Klavierbau Becker
Web Design, SEO, Photography & Digital Product Architecture
For Klavierbau Becker, the entire digital presence was reconceived and redesigned from the ground up. The aim was to create a website that translates traditional piano craftsmanship, specialist expertise in premium grand and upright pianos, and the company’s roots in the Bavarian Oberland into a distinctive, contemporary digital experience.
The design combines the aesthetics of prestigious piano brands with authentic craftsmanship, a strong sense of place, and a visual language built around our own Leica photography and carefully developed AI-generated imagery. At the same time, we created a comprehensive SEO and product architecture for restored and pre-owned instruments.
The company’s positioning is founded on exceptional expertise: Alexander Pischetsrieder trained at C. Bechstein and spent many years working for Steinway & Sons.
Project Overview
Services:
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Website Concept & Web Design
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Information Architecture
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SEO Strategy & Content Creation
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Leica Photography
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AI-Assisted Visual Concept Development & Art Direction
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Product Architecture for Grand & Upright Pianos
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Brand & Product Pages
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Ongoing Support & Updates since 2026
Industry
Location:
Timeframe:
Since 2026
The Challenge
Klavierbau Becker brings together two very different worlds: traditional craftsmanship, often rooted in decades of expertise, and premium instruments from internationally renowned manufacturers.
The new digital presence therefore needed to avoid looking either like a conventional craftsman’s website or a traditional piano retailer.
Instead, the aim was to create a distinctive position at the intersection of piano craftsmanship, musical culture and premium instruments.
At the same time, the website required a robust information architecture capable of bringing together very different user needs: piano tuning and repair, the restoration of high-quality instruments, as well as the search for and purchase of pre-owned grand and upright pianos.
Approach & Design
Between Steinway, Upper Bavaria and Traditional Craftsmanship
The digital presence of piano makers and piano retailers is still largely traditional; even the major manufacturers make only limited use of their websites to create a truly distinctive brand experience. For Klavierbau Becker, the ambition was therefore deliberately higher: rather than simply creating a contemporary website for a traditional craft business, the aim was to develop a digital presence on the visual level of premium and design-led brands – distinctive, atmospheric and appropriate to the quality of the instruments on offer.
The design brings together three worlds: the cultural aura of prestigious concert grand pianos, the landscape and atmosphere of Upper Bavaria, and the precision of traditional piano craftsmanship. Generous layouts, restrained typography and strong visual imagery present the instruments as cultural objects rather than mere products, while the workshop, materials and details of the craft provide authenticity and a sense of closeness.
A Visual Language Between Staging and Authenticity
This is complemented by understated black-and-white documentary photography from the workshop and working environment, capturing people, materials and craftsmanship in an authentic way.
For the instruments themselves, we also created dedicated Leica product photography in colour, bringing out surfaces, lacquer, wood and fine details through subtle dimensionality and natural light.
A Structured Presentation of Premium Instruments
A dedicated product architecture was developed for the sale of pre-owned and restored grand and upright pianos.
Instruments can be organised by manufacturer, type, condition and availability, with individual entries providing details such as model, year of manufacture, price, restoration status and a dedicated image gallery. At the same time, available instruments are integrated into brand-specific sections.
This makes it possible to present both instruments currently available for sale and Klavierbau Becker’s expertise across leading manufacturers. The website brings brands including Steinway & Sons, C. Bechstein, Blüthner, Schimmel, Bösendorfer, Fazioli and Steingraeber & Söhne together within a consistent system.
SEO as Part of the Information Architecture
Search engine optimisation was not added as an afterthought, but developed as an integral part of the website structure.
Alongside the core topics of piano making, piano tuning, grand and upright piano repair and restoration, dedicated content areas were created for pre-owned grand and upright pianos as well as for individual manufacturers.
This makes it possible to combine broader regional searches with highly specific search intent – for example around pre-owned Steinway grand pianos, individual manufacturers or specific piano-making services. This structure has been implemented consistently throughout the finished website.
Result
The new website translates traditional piano craftsmanship into a distinctive digital brand world.
Web design, SEO, structured product presentation, AI-assisted visual concept development and Leica photography work together as a coherent system: the emotional world of premium instruments is combined with genuine craftsmanship and a technically scalable platform for a continuously changing selection of grand and upright pianos.
The website therefore positions Klavierbau Becker not simply as a provider of tuning and repair services, but as a specialist in premium instruments, restoration and piano culture in the Munich region and the Bavarian Oberland.
Contact
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