This website should reward curious minds, and allow users to find their own path. It is a never ending experience, a worm-hole of content, where every turn takes you somewhere expected and unexpected.
We drew a lot of inspiration from the artwork of Jochen Gerz, letting his artistic principles inform our design language and interactions. It was important to have a dimension of surprise, »hidden gems«, to deepen the experience. We achieved this by playing with overlapping images, text boxes, adding depth where relevant. Also, we wanted to use typographical and visual patterns and optimize whitespace.
This process was very much a collaborative effort. The Edenspiekermann team have a different way of thinking and working from Gerz and his team, so before we even began design and development, we spent time exploring and understanding what was needed of the website. We had workshops and continued to meet frequently during development, to ensure we were going in the right direction.
One of the ways we created clarity on what the website should do, was doing a Product Vision Board exercise. This was our way to extract clear solutions from all the stakeholders, and get away from abstract talking.
Another crucial part were prototypes. Without the means of prototypes, we were simply not able to discuss ideas, transitions and/or functionalities with the client. This was a crucial step to create common ground between the two teams.
What we created was a website presents a myriad of directions to consume, but it also very clearly defines the main types of content. It is clean, with a lot of breathing room, but as you go deeper you will find a breath of artworks that is hard to compete with.
— Jochen Gerz, March 2017