Responses by Adam Sajkowski and Lukas Liefsoens, designers, Base Design
Background: Omexco is a Belgian fine wall coverings brand founded in 1976. With clients such as Louis Vuitton and collaborations with Maison Margiela, our goal was to anchor this heritage brand firmly into the luxury age. To help Omexco achieve this, we refreshed its brand image, and created a unique and tactile digital experience.
Reasoning: Since the products are tactile, we wanted to make sure this was highlighted in the digital experience. Because Omexco has such high quality products and clients, it is basically a luxury brand but wasn’t behaving like one. So, we helped Omexco transition to a luxury brand.
Challenges: Showcasing the details of the wall coverings and their tactility on a digital platform. The challenge with the identity was giving a contemporary feeling to the brand while trying not to step away from Omexco’s history and traditions—making it evolve without completely re-inventing it.
Favorite details: The 3-D tool for the wall coverings that we developed. It was challenging, but a real added value to the company and the website. It was also a huge added value for the sales people who can go around with their iPads showcasing this. In terms of design, we liked the way we used the oversized peacock. It helped create this balance between the contemporary and traditional for the brand’s image.
Specific demands: We went out of our way to speak with the brand’s clients to understand their needs. These clients, who are mostly interior designers, were adamant on the fact that they almost always work exclusively with samples, which is why we made order sampling free and easy to do via the website. It’s also why the 3-D experience is such a plus. There was also a demand to be more inspirational for the end consumers. They were a big target group, as we wanted people who aren’t necessarily working with wallpapers to be inspired to use these products. It was challenging to find the right storytelling to address them!
Anything new: For some of our digital team members, it was the first time they were working with so many transitions and animations for a website. Learning how to make quick prototypes and exploring how to make these was interesting for everyone!