Dior The Maison Dior
Problem
How do you translate the immortal dream of 30 Avenue Montaigne into a digital interface? For Dior’s new website, the challenge was to take the Maison’s heritage and make it tangible, bringing the magic of couture directly to the user’s fingertips.
Background
In the early-to mid-2010s, luxury brands were still highly skeptical of the internet, they feared that being online would ruin their exclusivity. AKQA’s early work for Dior was crucial in proving that digital could actually enhance luxury.
Ambition
To unify the entire Dior universe into a single global flagship. For the first time, the house’s two main pillars, fashion and beauty, share a common digital ground, bridging different technical architectures, business models and audiences.
IDEA Parisian elegance, made tangible
The frame becomes the masterpiece itself. Inside The Maison Dior, discretion reigns; the invisible becomes visible, yielding the spotlight to what is truly mesmerising: collections and creations.
Sculpting a digital brand temple, one detail at a time.
Role
Bespoke typeface design
Designed a bespoke serif typeface as a way to pay homage to the editorial roots of the brand and gracefully elevate its presence in the digital sphere.
Website concept and design
Recreating the iconic 30 Montaigne: Wander & Wonder evokes the flagship’s unique atmosphere through vibrant colours, rich visuals and evolving background tints.
Design system
Developed a glassmorphic design system to capture the same sense of depth found in Dior’s signature lines.
Motion
Used motion to orchestrate each element harmoniously, guiding the user’s attention from one focal point to the next.
Result
Conceived and delivered in under 11 months, the platform has been adopted across over 45 markets, generating immediate increases in both user engagement and business conversion from day one.
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