Vitsœ — Rams Grid Purism

Dieter Rams' own storefront: one grotesk in two weights, one blue, hairline rules, and photography doing all the persuading.

Source capture · 2026-09-05Open full image ↗

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Design notes

Mood

'Less, but better' as a website. Utterly calm, factual, self-assured; the design disappears behind the products it sells.

Colors

Pure white canvas, near-black grotesk text, one utilitarian hyperlink blue (~#0D71BB) as the ONLY accent, a light-grey footer slab. Colour photography is warm and natural; service photography is black-and-white.

Type

A single neo-grotesque in exactly two weights: bold for headings ('606 Universal Shelving System', 'Why Vitsœ?'), regular for short factual body. No italics, no display stunts — hierarchy comes from weight and whitespace alone.

Layout

Ruled sections: full-width hairlines divide text-left / photo-right rows, a four-column ethos grid ('Against obsolescence', 'Investing for life'…), and a 4-up editorial card row. Everything hangs off one strict, visible grid — the grid IS the design.

Motion

None to speak of. Static confidence; at most an instant underline on blue link hover.

Texture

Flat and matte throughout. No shadows, no borders beyond hairline rules, no rounded corners. Photography provides the only depth.

Imagery

Real interior photography only: modular furniture in lived-in rooms under natural light, plus black-and-white documentary shots of people at work. Tool: Pexels first for authentic interior/workshop photography; kie-ai Seedream only if a specific in-situ product shot can't be sourced. No renders, no studio gloss, no lifestyle staging.

Don't

No decoration, no icon sets, no gradients or shadows, no second typeface, no marketing exclamation — a single ornament would betray the whole ethos.

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Your project

Use withAny AI toolCodexClaudeCursorChatGPTGeminiv0 / LovableI want toBuild a screenAudit my UIWrite a design brief

Tech stackUse the existing project stackReact / Next.jsAstroVue / NuxtSvelte / SvelteKitHTML / CSS / JavaScriptSwiftUIFlutter

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Preview & edit prompt

Prompt text# My project [Describe the product, audience, and screen you want to improve] Stack: Use the existing project stack Task: Implement the interface and verify the result in the existing project. ## Tool guidance (Any AI tool) Use available project tools to inspect, implement, and test. State any unavailable capabilities. # Design reference: Vitsœ — Rams Grid Purism Source: https://www.vitsoe.com Swipefile reference: https://swipefile.design/ref/vitsoe-minimal/ Captured: 2026-09-05. This is a dated reference, not a claim about the current live product. ## Objective Adapt the visual principles below to my project. Use my own content and identity. Do not reproduce logos, proprietary copy, or brand assets. ## Reference notes - mood: 'Less, but better' as a website. Utterly calm, factual, self-assured; the design disappears behind the products it sells. - colors: Pure white canvas, near-black grotesk text, one utilitarian hyperlink blue (~#0D71BB) as the ONLY accent, a light-grey footer slab. Colour photography is warm and natural; service photography is black-and-white. - typography: A single neo-grotesque in exactly two weights: bold for headings ('606 Universal Shelving System', 'Why Vitsœ?'), regular for short factual body. No italics, no display stunts — hierarchy comes from weight and whitespace alone. - layout: Ruled sections: full-width hairlines divide text-left / photo-right rows, a four-column ethos grid ('Against obsolescence', 'Investing for life'…), and a 4-up editorial card row. Everything hangs off one strict, visible grid — the grid IS the design. - motion: None to speak of. Static confidence; at most an instant underline on blue link hover. - texture: Flat and matte throughout. No shadows, no borders beyond hairline rules, no rounded corners. Photography provides the only depth. - dont: No decoration, no icon sets, no gradients or shadows, no second typeface, no marketing exclamation — a single ornament would betray the whole ethos. ## Acceptance criteria - Existing project conventions, design tokens, working functionality, and unrelated changes are preserved. - Two or three reference principles clearly support the user's task; conflicts are resolved in favor of usability and the existing product. - Reusable components and semantic HTML express the interface. Available licensed assets are used; important UI text is never rendered as a bitmap. - Every visible control has a defined behavior. Loading, empty, error, success, disabled, and long-content states are specified where relevant. Demo data is clearly labeled. - Navigation and content adapt at 375px, 768px, and 1440px without horizontal page overflow. Keyboard use, visible focus, labeled inputs, at least 44px touch targets, readable contrast, and reduced motion are supported. - Verification distinguishes rendered behavior from proposals and identifies anything still requiring a backend or external service. ## Quality bar Clear hierarchy, consistent spacing, restrained surfaces, and purposeful motion. Avoid decorative gradients, excessive cards, placeholder buttons, and invented metrics unless the project calls for them. Do not claim a feature is connected or tested without evidence.

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