R/GA, Marketing Agency
Stone Island Reimagining the future of utilitarian luxury
Stone Island has cult status. The badge signals so much more than just the fabric it sits on. The Stone Island community is defiantly independent and committed to their own journey. Beyond influence, fads, trends or conformity. So when it came to reimagining the digital experience, a sensitivity to the history, the craft and the many subcultures was critical.
We created an immersive experience centred around Stone Island’s unique philosophy of LAB and LIFE. The new site purposefully intersects product, utility and brand storytelling — creating an experience that reflects the brand and repositions Stone Island in the luxury category.
Product Design
Product Strategy
Product TOV
Design System
“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.”
Robert Triefus CEO Stone Island
Product Strategy
Product Design
Product Tone & Voice
Design System
Product Development
Minimal interface elements allow the product to be centre stage, showcasing stories that hero product features and technical innovations. A modular and scalable design system orchestrates the new experience, ensuring cohesion and flexibility — expressed through a utilitarian design language. Brand stories are brought to life through functional yet immersive modules that express an ever evolving narrative.