Title | COLMAR A.G.E. |
Brand | COLMAR |
Product/Service | CAPSULE COLLECTION |
Category |
B01. Mobile Websites |
Entrant
|
ALKEMY Milan, ITALY
|
Idea Creation
|
ALKEMY Milan, ITALY
|
Production
|
ALKEMY Milan, ITALY
|
Credits
Nicola Gotti |
Alkemy digital_enabler |
Creative Director |
Fabio Montalbetti |
Alkemy digital_enabler |
Crative Supervisor |
Mattia Rinaudo |
Alkemy digital_enabler |
Designer |
Alessandro Rigobello |
Alkemy digital_enabler |
Developer |
Stella Succi |
Alkemy digital_enabler |
Content Specialist |
Alessandra Castellazzi |
Alkemy digital_enabler |
Content Specialist |
Valentina Gorla |
Alkemy digital_enabler |
Account Supervisor |
Arianna Cazzaniga |
Alkemy digital_enabler |
Account Manager |
Vincenzo Romeo |
Alkemy digital_enabler |
Senior Project Manager |
Background
• Situation
Colmar, an Italian historic fashion brand within the ski and mountain lifestyle world, has created a super contemporary department dedicated to product innovation and experimentation: Colmar A.G.E.
• Brief
Create a website, a landing page for the digital PR campaign, able to reflect the idea on which A.G.E. was founded: a laboratory of experimentation where heritage and innovation meet.
• Objectives
To communicate the launch of the project that Colmar set up A.G.E. Advanced Garment Exploration. The R&D location where stylists and designers are called to innovate the brand’s DNA taking from the brand’s archives.
Describe the creative idea
• Brand relevance
The website age.colmar.it links heritage and futuristic elements making the digital do what a digital channel can’t by definition do: be analogic. The project is relevant for Colmar because it helps the brand communicate the concept of the collection through the feel of real materials.
• Target audience (consumer demographic/individuals/organisations)
The target is transversal to all ages, yet strictly linked to the fashion sector: fashion addicted, music stars, stylists, actors and influencers.
Describe the strategy
The website is where the generated traffic conveys.
The campaign of the collection was planned on the most relevant fashion magazines.
Describe the execution
The website is handmade with the different pieces of the Colmar A.G.E. atelier.
The video of the collection, shot in 16mm, has become the homepage's hero content.
The stylist’s notes on his biography have become real handmade revisions, to be seen in the “Curator” section. The shots of the collection, realized on a 120mm film, have been scanned in order to become the visual for the presentation of the collection.
The pictures of Colmar’s historic archive have become the storytelling of the A.G.E. project.
We have recreated the Colmar A.G.E. atelier online, merging heritage (the laboratory material) and futuristic elements (digital interactions).
List the results
• Engagement
The brand has changed the perception of the target within fashion sector.
Users can concretely live the taste of a real atelier of fashion experimentation.
• Reach/cultural impact
The website reached over 25K unique visitors in less than a month
The website has gained many international awards:
CSS Design Award - Website of the day
FWA of the day
Awwwards honorable mention (evaluation phase per SOTD)
Mobile Excellence - Riconoscimento Google
Site of the day - Digital Design Award (evaluation phase)