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Concept projectHaute Joaillerie & Luxury Jewelry E-CommercePlace Vendôme, Paris · Rue du Rhône, Genève

ATELIER NOIR

An architectural haute-joaillerie e-commerce flagship combining lookbook campaign storytelling, multi-angle piece inspection, custom engraving, and a private-client shopping bag.

Open live concept
High-fashion luxury gold and diamond jewelry campaign for ATELIER NOIR

01Overview

ATELIER NOIR is a fictional luxury jewelry maison operating between a design studio at 14 Place Vendôme in Paris and an independent gold-smelting foundry on Rue du Rhône in Geneva. The brand crafts architectural 18k Fairmined gold jewelry, tension-mounted diamond solitaires, and numbered high-jewelry capsule editions.

02The challenge

Luxury jewelry websites often fall into one of two traps: either they look like standard mass-market Shopify templates that strip away haute-couture prestige, or they behave like inaccessible flash lookbooks where visitors cannot inspect carat weights, assay hallmarks, sizes, or pricing. High-jewelry clients expect both editorial desirability and complete gemological transparency.

03The strategy

Unite a minimalist Parisian architectural grid (1px exposed Stone hairlines on Warm Ivory and Obsidian Black) with a full interactive Piece Atelier stage, multi-criteria category and metal filtering, custom interior engraving, and a slide-over Private Acquisition Shopping Bag.

04The solution

  1. 01Haute Joaillerie Architectural Boutique Header (N1b) with centered tracked wordmark, Private Salon shortcut, and live Shopping Bag counter + subtotal.
  2. 02Diptych high-fashion campaign hero (Campaign N° 09 : L’Ombre et L’Or) with direct solitaire inspection and one-click acquisition.
  3. 03Filterable 8-piece New Arrivals & Permanent Archive grid supporting combined filtering by typology (Rings, Necklaces, Bracelets, Earrings) and precious metal (18k Yellow Gold, 18k White Gold & Platinum, 18k Champagne Rose).
  4. 04Four Sculptural Collection Portals that filter the catalog and orient visitors across the maison’s core jewelry disciplines.
  5. 05Complete Interactive Product Detail Stage (L’Atelier de Pièce) featuring a 3-angle image switcher (Studio Macro, Editorial Campaign, Assay Detail), full gemological ledger, ISO ring/chain size selector, optional 18-character hand-engraving input, quantity control, and Companion Creations.
  6. 06Nocturnal obsidian showcase for La Ligne Éclipse (numbered 1-of-12 Haute Joaillerie capsule) and an interactive 4-stage Savoir-Faire bench explorer paired with a Private Salon Viewing & Commission form.
  7. 07Slide-over Luxury Shopping Bag drawer with quantity management, complimentary insured armored delivery selection, and a transparent portfolio demo acquisition dossier.
Emerald-cut tension solitaire ring in 18k Fairmined yellow gold
Graduated baguette and round diamond rivière necklace
Hand-brushed 18k solid gold monolithic cuff bracelet

05Design decisions

Ivory, Obsidian Black, Champagne & Stone Palette

Warm Ivory (#F7F4EF) and Stone (#D9D1C5) replicate the calm acoustics of a Place Vendôme viewing salon, while Obsidian (#181818) and Champagne (#C5A46D) frame numbered high-jewelry pieces with museum-case contrast.

Bodoni Moda Variable & Jost Typography

Razor-sharp Didone hairlines in upright Bodoni Moda evoke French fashion monographs, paired with geometric Jost body copy and Geist Mono for carat weights, GIA grades, and SKU references.

Exposed 1px Architectural Hairline Grid

Replacing rounded cards and drop shadows with crisp 1px structural borders reinforces the brand’s focus on tension-mounted geometry and hand-beveled gold facets.

Transparent Private Client Acquisition Flow

The slide-over Shopping Bag calculates real-time subtotals, preserves custom ring sizes and engravings, and generates a structured acquisition dossier without faking a live payment gateway.

06Expected impact

Proposed solution engineered to elevate brand perception above template-based jewelry stores, provide full gemological and sizing confidence before purchase, and support both direct online acquisition and private salon appointments.

What we would measure after launch

  • Category and precious-metal filter combinationsTo track after a real launch
  • Product Detail Stage angle switches & size/engraving configurationsTo track after a real launch
  • Shopping Bag additions and Private Client Acquisition dossier completionsTo track after a real launch
  • Private Salon appointment requests (Paris, Geneva, Macro Video)To track after a real launch

Next project

FORMÉ Studio

Brutalist Architecture & Contemporary Interior Design · Zürich · Milano · Kyoto

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