, some gowns look yellowed and others gray. What we had to decide was not the white but the background the whites hang on.

  • 03Show it in motion

    A gown reveals its texture as it walks and as it meets the wind. The scroll film puts that movement, so hard to convey in a single photo, in the bride’s hands.

14 / CREDITSHERITIQUE NEW YORK · BLUECANVAS WORKS

HERITIQUE NEW YORK HOMEPAGE RENEWAL

Fourteen
Whites

Heritique New York · Two first drafts · Scroll renewal draft · Study of whites

ItemDetail
ClientHeritique New York · Designer wedding dress flagship store
ScopeWebsite renewal proposal · Brand reading · Study of whites
PeriodJanuary 2026 · November 2026
Round 1Two first drafts (a light version on white · a dark version on black, ten sections)
Round 2One scroll renewal draft (eleven scenes) · Four scroll films (408 frames for PC · 252 for vertical screens)
AddedFourteen gown whites measured · Survey of name spellings · Eleven years of history
IdentityCurrent wordmark · Noir #0B0908 · Ivory #F5EFE6 · Champagne #C9A56B · Gold #E2C793
ToolsGSAP · ScrollTrigger · Lenis · Canvas
TypefaceCormorant Garamond · Cormorant SC · Pretendard
StudioBlueCanvas

GoalA first screen that moves the heart before any gown is chosen

FOURTEEN WHITES, ONE STAGE

The first screen for the most special day,
let’s design it together

Starting from the white of a single gown and one line of a name,
we will build a website brides can trust enough to book.

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