Salon De GustoAn interactive wine catalog and online salon in 1920s style

An interactive wine salon with 1920s flair

In 2004, we were commissioned to create Salon De Gusto, a private, members-only wine salon in Moscow styled after the elegance of the 1920s.

From the very beginning, this project stood apart: instead of a typical business card site, it required a full-fledged digital experience, mirroring the sophistication and exclusivity of the salon itself.

The design stage alone became one of the most challenging we had faced: every element — from typography to decorative frames — had to echo the glamour of the interwar era. The result was a website that looked like no other in Moscow at the time.

Features and highlights

• 🍷 Interactive wine map and catalog, with navigation by region, variety, and country — at the time, one of the most extensive wine databases available online in Moscow.

• 📝 Rich content for each item: detailed descriptions, historical background, and tasting recommendations.

• 💬 Live sommelier chat, providing real-time advice and guidance for visitors.

• 🛒 Fully functional online ordering system, letting clients choose and purchase wines directly through the website.

• 🎨 A carefully crafted 1920s-inspired design, reflecting the exclusivity of the club and its private nature.

• 🗂️ A dedicated CMS admin panel with a simplified workflow, allowing staff with no technical background to manage the wine catalog and content seamlessly.

Why it mattered

Salon De Gusto was more than just a boutique website — it was one of the earliest examples of luxury digital commerce in Moscow.

The project showed how even niche establishments could leverage the web not only to showcase products but also to create atmosphere, offer live expert consultation, and facilitate direct online sales.

Driven by the salon’s sommelier — a visionary who understood both wine and technology — the site lived as long as he remained at the establishment.

It remains in memory as a pioneering blend of luxury design, interactivity, and early e-commerce, created years before such concepts became mainstream.