Responses by Dominique Picone, creative director, Julia Michel Roubaud, brand strategist and le truc, audiovisual production

Background: Showcasing the new Kalpa collection, the goal of this microsite is to illustrate the creative approach of master watchmaker and Parmigiani Fleurier founder Michel Parmigiani. With help from makemepulse, our goal is to bring users into the unique experience of watchmaking. The site is linked to an app, which includes an augmented reality feature that gives users an enjoyable insight into the mechanisms, designs and creative approaches behind the watches. The website is the hub of the whole concept, and is also where fans can learn everything about the new Kalpa watch product line.

Highlights: We incorporated a minimalist art direction for the site. The watch had to remain the main element, so we chose a light background to highlight it. At the bottom of the screen, the letters of the collection’s name react to different mouse cursor movements in a game of shadows.

Navigational structure: Users can guide themselves through the construction of the watches on the site by scrolling. The navigation is done through a loop; we start with the presentation of the four models, we choose one, and then we browse through all of its features and presentations, only to come back to the beginning again.

Technological features: Javascript, a bit of PUG for HTML and Stylus for CSS.