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Singapore's Original Hidden Wall Bed Brand
HWB HIDDEN WALL BED
A new digital home for the trademarked HIDDEN WALL BED brand, built to drive showroom appointments.
Overview
A Website That Matches 16 Years of Category Ownership
HWB Concept Pte Ltd trademarked the HIDDEN WALL BED category in Singapore back in 2013. Today they have 800+ installations behind them and a Beauty World showroom that’s been open since 2008. They needed a website that matched all of that, and made it easier for interested visitors to actually book an appointment.
Services
Information Architecture, User Journey, UX/UI, Web Design, Web Development, User Experience Design
Quick CTAs
Three direct actions, watch past projects, book an appointment, or visit the showroom, sit one tap below the fold.
Trademarked Brand
The brand mark and Since 2009 timeline reinforce who got here first.
Tap-to-Call
Phone number pinned in the header. One tap to the showroom.
One-click WhatsApp
Sticky WhatsApp button, the local market's preferred channel.
Approach
The Challenge
Defending originator status in a crowded category
Competitors had started using the term. HWB needed a site that asserted their originator status, organised a wide product range (H-Series, V-Series, Sofa Bed) without overwhelming buyers, and turned visitors into showroom appointments rather than just clicks.
Lifestyle Over Hardware
The hero sells the outcome (calm, uncluttered family living) before the mechanism.
Self-Selecting Range
Products organised by buyer scenario (bedroom, kids room, guest space) so visitors choose fast.
Proof Through Past Projects
800+ past projects filtered by room type, so buyers see what fits a space like theirs.
Conversion on Every Screen
Phone, “Book an Appointment,” and showroom address pinned in header, mid-page, and footer. No dead ends.
Visual Identity
Brand Colour Palette
Deep tones with a gold accent
Deep base tones let product photography do the talking. The signature gold draws the eye to brand marks and the things we want people to focus on.
Hero Section
Less Clutter. More Living.
The outcome, not the mechanism
Most furniture sites lead with the product. We led with a family. The hero sells the calm, uncluttered home life that a wall bed makes possible, then introduces the bed itself. HWB’s actual buyers are families renovating HDB and condo homes, deciding together. The hero mirrors them.
Product Storytelling
One Room, Multiple Uses
Buyer scenarios, not feature lists
The site organises HWB’s range around three real situations buyers face: turning a bedroom into a home office, a flexible kids room, or hosting guests without losing the living room. Visitors recognise their problem on screen and pick the right product themselves. There’s also a custom-solutions CTA for anyone whose room falls outside the standard sizes.
Informed Decision Making
Specifications Table
Measure once, match fast
Every model across H-Series and V-Series sits in one scannable table. Bed sizes, carcass dimensions, mattress dimensions, weight ratings, all in one view. Buyers measure their flat, find what fits, and arrive at the showroom already qualified. A soft CTA below catches anyone unsure.
800+ Past Projects, Organised
Filterable Project Gallery
See what fits a space like yours
Filter by room type (Bedroom, Living Room, Study/Office, Guest Room, Child’s Room, Maid/Utility) and only the relevant work shows up. Each project page documents property type, dimensions, and the full custom solution, with the original walkthrough video alongside.
Trust Where Hesitation Happens
Credibility Built In
Trust signals where buyers actually pause
16 years of installations, an 18-year claim-free track record, lifetime warranty, regular media features. We surfaced all of this on the homepage, so first-time visitors get the answer before the doubt has a chance to form.
Voices from Past Buyers
Testimonial
Rotating Carousel
A rotating carousel surfaces customer reviews in their own words, including repeat buyers on their second and third installations. Customer voices carry weight that logos and warranty text simply can’t.
Optimised for Phones and Tablets
Built for Mobile
Where most enquiries actually come from
Most HWB enquiries come in on a phone. Tap-to-call, tap-to-map, and a sticky WhatsApp button mean it’s one tap from interested to talking to HWB, on every screen.
Lead Capture That Pre-Qualifies
Showroom Booking Form
Prepares both sides for a productive visit
The form does more than collect a name and number. A property type field (Condo, HDB, Landed) lets HWB tailor recommendations before they even pick up the phone. The date and time picker turns vague intent into a committed slot. And a floor plan upload means the team can prepare actual options for that specific space, not generic ones.
When you’re working with an established brand that owns a category, the website really only has three jobs: make the originator status obvious, let the product range explain itself, and get visitors to the showroom faster. Every section here is doing one of those.
Eunice
Creative Designer, Passion In Design Agency
We look forward to hearing about your project.
HWB®, HIDDEN WALL BED®, and associated product imagery are trademarks and property of HWB Concept Pte Ltd. Featured here with permission as part of project documentation.
Featured Works
