Il Giardino dei Desideri: a website that tells a story before it sells
Website, copy and image direction for a florist in Campocroce di Mirano that decorates weddings, shops, restaurants, offices and homes.
In short
Il Giardino dei Desideri is a florist in Campocroce di Mirano, near Venice in Italy, which creates floral installations for weddings, shops, restaurants, offices and private homes. In 2024 Opificio Lamantini Anonimi designed its website, giardinodeidesideri.it, handling structure, copy, image selection and content management.
Project facts
- Client
- Il Giardino dei Desideri
- Sector
- Florist and floral installations
- Location
- Campocroce di Mirano (Venice, Italy)
- Period
- 2024
- Services
- Website architecture, copy, image direction and selection, development, content back office, newsletter
- Website
- giardinodeidesideri.it
A flower shop is somewhere you walk into, not somewhere you browse. Il Giardino dei Desideri had a real one, full of flowers, baskets, old books and ladders, and an installation business that reached well beyond the shop. It needed a website you could hear the doorbell in.
The starting point
Where was Il Giardino dei Desideri starting from?
From a shop its neighbourhood knows well, and a second trade you can barely see from outside: floral installations. Weddings, shops, restaurants, offices, homes. Five worlds with different clients, timings and budgets, all behind the same sign.
How do a shop and a bespoke service live together?
Not on the same level. The shop is a place you visit, the installations are a story you tell.
Three front doors: Weddings, Installations, The shop. Weddings have a page of their own, outside the installations container, because it is the heaviest work and the first thing people search for.
Below, five pages with the same structure: the promise, how the work is done, past installations. So that someone arriving from an office does not have to walk through a wedding.
Five worlds, five promises
One page for eachFor the moment of the big yes
For the places that hold beautiful things
For the pleasure of feeling good
For loving your own work
For living inside beauty
What voice does a flower shop have?
The voice of someone watching you come in. The website starts there, not from a list of services.
Every page starts from a scene: the door opening, curiosity slowing your step, a gift taking shape together. The weddings page starts from a legend — two newlyweds, a withered flower, tears that bring it back to life.
Then come the practical things, because they are needed: how an installation works, in three steps, and the frequently asked questions, timings and costs included.
The little bell rings, it is you, you look at us, you stop, you breathe. Then you look around: you were in a hurry, but curiosity asked you to slow down.From the shop page, giardinodeidesideri.it
How an installation works
Three steps, written on the site- 01First meeting in the shop: getting to know each other and finding the style
- 02Site visit and co-design: mapping the place
- 03Installation: the day the place changes
How many photos do you need to show a trade done by hand?
Many, and different from one another. A close-up of a cactus and a room set for a hundred tell the same care.
The starting archive was uneven: polished shots of the shop on one side, on-site photos on the other. We selected, sorted and prepared everything, page by page and world by world.
In October 2024 a second round was needed: whole categories were missing — pharmacy, hotel, showroom, shops, private homes, Christmas installations — and the shop photographed them itself, while working.
The shop
The shop galleries · scroll →
The weddings
From past installations
Weddings are chosen with the eyes: the page shows seventeen of them.
The other worlds
Shops, hotels, pharmacies, homes, Christmas
Photos from the second round, October 2024: sent by the shop, taken on site.
Who updates a website when there is work to do in the shop?
The shop. As long as it does not have to phone anyone to do it.
Galleries, pages and installations are updated from a dedicated back office. Every new installation goes online the next day, without passing through us.
The contact form is built on the questions people actually ask: date, place and type of event. And there is a newsletter sign-up, for anyone who walks into the shop and wants to stay in touch.
Frequently asked questions
Il Giardino dei Desideri and Opificio, in short.
Who built the Giardino dei Desideri website?
Opificio Lamantini Anonimi, in 2024: site structure, copy, image selection and content management.
What does Il Giardino dei Desideri do?
It is a florist in Campocroce di Mirano, near Venice in Italy, which also creates floral installations for weddings, shops and showrooms, restaurants and bars, offices and private homes.
Does Opificio Lamantini Anonimi also write website copy?
Yes. For Il Giardino dei Desideri it wrote the pages, the stories of each world of installation and the frequently asked questions.
Does Opificio Lamantini Anonimi work with shops and local businesses?
Yes. Il Giardino dei Desideri is one example: a florist with a second trade, floral installations, that needed to be made known.