A digital stage for a brand that strives for perfection in analogue timekeeping – that was the requirement placed upon the design of the new website of watch brand A. Lange & Söhne from Saxony. The focus had to be set on the timepieces, which are among the best in the world and therefore deserve full attention. This main aim defined both the design approach and the website’s tonality.
The minimalist impression of the homepage is characteristic of the aesthetic standards of the entire website. With a lot of space and well-measured interaction, attention remains focused on the product. The watch is showcased at the centre of the multi-faceted brand universe. Ranging from the inside of the intricate mechanism to the stories about their production, every scene takes up the whole browser window – on desktop PCs, tablets or smartphones alike.
The “Red Dot Award: Communication Design” is one of the world’s largest design competitions. The Design Zentrum Nordrhein Westfalen has honoured outstanding design achievements since 1954. Its award, the coveted “Red Dot”, is an internationally recognised seal of quality. Of the 6800 submissions this year from 49 countries, the inter-national jury of experts awarded the “Red Dot: Best of the Best”, the prize for highest quality in design in a category, only 62 times – that is only 1.06 per cent of all applications. Lange’s head of marketing Katharina Mack accepted the prize for the best “Corporate Website” at the awards ceremony on 18 October 2013 at Konzerthaus Berlin.