Responses by Manon Bin, art director, and Antoine Ughetto, chief technical officer and cofounder, makemepulse.

Background: The starting point for the project was a simple but radical shift: What happens when an e-commerce experience is no longer built around pages,but around intention? For fashion house Brunello Cucinelli, our ambition was to create a digital environment that feels less like a retail interface and more like an encounter—something fluid, attentive and deeply aligned with the brand’s humanistic philosophy. The audience is not only people who know exactly what they are looking for but also those who arrive in a more instinctive, emotional or curious state. We designed the experience to welcome both.

Design core: One of the core ideas was to prioritize inspiration over navigation. Rather than guiding users through a traditional structure of menus, categories and page types, we imagined a more immersive flow, closer to an editorial rhythm. The mobile-first site unfolds through a full-screen, scroll-based experience with subtle snapping between modules. There is something almost social in that movement but reinterpreted through a more curated lens. Our goal was to re-create a boutique experience focused on slow, deliberate discovery rather than speed.

Visually, we wanted the interface to feel completely native to Brunello Cucinelli’s universe while still opening it into something new. We worked with a soft, desaturated palette; generous negative space; strong imagery; and a sense of visual calm. Interface elements were treated almost like atmosphere; blur, translucency and frosted-glass effects enabled components to sit inside the environment rather than on top of it. We were very attentive to making the technology recede. The AI is central to the experience but remains almost invisible, allowing the human presence of the brand to stay in the foreground.

Favorite details: One of the elements we are most proud of is the widget system. Widgets are common in native environments but still relatively underused on the web. Here, they became part of the design language itself. They appear contextually, enrich the experience without interrupting it and disappear again as the journey continues. That helped us move away from the logic of pages and overlays and toward something more fluid, adaptive and continuous. More broadly, we are proud of the restraint of the whole experience, the fact that such an advanced technological system was expressed in such a quiet, minimal and human way.

Challenges: The shift in mindset required by the project. We are used to designing screens, flows and structures, but here, the question was no longer “Where is the user?” but “What does the user need now?” Designing for that level of flexibility while keeping the experience intentional, elegant and unmistakably on-brand was the real challenge. We had to imagine a system that could continuously adapt in real time yet always feel composed rather than generated. The tension between variability and authorship became one of the most interesting parts of the project.

Navigation structure: We conceived of the navigation as less of a map and more of a flow. Very early on, we made the decision to prioritize immersion over conventional browsing. Users are invited into the world of the brand before being asked to navigate it in a traditional sense. Instead of moving across static pages, they move through a sequence of moments that adapts according to their signals and intent. The full-screen structure, the subtle snapping on scroll and the contextual appearance of widgets all contribute to that feeling of continuity. The ambition was to create a rhythm of discovery—something more intuitive, more emotional and closer to the feeling of being guided than of searching.

Technology: The experience is powered by Solomei AI’s Callimacus platform, which enabled us to step away from the idea of a website as a fixed collection of pages. Instead, the interface is composed in real time. The structure is not something rigid or predefined; it is something that emerges.

Rather than guiding people through predetermined paths, the system reads a range of signals—what users express, what they engage with and how they move through the experience—and responds by reshaping the environment accordingly. Content, editorial moments and product suggestions are assembled dynamically, so the journey feels less like navigation in the traditional sense and more like a responsive dialogue.
This is also what made the widget logic possible. Information appears only when it is meaningful in context; then, it gently recedes back into the flow even as it adapts in real time.

More broadly, what we find most interesting in the technology is not its visibility but its discretion. Our ambition was never to stage the system for its own sake but to use it to support a more attentive, adaptive and human-centered environment. We’re excited to see where this technology and way of designing will take us next.