KARL LAGERFELD MAISON - Website
KARL LAGERFELD launched KARL LAGERFELD MAISON, a luxury furniture and home decor brand. It followed the successful collaboration to create the brand's first luxury residential project in Marbella. The brand engaged with Atlanttico to design and deliver the new website to increase awareness, promote the collections and generate leads. In addition to being a DTC channel, it also caters to the needs of industry professionals, such as architects and interior designers, by sourcing OBJ files and technical data sheets of the pieces for their projects.
The solution.
Even though KARL LAGERFELD MAISON's furniture can only be purchased offline, we identified the need to implement the new website in an e-commerce platform due to the future range of home decor accessories.
Taking a Lean UX approach, we conducted a collaborative strategic design week to gather requirements, conduct light benchmarking, define key user journeys, create the sitemap, outline the taxonomy and align on the concept and MVP scope.
High-fidelity mock-ups were also created to approve the overall design direction with the brand team.
Once the concept was approved, we implemented a heavily customised Shopify website and disabled the cart functionality for furniture while taking advantage of other features to support lead generation.
Product discovery.
Customers can browse the catalogue by collection, room or product type through a robust information architecture and taxonomy that balance the needs of customers who know what they are looking for and those who want to explore the concept behind each collection.
Brand consistency.
An iconic brand’s visual identity and experience ought to be respected. Therefore, to create consistency across their online presence, we looked for synergies with KARL.com, including the header, typography, bold photography and UI elements such as buttons.
Engaging storytelling.
We combined the story behind each collection with rich and engaging product discovery, including elements such as “shop the room”. Karl Lagerfeld’s memorable quotes, distributed across the website, remind us of his passion for design and strong influence on the pieces created by guest designer Matteo Nunziati.
Designed for conversion.
Whilst the launch collection is not yet available for online purchases, the goal of the MVP was to generate leads while introducing the new brand and collection. Customers and professionals can request information about individual products and book an appointment at the showroom or virtual.
Exclusive content for Professionals.
Professionals can easily find CAD files and technical data sheets throughout the website, on each product page, or in an exclusive area dedicated to the sector.
Read the case study at https://www.atlantti.co/work/karl-lagerfeld-maison or check the collection at karllagerfeldmaison.com
