Luxury Meets a Configurator: Designing Auriga
Keeping a premium brand calm while adding customisation, on a tight timeline.
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- Project notes, E-commerce
Auriga makes hand-finished kitchen ranges. The brief was an e-commerce site as considered as the products, with a configurator so buyers could build their own, and not much time to do it.
Two goals pulling apart
Luxury needs calm: space, restraint, a few beautiful things at a time. A configurator brings the opposite: options, steps and decisions. Most of the work was finding a way to have both.
Letting type do the work
I let typography and layout carry the brand: a refined serif, generous spacing, balanced layouts and quiet detailing, so quality comes through without decoration.
The configurator became a short sequence of visual choices, colour then finish, each one a swatch you can see rather than an option in a list. Building a range feels closer to browsing than to filling in a form.
What I learned
Premium is mostly restraint. Fewer elements, more space and better type do more than any flourish.
A tight timeline can help. It keeps the scope honest: anything that doesn't serve both the brand and the buyer gets left out.