The Journal/Behind the Studio
Behind the Studio

Why we built The Edit

Why we built The Edit

Buying art online asks you to answer three questions on faith: will it fit, should I frame it, and what does it actually cost?

The Edit answers all three in one drawer. Pick a frame and watch it render live on the work. Place the framed piece in a room at true scale. See the total — piece, frame, shipping — as one honest number.

It is the moment Megghan specified in the playbook from day one. We just built it so well it became the brand's signature interaction.

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