RH – From Legacy to Lifestyle
Naming, Brand Strategy, Experience Design, Interface Design, e-Commerce – 9 Months embedded with RH team.
Restoration Hardware’s entire retail experience is delivered through the experience in a physical space – Restoration Hardware asked CCO to embed with the core team to help them imagine what role the digital experience should play in the customer journey.
Before constructing a digital journey, deep thought had to be given to the existing physical experience. The experience of Restoration Hardware is built from a series of motifs. These motifs reinforce value at every stage of the experience: the pea gravel driveway, the ornamental gates, the sweeping staircases, the period elevators. Every motif reinforced the value of the context on the selection, and so, on the purchase of an item. Restoration Hardware's value comes from the environment, the lifestyle, the context – and the name, Restoration Hardware is at odds with this. Restoration Hardware is not in the business of Restoring, or Hardware.
In the physical store, each step closer to the product created more value, the texture, the craftsmanship, the comfort, the styling. In the digital experience each step closer to the product became less valuable. Just standardized ecommerce, with smaller images, less information, less uniqueness. To create a digital experience that could connect clientelling, design services and ecommerce CCO had to reimagine the entire flow of a digital experience into a single tool organized around creating a more valuable, more rewarding engagement upon each interaction.
The organization of Restoration Hardware into RH helped the executive team align thinking around building a global lifestyle brand with a single aligned vision across the customer journey. RH expanded to RH Modern, Teen, Contemporary Art, Music and the stock price quadrupled in the following two years.
The digital vision has remained a guideline for both the CCO and CTO as they migrate to more advanced technology platforms.
Adam Weiss/Landscape – Experience Design
Livia Foldes – Visual Design
Helen Pena Lopez/Landscape – Design
Marc Shillum – Brand Strategy