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    Tech & hardwareRev. 01

    Optic

    A video header, a serif statement, and products on white. For hardware made carefully.

    For a maker of precise, expensive objects, whose store has to hold a film still long enough to be believed and then say very little.

    $149Open the full shop →
    Rendering Optic

    Live — scroll inside the windowWalk around it →

    Paper#FEFEFD

    The page. Warm white, almost not there.

    Carbon#1A1A1A

    Type, the strip, the buttons. Near-black.

    Graphite#4A4A47

    Paragraphs and secondary copy. Never used for a heading.

    Hairline#E7E7E3

    Table rows, the bar's underline, the footer rule. Never a fill.

    Built the way a camera maker builds a store: a full-screen loop with nothing written on it, then a very large serif line naming the thing, then two tall tiles that each open a product, then three products floating on white with the line they belong to set above each. Later a second film with a claim over it. The type is two voices — a serif for anything large, small capitals for everything else — and the page is mostly air.

    The header video is the merchant's own. Upload an MP4 in the section and it goes through the same path as product media: a presigned PUT straight to the public R2 bucket, served from your own domain. The clip plays muted and loops, pauses off screen, drifts a little slower than the page, and offers a sound button if you want one; readers who prefer reduced motion get the poster.

    Seven sections come with it and exist nowhere else: the video header, the statement, feature tiles (image or muted video), the lineup, category columns, a tabbed specification sheet and story cards. Pages dissolve into each other behind a hairline bar; pictures ease in under the pointer; text links underline from the left.

    How it is made

    Display
    Cormorant Garamond
    Regular · up to 96px · -1.5% tracking. Statements, tile titles, the wordmark.
    Reading
    Source Serif 4
    16px, 1.6 leading. Paragraphs, the specification values, bullets.
    Label
    Inter
    Uppercase · 11px · +8% tracking. Navigation, eyebrows, text links, buttons, product lines.

    Made of

    • The first screen is a looping video with nothing written on it; the words come in the serif statement under it.
    • Products float on white with no card, border or shadow; the line name sits above the product name in small capitals.
    • Buttons are carbon blocks with small capitals and no radius; text links are small capitals with a hairline that draws from the left.
    • Tiles ease to 1.03 under the pointer over 1.2s; videos pause when they leave the screen and never start for reduced motion.
    • Pages fade behind a 1px carbon bar; sections rise 8px as they arrive.

    Voice

    Calm, exact, a little formal. Name the focal length and the aperture. Let the specification sheet carry the proof and the film carry the feeling.

    Sections only this theme has

    • Video headerA full-screen looping video from your own upload, with optional text over it.
    • StatementA large serif headline, a subheading, a paragraph and one text link, centred.
    • Feature tilesOne or two tall image or video tiles with a serif title and a text link.
    • LineupProducts on white with the line name above each, no cards.
    • Category columnsColumns of a picture, a title, a paragraph and a text link.
    • Specification sheetTabbed groups of label-and-value rows, the way a datasheet reads.
    • Story cardsEditorial cards: a tall picture, a title, a category, a byline and a link.

    Designed around

    Meridian Optics

    Lenses, cine glass and cameras, designed and built in Aizu.

    Lenses · Cine Lenses · Cameras · Accessories

    An invented business, used to build and preview the theme. Nothing here is for sale.

    Put Optic on your shop

    $149 once, for one shop, yours for good — there is nothing to renew. Buying it changes nothing until you apply it, and applying it keeps the words you have already written.

    Buy Optic · $149

    You will be asked to sign in and pick which of your shops it is for. Payment is handled by Stripe.

    Drawn for gear and equipment brands. What a shop for this work needs covers the rest of it.

    If you want this one adapted to your shop, or something built from nothing, that is a conversation rather than a checkout. ex@akashi.studio

    Camera and hardware store template — Optic, a Stashed theme