Responses by Christian Lowell, art director; and Roger Pujol, technology director, B-Reel.
Background: Each year, the LVMH Prize from luxury goods company LVMH rewards selected young fashion designers for their talent and outstanding creativity. Thanks to the mentorship and endowment enjoyed by the winners, the LVMH Prize helps generate new groundbreaking designers and clears a path for future generations. However, in the midst of a global pandemic and with gatherings being limited, the awards show needed to make sure that the event could still happen.
To bring the prize to life online, we worked with LVMH to launch a web experience that functioned as both a digital showroom and a voting platform. As you browse the website, you discover designers, their biographies and their collections, and you can hear them talk about their brands and aspirations, retaining the social aspect that would have otherwise been lost.
Design core: The design consisted of a minimalist, drawn-back visual aesthetic centered around an omnidirectional navigation that permitted users to view the pieces in an open, fully immersive, physical-digital showroom. We also made use of 360-degree PNG sequencing that gives users full control of the models in their own environment, permitting more detailed looks at the designs and their nuances.
Challenges: The content itself had to be fully adaptable due to current COVID restrictions, meaning that we had to plan for the site to be versatile enough to be used at multiple phases of the Prize’s existence. We employed a mixture of video sequences all shot within the same space with models in multiple positions, enabling us to make multiple edits of the same video—as we filtered from one stage of voting to another. This permitted us to update the site with multiple cuts from a single piece of hero content, ending in a final product that could purpose itself in multiple iterations.
Technology: We wanted to keep the site simple, performant and easy to iterate. For this reason, we created a single-page application (SPA) using React. This gave us the flexibility we needed for the fast-paced timeline of the project. Due to the huge amount of assets, the team created custom scripts to handle all the transformations and optimizations required to be able to easily update the content while making sure the files were optimized for web.
Special technical features: To make sure we complied with LVMH security requirements while being agile enough to iterate on the project, we opted to host the site on an external CDN and load the experience into the LVMH site through an iFrame. This approach gave us several advantages, like being able to use a CDN to host the full SPA, optimizing loading speeds and cost while removing any complexities in terms of managing the traffic, and reducing any support needed from LVMH’s IT team.