Spoonbill & Sugartown Books

Spoonbill & Sugartown is an independent used bookstore based in Williamsburg, Brooklyn. The objective was to redesign their existing website.

One of the main concepts for the redesign was the “Serendipity Machine.” On the current website, the company describes itself as a place that has an “element of serendipity – you never know what you will find.” With this in mind, the Serendipity Machine is essentially a random shuffle of products (usually rare items) that are currently in store. When the user arrives at the homepage they are given the option to start the Serendipity Machine and learn more about the store’s collection. The first three images show the stages of flash animation that would occur on the homepage when the Serendipity Machine is started.


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