OF Outdoors Kitchens

How We Built a Digital Presence for OF Outdoor Kitchens

Two Audiences. One Website. Zero Compromise.

When OF Outdoor Kitchens came to us, the challenge wasn't just building something that looked beautiful — it was building something that could do two completely different jobs at the same time.

OF is an Italian stainless steel manufacturer operating at the highest level of the market. Their outdoor kitchen installations appear at properties like the Waldorf Astoria Miami and the Capella Bangkok. Their collections are architecturally distinct, their product catalog runs over 300 modular configurations, and their appliance compatibility spans more than 100 options.

That kind of brand doesn't fit neatly into a standard website template.

Understanding the Business Before Touching the Brief

Before any design work began, we spent time understanding exactly who uses the OF website and why.

On one side: homeowners and design enthusiasts discovering the brand for the first time. They need inspiration, visual storytelling, and a clear sense of what makes OF different from every other outdoor kitchen brand on the market.

On the other side: professional dealers, architects, and interior designers who specify OF products for high-end residential and hospitality projects. They need spec sheets, fitting instructions, and technical documentation — fast, without friction.

These two users have almost nothing in common in terms of what they're looking for. The website had to serve both without letting either one down.

What We Built

The solution centered on a few key structural decisions.

Collection-specific pages with separate visual identities. OF's two architectural collections each have their own aesthetic logic. Rather than forcing them into a single visual template, we gave each collection its own design language within the broader brand system — preserving the distinction that matters to designers without fragmenting the brand.

A protected dealer resource area. Trade professionals get access to a dedicated section with technical documentation, downloadable spec sheets, and fitting guides — all gated appropriately so the public-facing experience stays clean and on-brand.

A download hub built for scale. With 300+ configurations and compatibility across 100+ appliances, the documentation needs were significant. We structured the download hub so that adding new products and updating files doesn't require developer involvement every time.

WordPress architecture built to grow. Everything was built on a WordPress foundation — chosen specifically because the OF team needed a system they could manage and expand without being locked into an agency for every update.

The Metanow Approach

We don't position ourselves as vendors. The work we do for clients like OF only holds up when we understand the business well enough to make real decisions — not just execute a brief.

That means asking harder questions upfront: Who actually uses this? What do they need to accomplish? Where does the current experience break down? What has to be true for this to work in two years, not just at launch?

The OF project was a clear example of what that looks like in practice. A brand with genuine complexity, a real dual-audience challenge, and a need for infrastructure that scales — handled within a system that the client can actually own and operate.

The result is a digital presence that represents what OF actually is, not just what they sell.