Aurasens is a startup design company and manufacturer of luxury lounges headquartered in Paris. Their debut lounge, the Voyager, pairs high-fidelity audio with a proprietary technology called vibro-haptic composition (VHC) in the form of a luxury lounge.
Aurasens founders Olivier Zeller and Nicolas Leroy had built their first draft of a concept chair – a luxury, seated, multisensory product for an elite market. A latent idea rather than a readily available item, communicating Aurasens to partners and prospects was both complex and critical to the business going forward. At the time, its primary online presence was a basic landing page – a stopgap website created to ‘park’ the domain space and make it possible for interested individuals to get in touch.
As the Aurasens enterprise grew closer to market-ready fruition however, the duo recognised it was time to enter into a new stage of development. Part of this involved developing a website which would more accurately and more elegantly convey the character of their brand and how it was positioned in the external market. Hastening them along this path towards change was an urgent prompt in the form of feedback: people were telling them directly they were confused about what exactly the lounge offered – what purpose it served and what it was, in its essence. In order to undertake niche marketing effectively, it was imperative for the company to overcome this communication challenge and make clear the visceral experience of the product through simple, engaging design.
At Nerve, out task was to build a website which would align with Aurasen’s new phase of maturity. They were at a singularly exciting – and singularly challenging – juncture in their business journey. Still in seed stage, they assumed the role of visionaries: demonstrating prototypes at conferences and fairs, gradually raising funds as the debut model edged closer to being manufactured into sales-ready reality.
As the primary objective guiding our revamp of the site’s architecture and content, we set about removing all ambiguity which risked confusing site visitors and demotivating on-site action.
Our solution was to create a concept for a narrative-style landing page – one which would eschew finicky technical details in favour of a powerful, evocative and alluring idea. Using immersive images and stripped-back copy in a tiered scrolling linear hierarchy, we leveraged this strategy of storytelling to express key messages in a coherent way.
When selecting photography to feature on the site, we made sure that the images all ‘spoke’ to each other in the same key, and were composed in such a way to convey the look, feel and style of Aurasens. Visual treatment was applied to the chosen photographs to capture the elegance of the brand’s unique offering – washing the site with dusky, muted and sensual colour tones.
When it came to the brand visuals of the website, we recognised that the Aurasens product offering was a little alien in its opulent futurism. As such, we worked to create a visual experience that would reflect this ‘strange yet seductive’ quality, while ensuring that it not be so ‘out there’ as to be inaccessible. Every detail on the site was crafted bespoke to fit the brand. For example, we animated the Aurasen’s logo as a pre-loader, conveying with simplicity the underlying vibration pad technology. And the small circles in the graphic served as a connecting element in the left-hand navigation menu to the landing page that follows. The combined result of this was to substantiate Aurasens’ high-end product positioning.
The client expressed satisfaction across the full scope of the project. It is moreover something of a testament to our positive, committed relationship with the client that we were able to deliver it in its entirety across two very different time zones (the distance: some 10,000km) and in two different languages (French and English).