Bureau breaks rules for Whistles

Bureau for Visual Affairs’ new site for fashion retailer Whistles breaks a few rules but also quadrupled takings on its first day

Bureau for Visual Affairs‘ new site for fashion retailer Whistles breaks a few rules but quadrupled takings on its first day

When there are so many assumptions about Best Practice on the web, it’s nice to see a site that both challenges received wisdom and makes a success in doing it.

Most retailers deluge their online customers with product, Bureau’s solution for Whistles asked a little more of users but seems to have worked as sales increased fourfold on its first day. The site uses an expansive homepage that includes video footage – customers have to move around the page to discover the latest styles but, once they’ve found something they like, it only takes two clicks to put it in the shoping basket.

“Ignoring so called ‘Best Practice’ gave us angles to explore, which enabled us to develop the site to a different goal — and allowed us to shorten the click depth of the buying process whilst connecting the aspirational and the transactional part of the website seamlessly,” says Bureau’s Simon Piehl. Whistles can create new homepage content on a weekly or even daily basis. There are plans to invite guest editors, from celebrities to designers, to curate one-off homepages in future.

Whistles’ Jane Shepherdson said “We chose Bureau because they studied our brief, and came up with innovative solutions instead of telling us what we couldn’t do. They were excited by the prospect of throwing out the rule book, and have delivered something that represents our brand. It is both highly creative and commercially functional.”


Disclosure: Bureau for Visual Affairs also designed the CR site

More from CR

Cinco promo for Vertical Montanas

Buenos Aires design collective Cinco has created a nice little promo for Vertical Montanas track, Thick Mugs. It’s very much a touchy-feely affair, featuring the work of nine unseen animators

Inside Golden’s studio

Leeds-based studio Golden has shot the latest installment in our series of films that look inside the studios of practicing designers and illustrators…

Tony Meeuwissen retrospective

Inventive and intensely-detailed book covers, prints and postage stamps, not to mention a sleeve for the Rolling Stones, make up just a small part of illustrator Tony Meeuwissen’s creative work since the 1960s. Next month, an exhibition in Stroud displays a selection of highlights from his career

A Lego fan’s dream

Know your red two-ers from your blue four-ers? Well, Lego are auditioning for a Model Builder to work in the Legoland Discovery Centre, opening in Manchester next year

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency