Website development for a luxury furniture brand
Our web development agency has laid the foundations for a new digital presence by designing the website for Gianfranco Ferré Home, a luxury furniture brand. To reflect the style and distinctive aura of this iconic brand, we have developed a sophisticated website based on an immersive interface and large-format images.
The structure reflects the breadth of the collection, which covers the entire home: modular and linear sofas, armchairs, chaise longues and dormeuses, pouffes and benches, coffee tables, console tables, dining tables, chairs, day and night storage units, bookcases and beds. Added to these are home office furniture, lighting, mirrors and decorative items, which extend the range beyond traditional furnishings.
However, two sections set this project apart from a standard catalogue. The first is the interior design service, which shifts the focus from product sales to project support: this is what a brand of this calibre truly offers, and it deserves its own section rather than just a passing mention. The second is the ‘Stories’ section, dedicated to editorial content, which builds the cultural context from which the brand originates.
The website also features a high-end range presented separately and a ‘Highlights’ section showcasing the latest additions. The project is entirely in English, in keeping with an internationally recognised brand, and forms part of the ONIRO Group’s brand ecosystem.
When a brand already has its own aura
When working with an iconic luxury furniture brand, the nature of the work changes. The brand identity already exists and the public is familiar with it: the website does not need to build it, but must live up to it, translating it into a digital language without compromising it. This is a different responsibility from that of raising the profile of a little-known company.
The decision that made the biggest difference was to give the interior design service its own dedicated section. A brand of this calibre does not sell off-the-shelf furniture: it provides support for interior design projects. Relegating that service to a mere mention in the footer would have portrayed the company as a catalogue, which is exactly what it is not. We are based in Cantù, in the district where these collections are created.
NewVisibility was founded in 2013 by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name, and who now have more than 20 years of experience. Since then, we have worked with more than three hundred clients. We are a team on a human scale: you speak directly to the people working on your project, with no intermediaries, even after launch.
Read our manifesto
NewVisibility, a web development agency in the province of Como, which designed the brand's new digital presence and developed the website.
A complete offer for the home: sofas, armchairs, chaises longues, tables and chairs, storage units, bookcases and beds, extending to home office, lighting, mirrors and decorative items.
An approach in which large-format images guide navigation and interface elements are kept to a minimum, so that attention stays on the product and the atmosphere.
Because a brand of this calibre supports an interior design project; it does not sell off-the-shelf furniture. Relegating it to a mention would portray the company as a mere catalogue.
To build around the brand the cultural context it comes from. In luxury, storytelling is part of the perceived value, and the catalogue alone cannot convey it.
Because the brand is internationally recognised and addresses designers, dealers and end customers who work in that language.
Yes, it is one of our main areas. We are based in Cantù, in the furniture district, and we are registered on the Lombardy regional list of incubators and accelerators for fashion and design.