Responses by Grégory Lalle, creative developer; Thomas Monavon, designer; and THE MUZES, marketing agency.

Background: For the launch of its new collection, Quechua, an apparel brand by Decathlon, wanted to create an original lookbook experience for its new spring/summer collection. More importantly, our goal was to build an engaging experience to promote the brand’s latest products across more than a dozen countries, including China, India and Japan, as well as various parts of Europe.

Design core: The project’s core features revolve around the detailed presentation of each product and an intuitive navigation experience. Each item in the collection needed a clear, comprehensive showcase of its features and variations. To achieve this, we designed a clean layout enhanced with subtle animations, offering a smooth scrollytelling experience that brings each product’s story to life.

On the navigation side, it was essential to make the entire range easy to browse at a glance. We developed a smart navigation system that lets users explore the collection effortlessly. To enhance this even further, we introduced an innovative anchor-based navigation, enabling seamless transitions between products through a unique and engaging animation system.

Challenges: The most complex aspects were promoting the products in an accessible way while ensuring a creative experience and staying true to Decathlon’s brand guidelines. Another challenge was showcasing multiple distinct products without creating an overly long scroll. To address this, we used smart animations between sections to minimize any frustration that could come from a scroll-only experience.

Navigation structure: The navigation we created for this project is quite unusual for a lookbook experience. Beyond aiming to be original, we needed a navigation system that enabled users to quickly identify and access the different products in the collection. Thanks to this anchor-based system, we were able to design a full scrollytelling experience that is both accessible and engaging.

Mobile was also a key focus: we aimed for a smooth experience on mobile devices while preserving as many animations as possible and adding mobile-friendly gestures, such as a bottom navigation menu for quick and easy access.

Technology: The site was built using WordPress as the CMS with a custom theme, powered by piecesjs for the front end. We used GSAP for animations and Lenis by Darkroom Engineering for smooth scroll.