The art direction process starting by understanding the Brand value, Vitra has many iconic pieces, though the stories behind are rarely being noticed. Designers deserve to be cherished, we wanted to repurpose the website direction by using story-telling as a main method to communicate the products. Using editorial layout and images to define the look and feel, reusable modules to reduce the complicity, combining interactive elements and rich media to achieve an immersive online experience.

Using the Vitra materials at its full potential, we choose to use their editorial videos on the landing page to increase the product categories' visibility, to be able to understand the product tonality with a glance, it’s emotional and engaging. We defined each category with its brand colors, they are going to be used as signature colors in each section.

The configuration animation is inspired by the Vitra retail store display, replicating the iconic Vitra chair mechanism, the interaction making the configuration process much more intuitive and sophisticated.