Wow, it’s been so long since I’ve been so visually struck! Shopify just presented the new version of its platform through a page that could well go down in the history of web creation.
So we can still invent things in 2025, in the age of AI without putting AI inside and by inventing an experience that defies all UX laws. Frankly bravo! It’s no longer design, it’s art! And besides, it’s no accident that this “Winter edition” is called Renaissance… there’s a play on words: Ren – AI – ssance. The signal is strong and not without merit.
By using the name and integrating images inspired by great Renaissance paintings, Shopify doesn’t lack guts or ambition, but perfectly manages to convey a message: we are at a new technological era, a new renaissance, and Shopify is right in the middle of the movement. In other words: with us, you’ll be in the know and you won’t miss the biggest turn in the last 40 years of technology.
It’s visually beautiful and technically very well executed, and it stands out from many event sites I’ve seen so far.
And all this reminds us that we can still be original on the Web, that we can take risks and that we must know how to go beyond the limits of what we normally do. I talked to you about the ait-UX movement recently.
Sometimes you have to let the brand dominate. You have to break free from reason and offer the viewer something that will take them on an emotional journey that will foster brand loyalty. We don’t address reason, we address the heart.
Too many digital interface creators forget this and, in the age of AI, to stand out, returning to emotion will be an asset for brands.
