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Rooted in seasonality
Selma is one of Copenhagen’s most beloved dining destinations, celebrated for its modern interpretation of Nordic cuisine and its warm, understated atmosphere. The goal of this project was to translate that distinctive culinary identity into a digital experience that feels just as refined and welcoming as the restaurant itself.
The redesign focused on capturing the essence of Selma’s brand: thoughtful craftsmanship, elegant simplicity, and a deep respect for ingredients and tradition. Every design decision was made to ensure that the website reflects the same sense of care and authenticity that guests experience when visiting the restaurant.
Selma is a renowned Copenhagen restaurant known for its contemporary interpretation of Nordic cuisine and its carefully crafted dining experience. However, the existing website did not fully reflect the character and sophistication of the brand.
The digital experience lacked visual hierarchy, storytelling, and the sense of atmosphere that guests encounter when visiting the restaurant. Important information such as menus, reservations, and the restaurant’s philosophy was present, but the presentation felt fragmented and did not communicate the warmth, craftsmanship, and elegance that define Selma.
The challenge was to design a website that captures the essence of the restaurant while maintaining clarity and simplicity for visitors who want to quickly explore the menu or book a table.
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The redesign focused on translating Selma’s culinary identity into a refined digital experience. The new design embraces the principles of Scandinavian minimalism: generous spacing, thoughtful typography, and carefully curated imagery that highlights the restaurant’s atmosphere and food.
A simplified navigation structure allows guests to move naturally between the most important sections of the website, such as the menu, reservations, and the story behind the restaurant. Editorial layouts and immersive visuals create a sense of discovery while keeping the interface intuitive and effortless to use.
The overall experience was designed to feel calm, elegant, and intentional, mirroring the philosophy behind Selma’s approach to food and hospitality.
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The redesigned website positions Selma’s digital presence in line with the restaurant’s reputation for thoughtful, high-quality dining. By combining editorial storytelling with a clean and intuitive interface, the new experience invites visitors to explore the restaurant’s world while making essential actions like viewing the menu or booking a table seamless.
The result is a digital platform that reflects the same balance of craftsmanship, simplicity, and sophistication that defines Selma’s culinary experience.
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