Viktor & Rolf Fragrance

Viktor & Rolf Fragrance Site Redesign


viktor & rolf fragrance

Building an immersive brand experience.


the brand

From fashion artists to fragrance artists, Viktor&Rolf launched their signature scent in 2005 to create a union between haute-couture and haute-parfumerie. They believe that fashion is about creating and aura, and fragrance is an integral part of that creation. The V&R line features complex fragrances with a modern, sharp edge and the brand is based on storytelling and fantasy.

the problem

The fashion house and fragrance lines are bold, expressive, and modern but the digital experience was falling flat. Detail pages featured lengthy description text and were void of and expressive imagery.

the opportunity

The barrier of selling fragrance online without users being able to smell and experience the product meant we needed to adjust our strategy from text-heavy pages to a more visual, sensory approach. The brand was already creating these evocative campaign images for social and in-store marketing, we just needed to re-approach the site layout to optimize the assets and enhance the experience.


The homepage featured a simple layout with evocative campaign photography from the fashion house, paired with the product shot to reflect the inspiration for the fragrance.


Category pages were built with a flexible, modular grid system to implement the bold, emotional visuals amongst the product cards within the collection.


Product detail pages utilize large blocks of immersive photos to help convey the scent and translate the fragrance notes into visuals that would resonate with the viewer. Secondary and tertiary content blocks were used to tout product customization and engraving, and feature ancillary products within the collection.



Experience Strategy
Design Execution