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

Name	Company	Position
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)