NEW YORK – Now that designers and buyers spend less time trekking through showrooms and more time perusing online, leading textile dealer and manufacturer Carnegie decided that the best way to share its expertise and extensive product lines was to create a virtual tour de force.
Carnegie, a family-owned business and leader in eco-friendly textiles, turned to Carbone Smolan Agency (CSA), a premier design firm in New York, to create an online outlet (www.carnegiefabrics.com) that enables customers to discover the company’s extensive offerings.
“We strive to be an ideal creative partner for our clients, so our online showroom needed to display our vast product lines and present them with utility and beauty,” says Cliff Goldman, president, Carnegie. "It's a place where professionals can do research, find in-depth information about our products and order samples for closer inspection and discovery."
CSA created a website that delivers rich information in a refined design, in keeping with the brand’s status as an industry leader. The site features a vibrant display of Carnegie’s collections with the wide assortment simplified by detailed categorization, clean navigation menus, and robust search functionality that afford customers ample control.
“Our solution brings together the extensive merchandise, high-quality service, ease of browsing and range of product possibilities online to replicate the physical showroom experience,” says Ken Carbone, CSA’s chief creative director.
CSA focused on making the website work as both a design resource and marketing tool. As such, the site architecture mirrors the way clients like to search, allowing visitors to navigate and sort products by searching first for use, then color, price, patterns, and other options. With a streamlined information architecture and more intuitive interface, accessibility became the guiding force in the design, allowing users to browse easily through products to meet their varied creative needs.
A strict column grid highlighted by a refreshed color palette and bold imagery brings the beauty of Carnegie’s products to the forefront. Textiles are presented in square samples matching the site’s structural grid. Main navigation and sub navigation introduced on the home page are always visible as expandable or collapsible menus that guide visitors through the website.
Site additions include a sign-in section and design showcase. Signature collections and designer features are illustrated with detailed descriptions, vibrant sample swatches and interior design photography that rounds out the showroom experience. In addition, the sleek, refined look drives a coordinated advertising campaign and accommodates the premier brand’s future expansion.
About Carbone Smolan Agency
Carbone Smolan Agency offers a comprehensive set of strategic and creative services designed to build a singular brand voice across all media. Based in New York, the firm has built an international reputation creating outstanding programs for world-class clients, including Morgan Stanley, the W Hotel Group, Christie’s, Musée du Louvre, The Museum of Modern Art, and The Chicago Symphony Orchestra.
Carnegie is a premier family-owned business, a leader in textile manufacturing with a penchant for eco-friendly fabrics. Carnegie maintains a diverse, environmentally conscious product offering and an unwavering commitment to innovation, service and integrity. Established in 1950, Carnegie has developed worldwide partnerships and a reputation for having the broadest, highest quality sustainable textiles.