Shopify web design
KELELA
Album launch hub for the New Avatar world tour.
Art direction → conversion
The whole site has one job
This is a launch hub, not a general store: pre-order the album. The nav mirrors the fan journey—Pre-Order, Stream, Tour, Merch, Follow—and the hero pairs the album art with a single gradient PRE-ORDER ALBUM button. "Ships July 10" microcopy sits right under the CTA, answering the buyer's first objection before it forms.
Art direction carries the dark theme
Inverted, spectral album art glows against a near-black cityscape. Editorial serif type for "new avatar" against letter-spaced eyebrow labels creates hierarchy without clutter. The whole palette is pulled from the record—so every section feels like the album, and the merch photography matches it 1:1.
Sold Out as social proof
The tour list shows Sold Out tags on New York, LA, Chicago, and Toronto next to cities that still have tickets. Scarcity does the selling: if Brooklyn Paramount sold out twice, you buy your city now. Sold-out dates convert to Join Waitlist—captured demand instead of a dead end.
Bundles raise order value
Merch leads with Vinyl + T-shirt and CD + T-shirt bundles before single items, anchoring buyers at the higher price point. Limited colored-vinyl variants add a collector's reason to choose the bigger cart.
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