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Responses by Rémi Clauss.

Background: The website for concrete furniture and lifestyle brand Lyon Béton aims to attract a population interested in product design and beautiful objects, although not necessarily comfortable with innovative sites. It serves as a platform to showcase Lyon Béton’s products. It was not designed as part of a broader promotional campaign but plays a central role in highlighting the products and creating an immersive experience for visitors.

Design core: The site’s main features lie in its brutalist aspect, which harmonizes with the furniture and objects offered by the brand. We are particularly proud of this symbiosis between the site design and the products. The design element we are most proud of is the floating navigation, which perfectly adheres to the twelve-column grid we used. Our inspirations, such as Bauhaus and constructivism—as well as our passion for architecture—guided the entire design process.

When we started designing the interface, we initiated a passionate discussion with Joanny Provent, global art director and founder of the Lyon Béton brand. We envisioned the floating navigation as a centerpiece of the user experience, and we spent hours refining its functionality to seamlessly guide visitors throughout their journey on the site.

Favorite details: The integration of gestures and animations was a crucial aspect of our design approach. We firmly adhered to the philosophy that a dynamic, interactive website is essential to create an immersive, memorable experience for users. For us, it was essential to transcend the limitations of a static site and bring every interaction to life. We paid special attention to each gesture, from simple mouse hover to complex interactions.

Each animation was meticulously designed to add an additional dimension to the user experience while maintaining optimal fluidity and responsiveness. This approach let us transform each page of the site into a visual experience, where every user action is met with a smooth, engaging response. We wanted to create a website that exceeded user expectations and invited them to explore and interact with Lyon Béton’s products in an intuitive, captivating manner.

Challenges: Finding the balance between innovation and user friendliness. Designing an effective e-commerce site involves maintaining an intuitive interface while offering an innovative experience, a true exercise in balancing form and function. The design process lasted over a year filled with passionate debates, resulting in more than 50 versions of the site. Development proceeded relatively quickly. We encountered difficulties in staying true to our vision while meeting the practical needs of e-commerce.

Navigation: The design philosophy, shared by both Joanny and myself, is based on the idea of “the stroll.” We were inspired by this vision to create a navigation experience that invites users to stroll through the site, discover new products and be surprised at every turn. We designed the navigation to evoke this sensation , where each click is a new discovery, each page a new step in a journey of inspiration. We integrated subtle visual elements, such as guidelines suggesting paths to follow or layouts that invite exploration, to create a seamless, intuitive navigation experience. The goal was to create a website that goes beyond a simple commercial transaction but creates an emotional connection with users, encouraging them to explore and engage with the Lyon Béton brand in a personal and meaningful way.

Technology: The site uses WordPress as a CMS, but the theme was entirely developed from scratch to meet the specific needs of the project. Every element, from the overall design to individual functionalities, was meticulously designed and implemented to ensure an optimal user experience. We integrated a set of custom libraries, including SVG morphing techniques that I developed myself. These libraries were essential for creating smooth animations and dynamic interactions that enrich the user experience without compromising the site’s performance. The choice to develop a theme from scratch gave us complete control over every aspect of the site, enabling us to translate our creative vision into digital reality with precision and coherence.

lyon-beton.com

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