Webwatch Article
December 30, 2002
http://brandchannel.com/features_webwatch.asp?ww_id=104

Ligne Roset — chic

Who knew that a century and a half old brand could be successful in the art of modern furniture? With internationally acclaimed designers lending their talents to creations manufactured in a small town in the French Rhône valley, Ligne Roset is a brand that has stayed true to the modern sensibility it adopted in the mid-1950s.

Still owned and run by its founding family, the line can now be found in over 900 stores as well as online. Ligne-Roset.com seeks to provide the user with an interactive catalog experience that, like its product, marries minimalist design with functional sensibility. Indicative of the brand’s continental appeal, the site is accessible in major European languages.

With its tagline, Le Style de Vie (the style of life), prominently displayed, the images of attractive, modern furnishings seek to reflect various instances in daily life. Home and office scenarios are depicted with photography as clean as the lines of the furniture.

The product pages are well executed, with an introduction describing the company’s mission (“intent to provide creative solutions that enhance and simplify everyday life”). Each product line, from living room to dining room, from office furniture to vases and linens can be viewed by clicking on the link. The pages themselves successfully simulate the catalog, but go a step beyond static pages. Once a particular product line is clicked on, a list of images and products appear including such comprehensive details as the product name, photo, year it was created, dimensions, and an animated image of the item changing color. A click on the detail button brings up an additional, brief product description.

The Design & Lifestyle section gives the user a personal introduction to the designers. Each is represented with a picture, quote and biography identifying which piece they have contributed to Ligne Roset. This personal touch lends a warm feeling to the otherwise minimal feel of the site. Distributors or Dealers displays a map of the country in question or a list of locations to allow the user to find local stores.

The Order Catalog page is a bit sticky, as the process takes some sorting out. One page leads to another with a link to the catalog and a checkout link. Users have to click on two pages of catalog links to add the product to the “basket,” then click on the checkout link. The information may flow more efficiently if the actual order page describing the catalog with the option to Add to Basket appears earlier in the process. As it is now, there are many redundant actions to achieve the same end.

All in all, it seems this respected design company has put forth an effective image of its brand online. At once fashionable and informative, the content is consistently well organized and the products are displayed effectively. Ligne Roset’s website gives a true feel for the brand and is perfectly in step with the clean, linear quality of their products and promotions.

Vivian Manning-Schaffel is a freelance writer who lives and works in Brooklyn, NY.

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