Squarespace is a technology platform that makes it easy to build a website or online store. Most of our customers begin building their site by first choosing a template, which is a series of design patterns created by our product design team, and then customizing from there using our CMS.

With the boom in digital goods, we wondered if there was a way to borrow a page from the fashion industry and turn a website template into something aspirational, covetable and special. Could a template generate the same buzz as a collaboration between a fashion brand and a famous artist or athlete? And could we introduce scarcity into the mix, by offering it for a limited time?

Our launch with Björk garnered more than 2.2 million impressions and the Mycelium template quickly became one of the top ten most popular choices in our template store.

First, we design a Squarespace website with the talent using our new Fluid Engine design framework.

Then we take all of their creative choices — colors, fonts, layout styles — and create a template that lives in product for anyone to use, so they can build their own site using the same starting points as an Icon.