Responses by Lucas Davison, founder and managing director, DHNN Creative Agency.
Background: The site is the first teaser for the upcoming premium food court in Doral, Florida, part of the Miami metropolitan area. Now in development, the food court is part of a bigger real estate development, including residential homes, offices, retail stores and (of course) the Shoma Bazaar experience. DHNN was in charge of the whole aesthetics for the digital communications, along with the design and coding for the current and upcoming websites for Shoma Bazaar.
Design core: Along with two designers at DHNN, Luciana Semowoniuk and Natalia Caccheiro—and me as art director—we had in mind the premise of bold typographic combinations with accent on the color contrast to revamp the key aspects of the branding itself. The style is clean, minimalistic and sophisticated yet approachable and modern, reflecting the key attributes of the target audience. The main approach was to nail a premium high-end look but reachable to a wide public.
Challenges: Nailing the aesthetic of the target audience. While the time frame to deliver was quite short, we delivered in a great way. With a little extra time, we might be able to develop some extra interactions given that the client was open to our design and interaction suggestions.
Navigation structure: The navigation was planned to be as easy as possible but with the idea to communicate everything Shoma Bazaar has to offer at a glance, with a breathable layout, lots of space, contrast in color, sizes and shapes. We tried to create an intimate relation between the coziness and sophistication the venue will offer, and the ease of navigation for the user to find all the information indeed.