Parnell Gallery

Established in 1976, Parnell Gallery is one of Auckland’s longest standing dealer galleries which represents New Zealand artists across different disciplines and holds more than 10 exhibitions annually.

Parnell Gallery website homepage image


  • UX
  • Design
  • Development
  • Support


We have originally started working with Parnell Gallery to help them finalise and launch their online gallery store. The scope has quickly expanded to include a minor redesign of some pages and another few months later we have embarked on a full website and gallery store redesign and redevelopment project with the final result being what Parnell Gallery website is today.


We've collaborated with Her Studio as our design partner and worked closely with them to achieve the sleek and minimalist look.

Parnell Gallery Artists section by Wildlabs
Parnell Gallery Blog section by Wildlabs


Working with Anna and Sally we have established that the new website needs to be very subtle, elegant, and clean. The website where original artworks and exhibitions take central stage and where a custom-built robust gallery store solution for prints and sculpture is integrated in a very gentle way to create a clear impression of Parnell Gallery primary focus being on exhibitions, artists and their original artworks.

Parnell Gallery mobile homepage by Wildlabs
Parnell Gallery news mobile version by Wildlabs

Design & Development

We have started with wireframing to determine the best layout for each of the pages and to find the best solution to achieve the desired goal. We then partnered with Her Studio to create the individual page designs with a well-balanced amount of white space and beautiful typefaces to highlight the established Parnell Gallery brand and what it stands for. We developed the gallery website and store on WordPress and WooCommerce.

Parnell Gallery Artist page by Wildlabs


We have added “view in room” functionality to allow website visitors to experience how each of the paintings and prints will look like in relation to other objects when hang on a room wall. We aimed to give a true representation of the size of the artwork.

Parnell Gallery represents over 40 artists at any one time and as a result, a very large number of artworks accompanied by over 10 annual exhibitions which means website requires changes on a daily basis, therefore, we have created a custom admin system which allows for high-level of flexibility in making changes, tailoring content to suit constantly changing gallery needs.

Parnell Gallery mobile navigation by Wildlabs
Parnell Gallery mobile exhibitions by Wildlabs


We integrated the website with FileMaker, software used to manage gallery artworks.

Parnell Gallery Artist page by Wildlabs

The Result

The result we have achieved with Parnell Gallery is a truly outstanding art gallery website and store which is without a doubt among the best in the New Zealand art industry.

With this being said, we already have a number of exciting editions to the Parnell Gallery website in development to ensure we support their growing needs and help them bring more innovative ways to connect more people to art.

Ready to
Grow Beyond?

Level 4, Partners Life House
33-45 Hurstmere Road
Takapuna, Auckland, New Zealand

© 2020 Wildlabs Limited