Rinascente Digital Renaissance

Insight

Timeless elegance.

Setting foot into a Rinascente store feels like entering a one-of-a-kind place; a world of intense sensations and moments of serendipity. Located in prestigious historical buildings across Italy, the first Rinascente opened in Milan, 1865. The department store maintains a historical ambience, whilst adapting to changes and focusing on the future.

To bring Rinascente to an online space requires the unique in-store experience to be mirrored, displaying and selling products from 1,500 brands of fashion, design and gourmet food.

Idea

Discovering the magic of Rinascente.

Rinascente.it evokes the feeling of wandering between floors in-store with seamless navigation and alluring product storytelling.

The concessional set up is translated to the online realm with individual brands having dedicated areas. The heritage and story of the 150-year-old store is told through beautiful scrolling content with accompanying copy.

Each design feature on the website reflects the physical store, from the iconic arches on the homepage mimicking the entrance. To the final purchase area where an animation reproduces the distinctive product packaging with branded strips.

The Serendipity of getting lost in-store but finding exactly the right items inspired the new online space. Set against a minimal background, animations effortlessly guide the experience with smooth movement for a sense of wonder. Everything is emphasised with a tone that boosts conversions and expresses the quintessence of the contemporary Milanese lifestyle.

Impact

A digital rebirth.

The name Rinascente means she who is reborn, a theme that runs throughout the store’s history. A poster created in 1921 to mark the reopening of stores, depicts new branches budding an olive tree, a reference to the concept of rebirth.

The new online experience is a rejuvenation that will help carry Rinascente into the future. A window into the world of Rinascente, driving customers to visit the great Italian fashion house as a destination to be online.