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Technology has forever raised the bar by which big names in the fashion industry release their collections and exhibitions to the public. That’s why in 2022, Far Far Away and design agency Mirror Mirror were asked to overhaul the Raf Simons website completely.
The redesigned website needed to be more dynamic in terms of content, reducing excessive noise concerning the brand, providing more recurrent visitors, and invigorating unique content, like inside and backstage information.
To give their team as much control as possible, Far Far Away helped deploy a user-friendly CMS, based on Craft CMS. This gives members even more possibilities for editing and highlighting specific content of the website in the future.
Because, there is no point in ignoring the back-end of a website, as it should be designed to meet the same usability standards as the front-end UI does.
Combining that with best-in-class hosting, allows users to navigate the site quickly and intuitively worldwide without worrying about technical issues such as latency or server load. Making the site fast and responsive, even in an environment with high traffic volumes.
To make sure that the site became a digital representation of the Raf Simons brand, we split up the redesign into two different elements. For the informative element, we provided a variety of elegant practical pages, like contact and press.
Furthermore, the inspiring element impresses new and recurring visitors, by creating a minimalist layout, striking visuals, and mastered negative space: which makes visuals full of air and freshness, and lets visitors feel them from the first seconds.
The UI is joined by smooth animations, engaging scroll, video integration, and other design solutions to present the expansive content collection. The landing page additionally shows an infinite grid based on pictures, videos, and audio fragments, which provides the ultimate way of showcasing the ‘World of Raf Simons’. Built with WebGL, this approach ensures that all content, looks and sounds good on every page.
To make sure that all resources are used optimally and efficiently, a system was finally built that is completely tailored to existing and new content sources. The images that are displayed on the infinite grid of the landing page are for example randomly generated and ordered for each new visit.
This allows the visitor to see new highlighted content whenever one chooses to visit the site, which provides an extra dynamic element to the website.
In the back-end, Raf Simons team members then get the chance to pin certain content, for example, the current collection, an archive piece, ... This way the Raf Simons brand has full control over what the website visitor gets to see.
Have a look yourself at rafsimons.com
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