Responses by Marta Lucia Bianco, experience director and cofounder, FPTP Studio.

Background: The purpose of the website was never simply to showcase a jewelry collection but to express the essence of Indigo Laboratory, a contemporary jewelry house that creates handcrafted pieces conceived as forms of personal expression.

This project began with a question we put to Chiara, the artisan behind Indigo: When do you feel most creative? She couldn’t answer in a single sentence. The answer came as sensations, five of them: the sea, the forest, the city of Berlin, dance and existing without asking permission. At that moment, we realized the project needed to go beyond just building a website and give shape to her creative universe. That insight became the foundation for a language that extends across imagery, content, sound and interaction, transforming the website into an experience that expresses Indigo’s personality before introducing its jewelry.

The website represents the first chapter of a broader creative and sensory ecosystem that will continue to evolve through new content, campaigns and projects. It is designed for those seeking a more meaningful relationship with what they choose to wear and those who see jewelry not simply as a luxury object but as a form of self-expression.

Design core: Rather than adding experiential elements to a website, we set out to create a single narrative through multiple disciplines. We conceived of the photography, typography, motion, sound and content as parts of the same system, each contributing to a shared creative vision.

The typography follows the same principle. We deliberately chose a typeface that moved away from the conventions of traditional luxury—one that feels more tactile, instinctive and contemporary to reflect Indigo’s personality.

Each chapter has its own atmosphere, accompanied by a dedicated soundtrack. Nothing exists purely for decoration: transitions, pauses and the rhythm of navigation are all designed to draw people deeper into the story, rather than simply moving them from one piece of content to the next.

Favorite details: The way sound the website uses sound. On most other websites, sound is dropped in as a background layer to create atmosphere. For Indigo’s, we intended from the very beginning to use sonic identity as an integral part of the narrative. We recorded original soundscapes and composed dedicated tracks for each chapter. Each composition accompanies and interprets one of the five stories.

Challenges: Building a system capable of telling the five facets of Indigo's personality without losing coherence. This challenge was there from the moment we defined the five stories: Rhythm, Pulse, Whisper, Resonance and Sub-Noise. Since each facet became a distinct story, the risk was that they’d end up feeling like five different projects rather than parts of a whole.

The same logic guided every design decision. Each story has its own atmosphere, but photography, light, sound direction, interactions and rhythm were all designed around shared principles. The music, for instance, shifts to interpret the character of each story, yet every track keeps the same electronic matrix; in the same way, the photographs hold a constant light and composition, letting the personality of the models define each chapter.

To ensure coherence, we tested each element continuously, watching how people reacted to the experience. It was a process of constant refinement; every detail was reworked until each story felt singular while still belonging to the same universe.

New lessons: This project reminded us that creativity grows when you give yourself the time to explore and experiment.

Indigo encouraged us to step beyond the boundaries of our own disciplines. Our roles remained the same, but our ideas began to flow freely across disciplines: a UI designer started thinking about sound, while a sound designer influenced the rhythm of the interactions. It was through this continuous exchange that the project became richer, without ever losing its original vision.

Technology: The website features a custom WebGL layer with dedicated GLSL shaders, powering real-time interactive effects and transitions such as a seamless transformation of the same image plane from the gallery to the fullscreen view.

The audio system, built on the Web Audio API, synchronizes audio tracks with the user’s navigation and automatically manages multiple audio sources to ensure uninterrupted playback.

We also paid particular attention to performance. The website is a statically generated application built with Nuxt, deployed through a CDN and served behind Cloudflare. A dedicated media pipeline automatically delivers images, videos and audio in the most efficient format for each browser and device.