A Question of Timing for Pegoretti.

When's the right time for a new site? In our experience, there's never just one moment — just breadcrumbs on the trail. Sales leads. The way a brand wants to be represented. New technology that opens up possibilities. A deeper understanding of where the work actually needs to go. And sometimes, the right answer is no. Site decisions are too elemental to be driven by an agency's billing calendar.

We'd been turning a new Pegoretti site over for a long while. You don't move on a brand like Pegoretti — a partner of ours for years — until the threads have genuinely come together. Eventually they did. Technology we'd been considering, design directions we'd been scribbling, e-commerce thinking shaped around how the Bottega actually works.

What landed is a deep digital amplification of the Pegoretti culture. New design and typography, playful icons that nod to the Bottega, and a story-led architecture that walks a visitor from the brand to Verona to the door of the workshop. Built headless on Next.js and Sanity, with a custom e-commerce flow that doesn't lean on Shopify or anything off-the-shelf — because Pegoretti isn't off-the-shelf either.