Flowen
A lab-like online shop for a luxury accessories brand.
Fashion · 2018 · Website, Brand
fl-o-wen.com ↗
Flowen
A lab-like online shop for a luxury accessories brand.
Fashion · 2018 · Website, Brand
fl-o-wen.com ↗The brand
Otherworldly pieces, an otherworldly shop.
Flowen is a luxury fashion and accessories brand based in Los Angeles and Miami. Its jewellery is imagined from the combination of nature and art, reaching unforeseen levels of sophistication.
Products like that asked for an online shop of the same kind, and we built it working closely with the brand's team.
The challenge
Twenty-four variants for every product.
The variants outgrew the products themselves, 24 to 1. The main question was how to bring that to life without showing the same products again and again with small variations.
The client asked for that process to be visual: choosing should feel like composing a piece, not like scrolling a catalogue.
The approach
Make your own product.
The team came up with a "make your product" version of online shopping: each product is presented with all its variants, and the shopper selects which ones go into the final piece.
The platform evolves with each interaction, with animations that keep the selection engaging and guide the shopper through it.
Visual system
Drawn on the golden ratio.
Obsessed with PHI and the golden ratio, we drew the rest of the shop's screens respecting that proportion — from the position of the logo to the on-screen elements that work with the header fixed at the top of the page.
For the collections, a grid of thirds on desktop puts the products first while keeping the Flowen aesthetic.
Motion
Animation that completes the mood.
With a clear aesthetic in place, the animations completed the experimental mood the brand is built on, using the same golden-ratio divisions in the menu, the main slideshows and the side cart.
They were redesigned for mobile so the animations make full use of the vertical screen a phone offers.
