Redesign concept · Ceramics · 2026

APE Grupo: 251 collections, like a showroom.

A website redesign for a ceramics manufacturer with all of its real content: more than 30 sections, a collection finder with filters, collection pages with exploded views and a comparison tool, and an Etruria scene animated with Remotion.

Client: APE Grupo
What we did: Creative direction, design and development
Technology: GSAP, Lenis and Remotion
Format: Redesign demo in a single file

A scroll through the redesigned home page, recorded on desktop

The challenge

APE Grupo manufactures ceramics under several brands (APE, Carmen, XLINING, IlBagno and VLOOK) with a very large catalog. Their website has to serve distributors, architects and people looking for a tile for their bathroom, all at once.

The challenge was to make finding a collection as easy as seeing it, and to make the website convey what their room settings show: material, light and scale.

The idea: the showroom

The website as an exhibition space: full-screen room-setting photos, light and dark sections that alternate like different rooms, and a wide typeface for the collection names.

Every collection can be found by name, effect, brand or room, and its page has it all: colors, exploded view, downloads and a comparison tool.

The moments

Home page of the APE Grupo redesign with a brick facade and the headline «APE Grupo Architecture Awards» — Home · full-screen news

Canvas section: a tiled wall painted like a canvas — Canvas · every wall, a canvas

Exploded view of the Etruria collection: the pieces floating in perspective on a sand background — Etruria · exploded view animated with Remotion

The Shabby Chic collection with its room setting and its eleven colors — Collections · room setting and colors

Search by room with filters for bathroom, kitchen, outdoor, facades, interior, pools and retail — Rooms · search by space

Collections · 251, with filters

The Etruria collection page with its room-setting photo — Collection page · Etruria

Real projects filterable by restaurant, home and hotel — Projects · filterable

On mobile

What’s included

01Home page with news, Canvas, Architecture Awards, rooms, collections, brands and projects.
02A finder for 251 collections by name, effect (marble, stone, wood, cement…) and brand.
03A page for each collection with room settings, colors, exploded view, technical downloads and a comparison tool.
04Rooms: bathroom, kitchen, outdoor, facades, interior, pools and retail.
05Real projects filterable by restaurants, homes and hotels.
06Inspiration, news, catalogs and BIM, with the content from their website.
07Going back returns you to the exact spot in every section.

By the numbers

30+sections with their own routes

251collections in the finder

7rooms to search by space

1file to show it in a meeting

Key technique

01Remotion inside the website
The Etruria exploded view is a Remotion video that doesn’t play on its own: it advances with the scroll, piece by piece.
02Everything in one file
More than 30 sections with their own routes in a single HTML file, so it can be shown in a meeting without a server.
03Search without waiting
The filters for all 251 collections run in the browser: they respond instantly, on mobile too.

Photos, collections and copy: APE Grupo. Design and development of the redesign: xstdio.

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