Shaping the image of a luxury brand
A website can appear to be an uninspiring medium for a luxury jewellery brand such as this. After all, it’s not easy to offer a digital experience that matches the magic and mystique of an exclusive boutique.
Synonymous with excellence, luxury and sophistication, the Leysen brand had to present the magnificence of its creations in a digital setting to share and convey the elegance and exclusivity of its collections and latest designs through a rewarding interactive experience.
This called for a subtle and harmonious mix between the site’s visual richness, elegant graphics, clear content and user-friendly navigation.
There was a strong focus in developing the design direction first. This has meant establishing a design language that can easily be translated onto the web, taking in account all the technical constraints.
The outcome was a pure and clean design that focussed on great imagery and minimalist design, one where the products and photography became the most important visual aspect of the site.
It was important to convey the prestige and refinement of the brand by paying careful attention to every detail such as the finesse and delicacy of the animations in the menus or transitions between pages.
Also in the shop, everything is arranged to invite contemplation … such as the choice to show the articles across the full screen so users have a better experience and can discover the authentic craftsmanship hidden behind each piece.
Everything has been designed to offer the perfect digital experience on whatever “device” is being used; this is thanks to a completely “responsive” site that fits and adapts to each screen and device, mobile tablet and desktop.
No compromises have been made between aesthetics and technical constraints such as SEO and downloading speed.
As the most important thing on the site was the presentation of the jewels, it was necessary to consider that they might also be presented on different pages and contexts. A ring, for example, can both be listed on a page with all the rings or be in a collection with an associated style.
The work on the cinematography was very important to ensure the cohesion and harmony of the whole. All jewellery pieces were therefore photographed and/or retouched so as to be presented on either a dark or transparent background, depending on the format, context and style of the page. A very intensive job but worth it in the end.
Creating a visually striking website is one thing, making it dynamic is another. From an administrative point of view, the site offer full flexibility to the Leysen team to adapt and update the content. The layout with his dynamic content module allows complete freedom to update the site and maintain it from ‘home’, while keeping the site’s visual facade perfectly intact.
With a simple click a product can be highlighted on the home page, or the page layout of a collection can be fully revisited to introduce or highlight a new piece.
The news section give the actually of the Leysen house