PROJECT
ARMANI

AGENCY
B-REEL

ROLE
SENIOR DESIGNER

CONTRIBUTION
DESIGN DIRECTION
UX/UI DESIGN
VISUAL IDENTITY

YEAR
2016

INDUSTRY
FASHION

A seamless integration of the brand world and consumer journey. Connecting the brand experience with the best-in-class shopping experience that is easy to browse and buy, with deeper insights into the products and the brands. A fully responsive, mobile-first design scalable across multiple devices. A digital flagship experience that interlinks content, commerce, and social aspects.

01.

Background

The global website of Armani has around 18 brands. Creating a seamless integration of the brand world and consumer journey is necessary. Connecting the brand experience with the best-in-class shopping experience that is easy to browse and buy. Creating deeper insights into the products and the brands. A fully responsive ecosystem mobile-first design. Scalable across multiple devices. A digital flagship experience where content, commerce and social are interlinked.

02.

Approach

The art direction is inspired by Mr. Armani’s quote “Acknowledge the elegance of simplicity”. Focusing on the smallest details to create something exceptional. Designing for today’s user needs while imagining the digital luxury fashion lifestyle experience of tomorrow. All design elements must unite in harmony, which is unmistakably Armani. Linear, tight, structured yet emotive. The overall feel is one of modern elegance, achieving perfect balance. Considered use of space is essential. Abundant, open, relaxed, light and editorial. Light and subtle grey and warm tones compliment the photography — derived from the timeless Armani palette. Typography is modern, yet classic. Considered irrespective of point size and versatility. Photography is the hero. It’s intimate and on a large scale with dramatic crops in places. Graphic art direction, tension with emotion.

03.

Outcome

The experience truly feels simple and elegant. All design elements are united in harmony. The editorial approach to design facilitates building an organic browsing experience for discovery. A simple yet solid grid provides clear guidance through the content — the imagery is king with minimal supporting copy. The templates created for this experience design vision serve as a starting point for further discussions regarding the scalability of the platform. A holistic experience. One that reinforces the customer's sense of recognition, belonging, status and style. An experience that far exceeds the traditional product sales model — Lifestyle oriented. An experience that evolves and progresses, always staying true to the Armani view on fashion and lifestyle. A gateway for new ideas and innovation for all parts of the Armani group.

Engaging with customers on an emotional level through brand, lifestyle and product stories. Providing a balanced overview of all brands in the Armani portfolio. Heroeing the design and products within the individual collections. Telling the story of the use of materials, the design, the innovation and the craftsmanship. Connecting stories across all physical and virtual touchpoints (website, social, campaign, press event). Catering for both new and returning visitors through functionality that drives conversion. An experience that acts as the ultimate digital showcase for all parts of the Armani universe ●

Credits
Samuel Viani ⸺ Senior Designer

Caspar Williamson ⸺ Art Director
Davor Krvavac ⸺ Creative Director
Jeroen Matser ⸺ Head of Strategy
Madonna Arsan ⸺ Producer
Michael Delange ⸺ Senior UX Designer
Pieter Louis Konickx ⸺ Art Director, Designer
Theun de Bruijn ⸺ Technical Director
Yuriy Starikov ⸺ Senior Designer

Duration
4 weeks

Agency
B-Reel

GUITARTUNA

VERIZON 5G

JIOHOME

CAMPFIRE

MITSUBISHI MOTORS

FUTURELEARN

NATURKLANG

MOBILET

SAINSBURY'S

ETIHAD AIRWAYS

RS CONNECT

MAZDA

IQOS

O2 PRIORITY

ARMANI

SWIMS

NIKE

WIZARDING WORLD

THE TELEGRAPH FILM

NICKELODEON