Fredericia Furniture is a renowned Danish manufacturer of iconic objects for the home, with a rich history of impeccable craftsmanship and design. A considerable undertaking was at hand in helping the brand work towards becoming the premier Scandinavian design brand, and honouring the region’s legendary design tradition.
The key to providing true inspiration was creating an intimate digital studio experience built on openness, free exploration, attention to detail, immersive interaction and functionality.
Two must win battles directed the strategy, and the solution had to answer both: The first one was that the solution had to 1) assist our audience on their every need and 2) inspire our audience and help them realise their projects.
So whether you are a customer, interior architect or designer, the revised look, feel and experience of Fredericia.com is like stepping into a design studio and being able to explore freely. Seeing the craftsmanship up close, almost touching the leather, going into minute detail with key design features and being able to customise the furniture to your every desire. Everything inspires the dream of building the perfect home or designing the ideal venue.
Digital initiatives include a "special button" on images for downloading everything from product drawings to 3D files. The experience was built using fully composable architecture, allowing for enhanced customisation, speed and technical support. Together, the elements align to form a long-term strategy that ensures sustainable growth and delivers on Fredericia’s ambitious vision.
The new Fredericia.com encourages imagination, motivating to visit the physical stores and explore the products as an alternative to tactical communication.
It honours the long-standing trust and heritage while introducing visionary digital features and UI elements that turn the architects and designers visiting into ambassadors of one of Denmark’s finest heritage brands.
Plus, the site is the perfect example of beautiful work that works. File downloads went through the roof with a 538% increase in file downloads, which is a testament to the fact that designers and architects no longer have to log in to get their design files from Fredericia. Plus, people love to spend time on the new site. Engagement across product and category pages went up 19.2%.
The result is an explorative starting point, built to inspire, launch and anchor sustainable growth, true to the very furniture.