Stone Island Unveils New State-of-the-Art Website Crafted by R/GA

Created in partnership with creative innovation agency R/GA EMEA, Stone Island is proud to unveil its new state-of-the-art website, centred on the unique philosophy of LAB and LIFE that is at the heart of the brand. The site has been entirely rebuilt, and brought in-house, to create a truly authentic Stone Island experience. The modular design allows for an ever-evolving narrative, whether it be the LAB of Stone Island’s product research and development, or the LIFE of the global communities who make Stone Island their own. Meanwhile, a virtual manifestation of the brand’s itinerant Selected Works exhibition offers visitors the chance to be immersed in Stone Island‘s renowned archive.

Robert Triefus, CEO of Stone Island, commented, “This is a milestone for Stone Island as we internalise our website. The new digital destination, expressing our LAB and LIFE philosophy, perfectly complements the progressive roll out of our new store concept ensuring that our community can now fully experience the unique values that distinguish the brand both in our physical stores and online.” Triefus continued, “With regional warehouses now supporting our logistics, our customers will also have access to a range of omnichannel services for the first time.”

“Our creative strategy behind the new website for this iconic brand was to really elevate commerce design across the entire experience. Combining immersive brand narratives in the LAB, LIFE and ARCHIVE sections, with elevated product, craft and innovation stories woven through core commerce functionality. The result is a minimal and utilitarian design language that creates the foundations for a unique and truly authentic brand experience.” said Rob Northam, VP, executive creative director, R/GA EMEA.

The new Stone Island website was developed in collaboration with creative innovation agency R/GA, and with the creative direction of Ibrahem Hasan. The resulting site not only looks different, but feels different in its user experience, bringing together the LAB and LIFE of the brand. It is immediately clear from the homepage, modular to be adaptable for each launch, collection or product drop. Product pages feature impactful on model shots, 360° videos and a fresh approach to stills photography, providing the most comprehensive overview yet of Stone Island’s technical innovations. For the first time, product will be available from the homepage, for a fast e-commerce option before a deep dive into the rest of the site.

The product offer is the most representative and comprehensive selection from the Stone Island collections ever online, to reflect and extend upon the range available in Stone Island stores. Exclusive looks and colourways will be only available online, as well as the online store being a primary destination for exclusive drops and collaborations. An omnichannel approach will enhance customer experience, thanks to a faster shipping options enabled by local warehouses in Europe, the US, Japan and Korea and evolved services such as the pick-up, returns and exchanges in store.

A seamless and intuitive experience is the underlying principle for the design of the site, with every step considered for ease of use. The navigation system has the clarity of a tool guide or instruction manual, allowing users to easily travel between each storytelling experience. Alongside pages for the main Stone Island collection will be the most complete focus yet on the sub-collections: STONE ISLAND GHOST, MARINA and STELLINA. The intention is to create an ever-changing site that provides regularly updated content, avoiding the predictable scroll.

The adaptability of the new modular site makes it a natural home for Stone Island’s global communities – the LIFE of the brand’s LAB and LIFE ethos. From the ever-expanding Q&A resource of the campaign “Community as a Form of Research”, to documentaries and films such as Jeremy Elkin’s “The Compass Inside”, the new site is the perfect expression of those who live their lives in Stone Island.

Meanwhile, the Stone Island archive is brought to life with an immersive ecosystem specially developed for the website, inspired by the brand’s Selected Works exhibition which has, to date, visited Tokyo, Seoul and Los Angeles. Visitors will be able to examine signature Stone Island pieces as if they were walking around a display, from Tela Stella ‘982, the first Stone Island garment, onwards. Just as the physical exhibition evolves between each iteration, so too will the online archive adapt and grow with each successive season.

The new e-commerce is available in 34 countries and nine languages, with the multi-language option for selected countries.