ABOUT

For their new season's collection in 2013/2014 luxury sportswear brand Toni Sailer approached Arrabiata Solutions, to redesign their online appearance.
My vision for the new website was to recreate a digital showroom, that's not lacking any of the exclusive feel an actual showroom would have. By always focussing on the products and keeping the whole design very visual – only offering very discrete description texts and elegant navigation elements through hover effects and overlays – I could mimic the same experience a customer would receive in an exclusive showroom. Help and advice is always there when needed but never in the way.
All products are shown in relation to another in a long, scrollable overview page. The purpose behind this was to make it easy for the user to intuitively browse the whole collection as they would browse the racks in the showroom. The use of parallax scrolling supported that impression visually.
To make sure the premium quality of Toni Sailer products was visible and tangible, the design is very generous with space, grants every product a full screen image in the detail page and also offers amazing zoom options to appreciate the high-class materials and details of the apparel. To ensure that the product photography would be in the quality and style I needed for this concept, I provided the client with a detailed brief for their photo shoot.

The website is still in use the way I have designed it more than 2 years ago and is updated every year with the new collection.