Webflow Conf 2025

For Webflow Conf 2025, I developed and creative directed an interactive gifting experience with Topologie, a bag and accessories brand known for its modular Wares System. Starting with an open brief, I proposed bringing Topologie's customizable retail experience into the conference, giving guests the opportunity to build their own bag from a collection of interchangeable straps, accessories and custom Webflow details.

A natural fit

What drew me to Topologie was the way its products invite people to make something their own. It felt like a natural connection to Webflow, where creativity comes from the freedom to build, customize and experiment. The bags also made sense in the context of the conference. They were stylish, practical and something guests could use throughout the event and long after.

Working with Topologie, we curated an assortment of bags, straps and accessories that felt right for Webflow's audience. Guests could choose their combo, finish it with a custom Webflow puff charm, and pick up a separate collection of conference essentials developed with Webflow's brand team.

Making it work

The biggest consideration was how to make the experience feel personal while moving 600 guests through the space over three days. We wanted people to have time to explore their options and put something together, without creating long lines or slowing down the event.

I developed the spatial layout and visual merchandising with that balance in mind. Industrial mesh lockers displayed finished combinations, a dedicated strap station made the different options easy to browse, and open retail counters with mesh storage underneath kept the merchandise visible and accessible to staff.

The idea was to capture some of what makes shopping at Topologie interesting, while adapting the experience to the pace and practical demands of a busy conference.