Loro Piana, a luxurious heritage brand, are world renowned firstly for their technical superiority in performance and secondly their incredibly soft fabrics. Without compromising these offerings for their customers, they also wanted to reposition themselves to a younger audience.
Whilst staying true to this heritage, we elevated their digital offering to also attract a technically savvy millennial audience. By focusing on the mobile experience which sits in people's hands, I translated the physical sensation of the apparel into a digital experience full of texture and touch. This had to feel "real" and authentic. For example, customers could "unzip" the season's new leather bomber and view the luxurious inside lining straight from their mobiles. Other times, customers could "pinch" the cashmere fabric to better sense the quality. By commissioning the right team of DOP and stylist, and collaborating closely with Loro Piana and the development team, I ensured the quality of execution met Loro Piana's established heritage, whilst providing a fun and unique way a younger audience could experience the brand from literally, their fingertips.
In order to house this new content, it was also important the site experience be modern, soft and fluid. I also provided digital art direction that reaffirmed this fluidity in each typographic and visual transition of the site.
Overall, this digital experience dissolved the gap between the physical product and the digital e-commerce platform. Enabling new ways for people to experience the collection from the comfort of their homes.