We Built
This City

We Built This City first burst onto the retail scene back in 2015 when they realised that there was nowhere to buy good, high quality London souvenirs that people would want to actually keep and collect.

Since then the physical store has been incredibly successful and has also helped to champion many london based artists and designers. We were asked to make an online version of the store so that WBTC can sell to their expanding global audience.


  • Back-end programming
  • Branding
  • Creative design
  • E-commerce
  • Front-end responsive development




Our Approach

We wanted the website to feel like a natural extension of the physical shop so that it can be a place to browse interesting content or purchase unique souvenirs. We worked with WBTC to develop content ideas so that people can either choose to browse interesting features or purchase from the comprehensive selection in the store.

The site had to feel like a natural extension of the physical shop

With the content locked down we then went on to define the user experience, making sure it was as easy as possible for people to find what they’re looking for. WBTC is a creative and very distinctive brand so we needed to make sure this was reflected not only in the in the sites visual language but also in each interaction across the site.

Superwire's collaborative, can-do attitude was unfaltering throughout the launch of our e-commerce site. Abundant creativity backed up by smart, future-proof development and a strategic, user-first approach to design.

Adam Shoemark, Head of Marketing & Comms