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the website. Is it based on a virtual dream land? A 3-D discovery world?
A clipboard? A moving screen? A classic presentation? Horizontal naviga-
tion? It is important to understand not only the concept of the website, but
also the link between the website, the brand identity and the potential online
luxemosphere. Several luxury brands have adopted the classic website con-
cept featuring the clean-cut but typical static and, in some cases, 2-D design
concept with the basic idea of making a “presentation” rather than provid-
ing an experience. Some of the brands have added interactivity to this classic
concept through images, videos and sound although the majority of luxury
websites remain similar in concept. While classic website concepts are not
a crime, it is time for luxury brands to rethink this approach and apply inno-
vation in website design, as the classic website design concept is outdated
and is now a given. With the advancement of digital technology applications,
client expectations with regards to exceptional online experiences are on a
constant rise and luxury websites are no exception.
A few luxury brands have however taken bold strides in creating
website design concepts in a form that is more elevated than the classic pres-
entation style that calls to mind Microsoft's PowerPoint. One such website
is The Watch Avenue (www.thewatchavenue.com) (see Figure 4.16), ini-
tiated by the Fondation de l'Haute Horlogerie, the uniting body of luxury
watch makers including Tag Heueur, Raymond Weil, Vacheron Constantin,
Piaget, Audemars Piguet, Tissot, Longines, Hublot and so on. The website
has been designed and developed as a real avenue with a line-up of luxury
watch stores, complete with doors that swing open, window displays, trees
and chirping birds. Its horizontal navigation enables the user to “stroll” down
the avenue while taking in the environment or stopping at the news stand
to pick up a magazine. There is also a human guide who will not hesitate
to follow the user and provide directions and commentary. Upon entering
any of the stores, the website visitor will be able to walk around the store
and view product selections, watch the in-store television, converse with the
sales ambassadors, enrol in the private club, obtain catalogues and interact
with the brand in many more ways. All these are made possible through the
3-D application on which the website has been built. It provides a complete
360º experience and an elevated interaction with the brand. Another exam-
ple is Cartier, which applies the brand's unique color codes in a horizontal
movement format to give the impression of being in a rotating theatre of dis-
coveries, through its website, Love.cartier.com, built to celebrate its Love
collection. The website breaks from the traditional standard and square
design concepts rampant in the luxury terrain.
Other luxury brands have taken the initiative to adopt design concepts that
are out of the ordinary and in line with their brand personalities. One nota-
ble example is Viktor & Rolf, whose website's design concept is based on
the brand's “maison”, literally (Figure 4.17). The website is built as a house
whose home page opens to the design duo descending the main stairway
