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LemaireDigital flagship

Problem

In a period of rapid expansion, how could LEMAIRE redesign its e-commerce platform to better represent its brand identity, balancing commercial objectives and editorial storytelling with intuitive functionality?

Background

LEMAIRE teamed up with us to redesign its flagship digital boutique, supporting the brand’s continued acceleration while staying true to its minimalist and timeless identity.

Ambition

To create a digital flagship inspired by the atmosphere of LEMAIRE’s physical boutiques around the world, translating the brand’s design philosophy into a refined digital environment.

IDEAHolistic by design

Guided by our concept Holistic by Design, we turned colour, material, shape and layering into interfaces. Products anchor the experience; editorial and service give it depth. Each module is built to reveal, not just sell, transforming commerce into study, discovery into love and the site into a place worth returning to.

Rooted in simplicity, refined by versatility.

Role

01

Design concept

Established Holistic by Design as the creative foundation, translating LEMAIRE’s design philosophy into a system where every element earns its place.

Design templates
02

Design templates

Designed all pages of the new lemaire.fr using Holistic by Design as the north star. Every template carried the same considered quality as the Maison itself.

Design system
03

Design system

Built a modern, extensible design system for LEMAIRE, giving the team a solid foundation built to evolve.

Module library
04

Module library

Created a comprehensive module library, giving LEMAIRE’s internal design team the tools to own the future of their digital experience.

05

Contribution guidelines

Captured the Holistic by Design ethos in a guidelines document. A metaphorical pattern book of design principles, applied consistently by every team contributing to the site.

Result

The platform achieved a significant surge in online sales and a marked increase in conversion rates, while successfully reducing return rates. Our intention to create an experience that deepened understanding before purchase, converted.

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