Designing a new digital flagship for LEMAIRE


Helmed by Christophe Lemaire and Sarah-Linh Tran, Lemaire house brings together a team united by their shared belief in a wardrobe approach focused on versatile pieces designed for everyday life. Subtle, understated cuts and superior materials place these pieces squarely within a tradition of a cosmopolitan and sophisticated Parisian style. With the aim of creating a new language for their clients and a more inclusive and warmer e-commerce, Lemaire asked Studio Blanco and its sister company Cultural Capital to rethink its digital approach, both visually and in terms of storytelling.
Client: Lemaire
Typology: E-commerce
Year: 2020
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An intimate space
We conceived a brand new user experience and layout aimed at making the site an editorially-led, intimate space. This was achieved by subtraction, creating a brand narration that was warm, smooth and at the same time understated and essential.
A new visual language
The pictures throughout the website reveal an open, effortless and inclusive mood, infused with graciousness and a sense of sensuality and playfulness.
Lemaire community
Through video, animation, photography and words we created a sense of community among Lemaire customers. We also added backstage imagery from shows, production venues and the Paris store as well.
LEMAIRE customers can now gather around a digital shelter