The site I'm focusing on today is the one mentioned in the title - the collaboration between Samsung and Giorgio Armani, in the form of a phone.
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However, this is a fashion themed product, and with the criteria of Armani to boot, it is evidently clear that the site seeks to look highly fashionable, well designed and good to look at, in a sophisticated, classy manner. There are swirls and curves in the background, as opposed to refined geometric shapes which would be used for a clinical, straight cut look. It is clear that the years of expertise that Armani have garnered has not been overlooked here. They know their brand identity and they know how to craft it.
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It is all very chic and sophisticated with beiges, blacks and cream colours. Before you are even presented with the main design of the site, you hear a piano and violins playing music, this being an even greater signifier of the ethos to expect. The option to turn it off was available, but the audio was in keeping with the site and didn't jarr too soon, so I left it on.
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The navigation of the site takes place within a central bar providing the links. I've never seen a setup like this before, and it is a welcome change. It seems more natural to place it here, as you aren't needing to look all around for the links, they are just smack bang in the middle. They are all sectioned in an appropriate manner, relevant, and on clicking one of the links, the screen has a wipe effect which horizontally fill the page and leaves just a thin horizontal line, this forming the loading bar. These motion graphics are very pleasing to the eye.
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On finishing loading, the page then sophisticatively wipes out to reveal the chosen section. The nav bar moves a little further down the page, but again, is still easily locatable, more so than other layouts, I think. It makes sense in that, on a web page, once you read the information you tend to be looking at the bottom of the screen, and so having the navigation here is more logical.
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Once you reach the section, again, it all very much is in fitting with the branding of the product: elegant, classy. You are provided with a few more mini links accompanied with photos, to show what you can expect from following that route. Alternatively, at the very sides of the screen, are arrows, which can take you through one by one, to the next page of the section.
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When considering the branding aspect, this site is very very clear. It has a real professionalism to it - the site is dealing with a major fashion brand Armani and so it has to be.
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Even the minor touches and effects aren't independent, they too build the bigger picture. For instance, the downloads section lets you download a wallpaper. When choosing one of the pictures to enlarge it, the others too are emphasised, by resizing; the line of images gradually growing, leading up to your chosen image being the largest. The process of this is all very smooth, and again, reinforces the sophistication and elegance of the site.
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In terms of interaction, there is as mentioned above, with the little effects that just make it all the more immersive. Furthermore, there is a 360' 3D viewer, so you can scroll around and see the product in it's totality. The general clicking and following around the site is interaction, but the expected for a website.
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Overall, I think this site pretty much has nailed branding being reflected in the site. One might quibble that it takes a little longer than would be liked to get to the information, what with it being quite minimal, and making way for the graphical design. Yet, still, it has set a high standard for me now, when looking at sites in the future for analysis.
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