Shoptoiletpaper

Toiletpaper Shop is the online store of Toiletpaper, the artists’ magazine and creative studio founded in 2010 by Maurizio Cattelan and Pierpaolo Ferrari. It sells in euros from Milan across seven departments: magazines and special editions, books, posters, interiors, lifestyle, beauty, and collaborations grouped under Brands. The catalogue crosses print, furniture, wallpaper, clothing, jewellery and toiletries, all carrying the same photographic imagery. Built on Shopify.

Website Design

Cream ground with a yellow secondary. The theme sets a warm cream background at 251 239 228 against near-black text at 19 17 12, with buttons split between a black primary and a yellow secondary at 240 196 23. Product cards sit on white so they read as cut-outs against the cream.

Barlow at two weights only. Headings and body both use Barlow, loaded at 700 and 500 with matching italics. Navigation, product titles and collection headings are upper case, so the type does little and the pictures do the rest.

Running marquees top and bottom of the hero. An announcement ticker repeats “SHIPMENTS MAY BE DELAYED DURING THE SUMMER PERIOD” and “SUBSCRIBE TO OUR NEWSLETTER”, and a second marquee under the hero repeats the brand line “TOILETPAPER MAGAZINE IS POP AND FOR EVERYONE – TOILETPAPER HAS ONE CLEAR IDENTITY AND A THOUSAND POSSIBLE IDENTITIES – TOILETPAPER IS A NON STOP EXPERIMENT”.

Shopping Experience

A very wide price band. A magazine issue is €17,00, lip balm €19,00, pyjamas €155,00 to €178,00, a Giampiero Romanò fusion lamp €650,00 and wallpaper from €985,00. Prices use the Italian comma decimal throughout.

Collections filter by motif. The wallpaper page filters on Design rather than colour or size, listing single-item options such as Bird, Chips, Popcorn, Revolver, Snakes and Two of spades, alongside product type, a price range and an In stock only toggle.

Cart and wishlist both open as drawers. The cart slides in with an empty state of “Your cart is empty” and a Continue shopping link, and a separate wishlist adds a save action to product cards.

Sold out items stay in the grid. Magazine N.21 is listed and priced while marked Sold out, and because its sale price sits above the crossed-out regular price the saving badge renders as “Save €-2,00”.

Brand Storytelling

Product copy is the magazine’s own statement. The N.21 page carries the studio line that the magazine “contains no text; each picture springs from an idea”, followed by a plain spec block giving language, size, page count, illustration count, binding and release month.

About Us reads as a studio CV. It lists advertising work for Kenzo, Lavazza, Nike and Diesel, product design for Seletti and Gufram, exhibitions in Rome, Seoul, Miami, New York and Montreal, and record sleeves for Daft Punk.

Notable Features

Three properties in one footer. Links separate Toiletpaper, Toiletpaper Beauty and Toiletpaper Living, and the beauty line carries its own vendor name on products.

A product taxonomy of oddities. Across 250 listings the product types include Pouf, Doormat, Deck chair, Chest of drawers, Screen, Sofa tray and Sanpellegrino, which reads more like an inventory of a set than a shop.