Lifestyle brand AERIN, well-known for its graceful approach to beauty, accessories and home furnishings, tapped iconic design agency HUSH to build an interactive web experience in celebration of its latest foray into creating fragrances. The site, aerinfragrance.com, invites visitors to explore videos of Aerin Lauder’s personal history and the way that memories linked directly to scents have fueled her life-long passion for beautiful fragrances.
“We took a simple and elegant approach to exploring the world of fragrance. It can be a science-heavy subject, but driven by artistry and craft – in the same way that wine and food are both art and science,” says HUSH Creative Partner David Schwarz. “We were interested in the artistic, emotional story behind these creations and gave consumers the opportunity to engage on multiple levels.”
Visitors are able to learn in-depth information about the ingredients used to create each fragrance, and design custom prints utilizing images of those same ingredients. HUSH ensured that the online experience is streamlined yet lush, offering visitors both creativity and utility. The inspiration and process behind the project was closely tied to Aerin Lauder’s personal evolution. “AERIN is very much a brand built on a figurehead and her impeccable taste,” says Schwarz.
This project is the latest in a string of immersive brand collaborations, including a Super Bowl themed audio-visual installation in NYC’s Niketown and Estée Lauder’s luminous “The Beauty of Night” site which positioned the brand’s Advanced Night Repair product as a point of connection for women from different cultures and countries.
Downloads:
Credits:
AERIN Fragrance Video
Director: Charlie Wan
Director of Photography: Luca Fantini
Director of Engagement: Dan Rodriguez
Hair & Make Up: Mari Shten
Director of Production: Gabe Banner
Line/Post Producer: Mateo Suarez
Producer: Sue McNamara
Editor: Duc Nguyen
AERIN Fragrance Site
Design Director: Keetra Dixon, Sarah Ancalmo
Producers: Mei-Ling Wong, Leonard Shek
Director of Engagement: Dan Rodriguez
Director of Production: Gabe Banner
Designers: Andrew Teoh, Erik Yang, Yvonne Romano, Christina Hogan, Pedro Sanches
Development: Matt Knight, Jonathan Keller
Copywriter: Jaclyn Marinese
About HUSH
HUSH is a design agency. We design and produce digital content & experiences that are unique in creating brand recognition for our clients. Thinkers. Makers.
Selected Clients:
Nike, Google, Estée Lauder, AERIN, Ted Baker, Esquire, Showtime, ExxonMobil, Under Armour, Starwood Hotels, Sonos, Sony Ericsson, Nokia, MARSH, Random House, Hearst, among others.