Introduction
Fluid Glass is a UK-based specialist in structural and architectural glazing, working on high-end residential and commercial projects where precision, detail, and collaboration are essential.
They work closely with architects, designers, and developers to translate ambitious ideas into buildable solutions. Across everything they do, there is a strong focus on craft, technical accuracy, and making complex glazing feel effortless in execution.
The website needed to reflect this more clearly. Not as a catalogue of products, but as a way of understanding how they work—through their projects, their process, and the level of care behind each installation.
The Challenge
When we started working together, it became clear that their website didn’t fully reflect that way of working. A lot of glazing websites either lean heavily into technical specs or focus mostly on visuals. In both cases, it’s hard to get a sense of how a company actually works or what it’s like to collaborate with them.
For Fluid Glass, that collaboration and attention to detail is central, but it wasn’t coming through clearly online. The goal for the new site was to make that more visible—using projects, imagery, and structure to give a better sense of their work, their process, and how they approach each project. At the same time, we wanted to make it easier for people to take the next step, whether that’s exploring a project or getting in touch.
The Solution
Instead of building a traditional, product-heavy website, we focused on showing the work in a way that feels closer to architecture than to a catalogue. The idea was to let projects do most of the talking, using imagery, pacing, and structure to give a clearer sense of what Fluid Glass actually delivers.
We simplified the experience so it’s easy to move from browsing to starting a conversation. Whether someone is exploring projects or considering a showroom visit, the path feels straightforward and intentional.
Visually, the site takes cues from the product itself. We used a lot of open space, clear typography, and simple layouts to keep the focus on the material and the details. It’s deliberately minimal, but not empty—everything is there to support the work and make it easier to understand.
Early motion studies
During the process, we used motion studies to test how interactions feel in practice, both from a UX perspective and at a more detailed component level.
This included larger moments like page transitions and menu behaviour, but also smaller elements such as buttons and hover states. Instead of defining these interactions in theory, we explored a few variations to understand how timing, easing, and response affect the overall feel of the interface.
This approach helped shape a consistent interaction language across the site, ensuring everything feels considered, responsive, and aligned with the overall restraint of the design.
“Instead of defining these interactions in theory, we explored a few variations to understand how timing, easing, and response affect the overall feel of the interface.”
Premium loader: setting the tone
We introduced a premium loader as a way to set the tone before you even enter the site. The Fluid Glass logo is animated into the experience and transitions directly into the website, creating a smooth handover from brand to content.
It’s a small moment, but it helps frame the rest of the experience. Instead of a hard cut into the homepage, there’s a sense of arrival—calm, intentional, and aligned with the precision of their work.
From digital to physical
We created a dedicated video module to showcase Fluid Glass’ showroom experience in a more direct way.
A key part of the brief was to support lead generation and make it easier for people to move from exploring the work to getting in touch. The showroom plays an important role in that journey, so we wanted to bring it into the website in a more present and considered way.
Instead of treating it as a standard piece of content, we gave it its own space within the experience. The video helps bridge the gap between digital discovery and real-world interaction, giving visitors a clearer sense of what it feels like to step into the showroom and start a conversation.
It’s a simple addition, but it supports the wider goal of making that transition as natural and low-friction as possible.
Showcasing the process
A dedicated space was introduced on the website to highlight the Fluid Glass process in more detail.
A big part of their value lies in how they work—carefully, collaboratively, and with a strong focus on detail at every stage. Instead of only showing finished projects, the aim was to also make that process visible.
Through a mix of photography and video, the section offers a closer look at how things come together, from early coordination through to installation. It’s not framed as a formal breakdown, but as a way to understand the level of care and precision behind each project.
The result is a clearer sense of what it’s like to work with Fluid Glass, not just what they deliver.
Seamless project exploration
Case studies aren’t just individual pages—they’re part of a wider narrative of work. Instead of treating them as isolated pieces, the experience was designed so you can move through them in a continuous flow.
Users can scroll seamlessly from one project to the next, making it feel more like an ongoing journey than a series of separate stops. This approach keeps the focus on exploration, allowing the work to build on itself as you move through it.
The transitions are kept smooth and unobtrusive, so the interaction feels natural rather than structured. It encourages people to keep discovering without breaking the rhythm of the experience.
“Users can scroll seamlessly from one project to the next, making it feel more like an ongoing journey than a series of separate stops.”
Digital Hospitality
A key part of Fluid Glass’ service is being present and responsive throughout the process. To reflect that, we introduced a small interaction at the end of each page that removes a subtle point of friction.
As users reach the bottom of the page, the menu gently expands and becomes available without requiring an extra click. It’s a quiet moment, but it changes the feel of the interaction—everything is already there when you need it.
Rather than adding complexity, it’s about responsiveness. A small detail that reflects the same level of care and attentiveness Fluid Glass brings to their projects.
The "Look under the Hood" (Development & Motion)
For this project, we built the site on a stack we know well. Nuxt.js powers the front end, with Storyblok handling all content through a headless setup. The site is hosted on Vercel, which keeps deployments fast and performance consistent.
A key part of the system is the product database. It’s structured so it can be easily maintained by the Fluid Glass team, and products can be directly linked to relevant projects. This makes it easier to understand how specific glazing solutions are applied in real contexts, rather than just viewing them in isolation.
Navigation is handled through a central “navigation island” that adapts based on where you are in the site. It updates dynamically as you move through the experience, so browsing feels continuous rather than fragmented. Scroll-based interactions are powered by GSAP’s ScrollTrigger, with subtle SVG animations used to add small moments of detail without distracting from the content.
We also included a structured “Get a Quote” flow. Visitors can submit a request directly through the site, which captures key project information and passes it through to the Fluid Glass team. This allows them to respond with more context-aware advice and a more tailored follow-up, keeping the process connected from first enquiry to conversation.
About Exo Ape
Exo Ape is a global digital design studio operating from the historic city of Roermond, The Netherlands. We specialize in crafting a high-end digital presence for experience-driven brands—from hospitality and fashion to entertainment. By blending narrative-led design with immersive content, we translate a brand’s physical craft and sophistication into the digital realm. We believe that in an ever-expanding sea of noise, digital character and the human touch are the ultimate luxuries. Our mission is to turn simple digital touchpoints into unforgettable journeys.
Credits
Creative Direction
Ronald Gijezen
Creative Development
Rob Smittenaar
Digital Design
Robbert Schefman