Wheels of NYC

Wheels of NYC started with a Shopify shop beside an existing Squarespace site. The project grew into a complete migration: we moved the full brand experience off Squarespace and rebuilt it in Shopify, including commerce, events, editorial content, community pages and more.

Wheels of NYC website

Squarespace out. Shopify became the whole brand platform.

This was not a storefront refresh. The goal was to retire Squarespace completely without flattening a content-heavy car culture brand into a generic ecommerce template — or breaking the routes, contacts and content people already used.

Built around the job the store actually has to do.

We rebuilt the main site and store as one Shopify system, recreated the key brand, event, community and media experiences, structured sections for ongoing internal updates, migrated contacts and newsletter capture, and mapped redirects for the move from the old Squarespace structure.

Less friction.
More control.

The complete website moved from Squarespace to Shopify

Commerce, events and editorial content now live in one system

Reusable sections let the team keep the site current without rebuilding pages

More than a migration.

Wheels of NYC custom events page

Custom Events Page

A flexible events system the team can update directly in Shopify, without touching code.

Wheels of NYC custom newsletter popup

Custom Newsletter Popup

Custom newsletter popups for the main site and shop, with targeting logic and mobile-friendly behavior.

Wheels of NYC Shopify storefront

Unified Shopify Storefront

The shop was brought into the same Shopify ecosystem, giving the brand a consistent experience from content to commerce.

Wheels of NYC custom product page

Custom PDP with Drawers

A custom product page with expandable drawers for product details, sizing and shipping, keeping key information close without cluttering the page.

See it in the wild.

The work is live, in use, and built to keep moving with the brand.

wheelsof.com

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