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Morningside Gallery

Morningside Gallery

Making a successful gallery digital

Morningside Gallery are a successful and established Edinburgh art gallery. They came to Basestation with a brief to open a digital sales channel for the Gallery, and also ensure the site was optimised for suitable search terms to include established artists names. A full SEO review was conducted along with keyword analysis to assist with the build and structure of the website. Targeted landing pages were created for Artists that display curated listings of all artworks by the artist, creating powerful content rich pages.

A key part of the build of the website was to offer the purchase of artworks via the website, this has proved to be a huge success particularly for the small paintings exhibitions.

Bringing the project to life

User experience design
API Integration
Custom Wordpress build
Support & maintenance

API Integration

An integral part of the project, was to take a feed of Artworks from the Artlogic artworks curation service. We had to build a custom API tool to interrogate their feed and pull though all the categories and filters to the WordPress website. This included the status of the artwork, sold, reserved or available which is updated in real time on the website. This was a complex build and required iterative testing and development to arrive at a working model.


Allowing users to purchase artworks directly via the website was key part of the brief. Using a customised Woocommerce checkout we were able to allow click and collect and apply shipping rules to manage the delivery of products at checkout. Another feature that was created was a wish list feature for registered users, to allow them to create curated collections of their favourite art. The ability to instantly purchase via the website  has proved to be successful opening the gallery up to sales 24 hours a day, seven days a week.

We have continue to refine and improve the website post launch.

Get in touch with the team to discuss your idea, project or business.