RH  –   From Legacy to Lifestyle   Naming, Brand Strategy, Experience Design, Interface Design, e-Commerce – 9 Months embedded with RH team.
       
     
  The Problem    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.   
       
     
  The Insight   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.
       
     
  The Pattern   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 Outcome   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.
       
     
  The Team   Adam Weiss/Landscape – Experience Design Livia Foldes – Visual Design Helen Pena Lopez/Landscape – Design Marc Shillum – Brand Strategy
       
     
CCO_RH_012.jpg
       
     
  RH  –   From Legacy to Lifestyle   Naming, Brand Strategy, Experience Design, Interface Design, e-Commerce – 9 Months embedded with RH team.
       
     

RH  From Legacy to Lifestyle

Naming, Brand Strategy, Experience Design, Interface Design, e-Commerce – 9 Months embedded with RH team.

  The Problem    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.   
       
     

The Problem

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.

 

  The Insight   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.
       
     

The Insight

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.

  The Pattern   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 Pattern

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 Outcome   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.
       
     

The Outcome

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.

  The Team   Adam Weiss/Landscape – Experience Design Livia Foldes – Visual Design Helen Pena Lopez/Landscape – Design Marc Shillum – Brand Strategy
       
     

The Team

Adam Weiss/Landscape – Experience Design
Livia Foldes – Visual Design
Helen Pena Lopez/Landscape – Design
Marc Shillum – Brand Strategy

CCO_RH_012.jpg