With a new global online boutique for the luxury fashion brand we were tasked with creating a luxurious and impressive digital shopping experience adding value where the 'real' in-store experience has been removed.
For the homepage - their 'shop window' - we designed a flexible template that synchronised in-store campaigns. A new tone of voice and information architecture was created that improved the purchase process, and the individual product photography has received attention being art directed with a 'real-life' product presentation, 360 views and on model views.
New York based agency AR updated the identity and Terry Richardson was hired to create a fresh photographic direction that enriched the look of the site.
Ideas for tools such as the changing room and fullscreen view would allow users to compare and get closer to products, helping to build consumer confidence. Exclusive brand content and marketing strategies have been introduced to the site giving unique insights and incentives for users to experience a luxury brand online.
The site has since been updated with a new brand direction and a collection for men's footwear and accessories.
Role: Art Direction, Design, Product and model shoot Art Direction
Agency: de-construct, London