Itâ€™s online. www.maxmara.com is the address of the new Max Mara website, historical Made in Italy fashion brand, based in Reggio Emilia, and with over 2,000 stores worldwide.
The site has been realised by Experientia, in collaboration with the IT and Communication division of the Max Mara group. Experientia is a User Experience Design consultancy agency, whose international client roster includes Vodafone, Samsung, Nokia, Condé Nast, Ferrero, Microsoft and Kodak, and recently won a contract from the Finnish government to design an ecological urban district in Helsinki using human-centred design principles.
â€œThe website concept that we have desiged for Max Mara,â€ says Pierpaolo Perotto, Experientia CEO, â€œis inspired by offering the visitor the possibility to discover the richness of the brand through engaging and original navigation techniques. Experientiaâ€™s novel editorial approach has resulted in a site that showcases the entire universe of Max Mara, and offers people a high level of interaction with the content, for example, saving favourite looks in a private space, or sharing them with friends.â€
Perotto continues, â€œSome of the new, engaging features of the site include: the possibility to navigate the Max Mara collections through an interactive game that invites visitors to express their mood, and see related looks; a fashion blog where Max Mara insiders give people a behind-the-scenes look at fashion; a community with personalised services; video maker remixes of runways and backstage; travel diaries and advice on some of the worldâ€™s coolest places. Particular attention has been paid to the usability of the site, offering simple and intuitive navigation.â€
Experientia developed the concept, the architecture of the site, the navigation experience (interaction design) and the visual design (in collaboration with Caudio dellâ€™Olio, Art Director of the Max Mara Magazine).