Agentic Commerce

Some products are built around function, others become part of an identity. For Le Nouveau Chef, chefwear started as a practical product category but has grown into something much bigger: a brand that connects chefs through identity, community and experience. Now active in more than 25 countries and celebrating its 40th anniversary, the brand combines a strong sense of heritage with a modern ecommerce and technology foundation. But how do you turn chefwear into a lifestyle brand? And how do you use technology to scale a premium customer experience without losing the personal touch?

Last month, Domaine joined our [top secret] client at Shopify's NYC headquarters for a hack day exploring what a fully AI-based ecommerce experience could look like. Our small pod of designers and engineers partnered with Shopify to build a fully functioning site in a single day. The chat delivered deep product expertise that shifted tone and voice across a variety of user personas to speak directly to different customer types tied to their Meta ad strategy. The experience also surfaced rich, on-the-fly content like data visualizations, a discovery/onboarding quiz, and a personalized product carousel, all styled entirely from the brand's design markdown files. All this with ShopPay built elegantly directly into the experience.