WALTER KNOLL
THE FURNITURE BRAND OF MODERNITY
A leading luxury furniture brand 150-years in the making, Walter Knoll marries richness with lifestyle in timeless pieces for the home, office, and public spaces. And they were in need of a partner who could help translate the high level of quality and service for which they are known to the digital sphere. From a sleek brand concept to a state-of-the-art website, we created a user experience that would appeal to private buyers and industry professionals alike.
YEAR
2020 - 2022
2020 - 2022
INDUSTRY
Lifestyle
Lifestyle
SERVICES
Branding
Experience
APPROACH
After an extensive discovery phase, we deepened our findings in internal and expert workshops as well as a joint design sprint. The result was a new digital product strategy, which positioned Walter Knoll as the furniture brand of modernity. With this new-found clarity, we started to develop solutions for various user journeys. We then tested these with internal and external stakeholders through rapid prototyping – arriving at a functional yet sophisticated website concept.
SOLUTION
Working closely with the Walter Knoll team, we found a solution that combined a clean, intuitive design with a luxury brand experience. As part of this project, we also developed a completely new digital visual language for the client, ranging from a new font, iconography, and animations to colours and illustrations.
Based on a highly flexible CMS and several automated workflows, the new website offered a streamlined experience for Walter Knoll employees, retailers, professionals, and end customers.
A CONNECTED SYSTEM ARCHITECTURE
After reviewing all internal marketing and sales processes, we developed a completely new system architecture with the CMS at its core. Connected to Salesforce, social media platforms, and the product information system, this advanced set-up enabled real-time communication as well as real-time sharing of product information and the establishment of automated delivery processes, thereby minimising the manual effort for Walter Knoll employees.
A CONTEMPORARY NEW VISUAL LANGUAGE
By designing and developing a new digital visual identity, we positioned Walter Knoll as an innovative digital brand with both a long heritage and a modern vision. We also came up with a comprehensive visual design system that allows the client to easily create marketing assets for its different digital channels, while ensuring consistency across the board.
AN IMMERSIVE PRODUCT EXPERIENCE
With a focus on findability and relevance, we built a new product experience. The website perfectly translates Walter Knoll’s physical DNA of raw materials, high-quality workmanship, and excellent craftsmanship by using immersive product imagery and videos, as well as in-depth information about configurations and possible materials.
Thanks to the new website's easy-to-use navigation and detailed search and filter functions, professionals can now find the products they need for their next project faster. And consumers can easily find a dealer near them to experience the products in real life.
AN INSPIRATIONAL MAGAZINE FOR FURNITURE LOVERS
To showcase the products in an inspiring context, we added an editorial flair to the user experience: a new brand magazine to share relevant industry news, inspiring home stories, and interior design ideas. We also introduced an Instagram integration to the Walter Knoll product catalogue to complement curated content with user-generated images and videos.
A DESTINATION FOR INDUSTRY PROFESSIONALS
We created a dedicated section for industry professionals to make detailed product information, data, and downloads easily accessible. We also set up a dedicated project and reference page to showcase the impressive work Walter Knoll has completed over the decades.
We helped Walter Knoll establish themselves as a digital leader in the luxury furniture industry – boosting their overall traffic by nearly 25% within the first six months after the launch. The client also experienced an overall increase in user engagement: users visited over 80% more pages per session and spent on average 70% more time on the website in general.
