Leonello Calvetti Refreshes Rue-La-La's Website
E-commerce has changed the way that shoppers approach luxury retail. Upscale brands once only available in brick and mortar stores are now available for perusal and purchase on the Internet thanks to new online retailers. Rue La La is an invitation-only online site that offers private sales of luxury items available only for select periods of time. Members benefit from a curated selection of goods at a discount price.
Rue La La recently refreshed their homepage with a new image by Leonello Calvetti, an eye-catching 3D roller coaster track twisted into the shape of Rue La La's letters. Says Creative Director Amy Van Aarle, "Rue La La is all about style and confidence, served with a twist. And for us style isn't just what you wear - it's how you live your life and how you see the world. With the roller coaster concept, we wanted to convey an experience that's intriguing and unexpected, but also optimistic and fun. Rue La La is an ever-changing, delightful destination, and our homepage is the perfect place to convey that."
Prior to the rollercoaster, the Rue La La landing page image was a hot pink hued lollipop. Notes Van Aarle, "We love working with Leonello.When we came up with the idea for the Roller Coaster, we knew we had to have Leonello make it. We worked with him on the last version of our homepage as well, which was a big delicious pink lollipop. People ask us all the time if they can get one of the lollipops, they can't believe that someone actually made it with a computer (and that they can't get their hands on one!)."
Years of experience in traditional illustration lends Calvetti's 3D digital work an especially real touch. His first iteration of the Rue La La logo was a fully functional track. As the coaster progressed, the complexity of the track was scaled back for legibility. Photographs of trees were added over Calvetti's finished coaster. The final product is fun and sure to delight visitors of the site. Visit the Rue La La website while the rollercoaster is still there, in six weeks or so, a new image will take its place.
Van Aarle concludes, "I want it to be a little like a dream - it's there for a wonderful little while, then poof, it's gone."
Rue La La