adidas AG. SLVR

Concept, design and development of a microsite for the new adidas sport style brand SLVR. A site that creatively presents the product range through a combination of mood films and fashion photography, and encourages the user to purchase products in the online shop.

In imitation of the SLVR collection, Neue Digitale / Razorfish developed a minimalistic and at the same time comprehensive and functional microsite. Special features: black and white aesthetics and a simple navigation concept. When the user clicks on a menu point the navigation comes down like a blind, creating space for content. The high fashion product images can be accessed by the user from within the navigation. The user experiences a pure product presentation without distracting or superfluous details. The site also enables users to discover details of the SLVR products via close-ups and then purchase these in the online shop.

Through an extremely reduced product presentation it was possible for the website to reflect the attributes of the collection 1:1. The focus is on a product presentation which creates a unity with the aesthetics of the brand and means a strict implementation of the brand philosophy.