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Figure 9.13 Viktor & Rolf (viktorandrolf.com)
a lifetime and, in the process, set a standard in luxury online. The applause
it has received for this move has simply been as a result of utilizing the
immense potential of the Internet and demonstrating an understanding of
the state of mind of luxury consumers who have also been substantially
influenced by the digital revolution.
Viktor & Rolf brought the same unconventional approach to the recently
re-launched website. The brand decided to take the bold step of doing things
differently online by going against every luxury website design conventional
wisdom - in other words, refraining from copying competitors' websites.
The result is the creation of a website that envelopes visitors in a completely
unified universe of Viktor & Rolf. The website is a journey of not only vis-
ual inspiration, but also one of sensory stimulation and an exceptional online
experience.
Concept
The Viktor & Rolf website is created on the concept of a real “ maison ”,
into which every guest who decides to come by is welcome (Figure 9.14).
This concept means that the website is developed entirely in 3-D format
to emphasize the impact of the kind of immersive environment that can
only be found in real houses. The website emphasizes that the highest form
of satisfaction that can be obtained from a luxury brand is a pleasurable
experience and this underlies the integration of each of its elements. The
result is that of creating a unique feeling of being in a special space, a home
where we are not alone but accompanied by the people that make the home
alive - Viktor & Rolf.
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