A remarkable online experience for an iconic brand.
Project.
Website strategy, design & development.
Client.
Karl Lagerfeld
Year.
2023
The challenge.
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.
Strategic design.
User journey mapping
Benchmarking
Information architecture & taxonomy
Conceptual mock-ups & content strategy
Product design & development.
UI design
Web development
E-commerce integration (Shopify)
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.
What they say about us.
“Atlanttico demonstrated unparalleled professionalism, expertise and commitment, consistently adhering to the project plan and providing valuable insights and advice.
Their team didn’t just execute our vision; they elevated it. They offered important suggestions to showcase KARL LAGERFELD MAISON’s launch collection, resulting in a user-friendly, on-brand and engaging website that exceeded our expectations.
The design process with Atlanttico felt like a true collaboration. I wholeheartedly recommend them to anyone seeking top-tier UX and product design services.”
Anna Masello
KARL LAGERFELD MAISON
Final note.
The KARL LAGERFELD MAISON website MVP was launched together with the brand's global debut at the Milan Design Week. Atlanttico will continue working with KARL LAGERFELD MAISON to enrich their online customer experience and widen the product offering.
Check the collection at karllagerfeldmaison.com
