Information Technology Reference
In-Depth Information
Concept
The concept of The Watch Avenue is based on providing a complete and
immersive 360ยบ virtual experience (Figure 9.2). The website is built to
provide an optimal web experience that will ensure the erasure of the barri-
ers of the lack of human presence in the virtual world. The idea is to provide
a prestigious virtual location that congregates prestigious brands in a single
web destination with unique interactive features that replicate the elements of
luxury. Its core value emanates from its focus on a 3-D experience that emu-
lates the experiences in the real world. Its emphasis is on replicating physical
store elements combined with real human attributes to ensure that the person
visiting the website is so immersed in the online universe that he or she for-
gets that they are having a person-to-screen experience.
Figure 9.2
TheWatchAvenue:concept
Design and aesthetics
Unlike the multitude of luxury websites that abound in cyberspace, the web-
site's design and aesthetics refrain from the over-zealous application of multiple
interactive elements like flash, slide-shows and videos but, rather, focuses on
strong design concepts based on a 3-D format (Figure 9.3). The exterior of the
avenue opens up with an image of a square from where the website visitor is re-
directed to First Avenue and Second Avenue with a line-up of stores. The design
is such that each store's exterior and interior maintains the unique visual identity
of the brand. For example, the interior of the Hublot store is based on the brand's
signature black color and this complements the strong and masculine style,
layout and interior fittings and decorations. The Vacheron Constantin store on
the other hand features a design concept based on the brand's contemporary
style which is complemented by the oak wood color undertones of the interior
fittings and decorations. The exterior design of the avenue is, however, consist-
ent in its visual replication of an exclusive and prestigious location.
