04/2009
Designing a breakthrough interactive experience for Gucci was one thing. Extending it with a deep overlay to celebrate the launch of a new collection was another. Refreshing Gucci’s suite of web sites to reflect the new spring-summer 2009 designs, all the while keeping the experience consistent and smooth for our long-term online audience, was a whole new ball game.
As Gucci introduces their spring collection, we are delighted to introduce the brand’s spring website.
Building upon the existing platform and designs we have developed for them over the past three years, it introduces fluid, translucent touches that make navigating from page to page and line to line easier than ever before.
Drawing inspiration from this season’s emphasis on chromatic leather, floral ambiances and its juicy, yet classy aesthetic, we have introduced whole new interfaces for the homepage, catalogues and ad campaigns, including a fresh collage layout to present multiple shots at a glance.
Our revamped video integration platform helps blend sound, text and motion further to create an experience that is not only entertaining and informative but, above all, immersive. (We’re especially thrilled about the new full screen mode!) Nobody switches modes and moods at the flip of a switch in real life. Instead, we transition from one emotion to the next, and it is great time web sites adapt to our natural behaviour.
Of course, despite this ever-increasing level of — standards-based! — technical and visual sophistication, our ultimate goal is to create an interactive experience that supports the Gucci brand, allowing users to just “dive in.” In fact, we feel the machinery that powers a site should be completely invisible to the untrained eye, and hope this latest iteration of Gucci.com raises the bar a little further.
We hope you enjoy the collection as much as we enjoyed designing the site, and will be looking forwards to hearing your comments.