11.14.08
webpick of the week
Food/Drink, Branding
Patrón’s Web presence places visitors in the center of a party where Patrón is, quite literally, fueling the conversation.
The site is “pageless,” with a lot to explore and a deep, non-linear interface that, as it’s interacted with, transforms into a personalized, dynamic experience of user-mixed sound and playfully reactive conversation bubbles that link to content.
The concept behind the navigation is that Patrón Spirits is a vibrant, thriving, living brand. While a top nav bar unifies all the properties that relate to the brand, the interactive navigation allows users direct access into content areas and reacts dynamically, tracking users explorations and inspiring them to play with the media and click through the relational content, without losing a sense of where they are on the site.
• By moving the mouse, and exploring the page, users trigger and mix audio files.
• No matter the site location, visitors are served whatever content directly relates to the subject they're viewing. (When checking out Patrón Silver, all content that appears around the bottle relates to it.)
• Visitors can move and toss around various pieces of content, but things always gravitate back to the bottles—the result of a physics simulation model running on the backend.
• The site took six months to complete.
www.gershoni.com