More than a new web shop

Skansen is a place with an identity all its own. History, craftsmanship, nature and Swedish tradition sit alongside an organisation that keeps evolving and welcoming new generations of visitors. When Skansen was looking for a new e-commerce platform and development partner, the brief was therefore about much more than building functionality for products and checkout. The digital store was to become an extension of the Skansen brand.

Skansen had high demands on both technology and design. The solution needed to be robust and flexible, while giving great freedom in how the digital experience was shaped.

At the same time, Skansen had developed a new visual identity together with Garbergs. For Rove, the task was to take that identity further and turn it into a living digital shopping experience.

The Skansen feeling – online too

The Skansen shop is characterised by products with a clear connection to Swedish craftsmanship, design, tradition and quality. The ambition for the digital store was the same.

Instead of creating a conventional web shop where the brand mainly shows up in the logo and colours, we wanted the entire experience to feel like Skansen – from typography and imagery to product presentation, navigation and the small details of the interface.

A digital expression that builds on the brand

The new visual identity from Garbergs gave the project a clear creative direction. Rove's task was to translate the identity into digital commerce while ensuring the design worked throughout the customer journey.

The result is a web shop where the visual expression is given room without getting in the way of usability. The products take centre stage, and the experience balances tradition and history with a modern digital feel.

A tailored experience on a proven foundation

High design ambitions do not have to mean that every part of an e-commerce solution must be built from scratch. For Skansen, we chose Litium Commerce Cloud together with Litium's Headless Accelerator.

This gave the project an established foundation for the underlying commerce functionality, while the headless architecture provided great freedom in how the customer experience could be designed.

Headless gave the design freedom

In a traditional e-commerce platform, the frontend and the platform's underlying structure can sometimes limit how far the design can be taken. 

With a headless architecture, we could instead work more freely with the interface and build the digital experience around Skansen's brand and design ambition. The technology adapted to the experience – not the other way around.

The Accelerator gave the project speed

At the same time, there was no reason to reinvent standard e-commerce functionality. With Litium's Headless Accelerator, we could start from a ready-made technical foundation and spend more of the project's time and budget on what would actually make Skansen's web shop unique.

This created a balance between standardisation and customisation – and made it possible to reach a high design level without building a fully bespoke e-commerce platform.

A web shop that feels like Skansen

The result is a digital store where technology, design and brand come together. A modern e-commerce experience, but with clear roots in what has made Skansen a unique place for generations.

It is a web shop that not only sells Skansen's products, but also conveys something of the feeling behind them – the craftsmanship, the history and the quality.

Nominated for Svenska Designpriset

In 2025, Skansen's new web shop was nominated for Svenska Designpriset, the Swedish Design Award. For us, the nomination is a fine acknowledgement of one of the project's key ambitions: to show that a technically modern and efficient e-commerce solution can also carry a strong and distinctive brand. 

When the right technical foundation is combined with high design ambition, the choice does not have to be between efficiency and a unique experience. Skansen got both.