Petticoat Lane | A Digital Home for East London’s Market

Petticoat Lane

Bringing London’s most iconic market district into the digital age – for the very first time.

Steeped in history but previously invisible online, Petticoat Lane was long overdue for a digital transformation. Wonderful delivered a bold new website and strategy that reframes the area for a modern audience — supporting traders, driving footfall, and telling a richer story of the community and culture behind the market.

Creating a digital-first identity for a centuries-old destination

Petticoat Lane may be world-famous, but until recently, it had no website. With a brief to deliver a full digital presence from scratch, Wonderful was appointed to design and build a website that not only showcased the market, but positioned the wider area — a network of vibrant, diverse East London streets — as a thriving destination in its own right.
The goal: to bring together independent food vendors, fashion traders, quirky shops and creative spaces under one banner. Petticoat Lane needed a digital home that was clear, compelling, and easy to navigate for both locals and tourists.

From heritage to homepage: designing for community and discovery

With no existing CMS or website to build on, we started from the ground up. Our THINK phase included:

Deep discovery workshops with Aldgate BID and stakeholders
Competitor research across key London market districts
UX strategy rooted in accessibility, simplicity and storytelling

We translated the existing Activation Strategy into a user-centred information architecture, with a sitemap and content structure designed around real visitor needs. Wireframes focused on highlighting the unique character areas, promoting local businesses, and integrating BID-supported initiatives like the City Gift Card, volunteering programmes and community gardens.

Key features included:

Fully responsive, mobile-first design
Rich area guides and visitor information
Trader sign-up forms and contact touchpoints
Clear integration with tools like Eventbrite, Google Translate and Gravity Forms
GDPR-compliant cookie and contact processes

Launching the first ever Petticoat Lane website

The final site — petticoatlane.london — brings together heritage and modernity in one elegant, easy-to-use platform. With simple navigation, strong imagery and a clean editorial voice, it serves as both a practical hub and a storytelling tool for the area.
By creating a destination website that champions local businesses and reflects the area’s cultural energy, Wonderful has laid the foundation for long-term growth, increased awareness, and digital engagement across the board.