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AREA 17

AREA 17

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AREA 17
Index

Balenciaga

Uncompromising creativity

One of the most visionary luxury fashion houses, Balenciaga is celebrated for its revolutionary silhouettes, high-profile admirers, and unique ability to reincarnate according to the times.

True to its forward-looking spirit, Balenciaga has become one of the most popular luxury brands among Millennials and Gen Z. They approached AREA 17 with a vision to elevate their e-commerce platform to drive loyalty and grow online direct-to-consumer sales.

Simple but daring, the new site strikes a balance between a high-performing, modern-luxury e-commerce experience and a distinctive embodiment of the Balenciaga brand.

balenciaga.com

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Bal 02 Mobile
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Bal 02a Plp Desktop2x Jpg Bal 02b Plp Desktop2x Jpg Bal 02c Plp Desktop2x Jpg Bal 02d Plp Desktop2x Jpg

With a devoted digital customer base, our priority was to improve all elements of Balenciaga’s e-commerce UX while also crafting a singular brand experience. 

Our design facilitates product discovery and streamlines the browsing and check-out processes. With more consumers shopping on their phones, we fine-tuned both desktop and mobile navigation patterns, shortcuts and product lines, and introduced an improved product filtering system to accommodate a range of user habits.

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Bal Check Out 01 Bal Check Out 02 Bal Check Out 03 Bal Check Out 04
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Bal Mood 09a
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Bal Bb Type 11 Bal Bb Type 01 Bal Bb Type 10 Bal Bb Type 09 Bal Bb Type 08 Bal Bb Type 07 Bal Bb Type 06 Bal Bb Type 05 Bal Bb Type 04 Bal Bb Type 03 Bal Bb Type 02
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In its early days, Balenciaga revolutionized the women's wear silhouette, and more recently, the brand fused high-end sportswear with couture. To celebrate this innovative legacy, we wanted our creative approach to embody a trailblazing, avant-garde brand spirit, while maintaining a high level of usability. 

The uncluttered, minimal, almost brutalist interface provides the ideal canvas for the brand's exceptional, often exuberant creations. Simple yet bold, the design emphasizes innovative merchandising and promotes the brand's forward-thinking, inclusive and activist qualities.

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Bal Nav 01 Bal Nav 02 Bal Nav 03
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Bal 12a Collection

To honor the range of Balenciaga’s palette — from playful streetwear to proto-couture runway looks to digital fashion drops for Fortnite — we implemented a modular design approach that can support seasonal collections, brand collaborations, and Balenciaga’s mixed-media merchandising approach.

The deep integration of our design system with the e-commerce solution SFCC provides a sustainable framework that ensures business performance and brand consistency.

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Bal 10a Mobile Components