Responses by Studio Airport.
Background: Slow assembles a community of designers, farmers, writers, artists, artisans and architects whose work engages with slowness toward a resetting of values in hospitality and beyond. The website presents the brand with all of its features: Places, People, Projects and Journal, which houses stories that capture Slow’s philosophy.
Design core: We tried to keep the overall aesthetic as minimal as possible without sacrificing character. This shows up best in the detail pages of the places, which contain interactive maps and strong visuals. Also, when users enter the interactive stories—like the Encyclopedia of the Farm—they find themselves in a rich media experience with a minimal design approach.
Favorite details: To us, the magic happens when different disciplines of our craft come together. One example of this is the overview page of the Encyclopedia page with the different crops. This is a detail we conceptualized during the film shoots.
Challenges: To make sure the user still gets what the Slow brand is all about. With so many projects and stories, it’s easy to lose track of the core.
Navigation structure: We wanted to create a very minimal top bar, and therefore, we ended up with the black dot on the top-left corner. By not having anything next to it, this should be clear to the user to click on. Once inside the menu, we took our time to make sure each item was accompanied with one strong image. Also, we used consistent paragraph styles for the navigation in contrast to the more rich storytelling typography elsewhere on the site.