Secret Place is a designer clothing boutique, which features rare items from European and Russian designers and unique clothing and accessories.
Currently, 3 Secret Place showrooms are opened in Moscow. The distinctive feature of the shops is an unusual interior, which emphasises concision and style of the represented collections.
We wanted to create an online shop that matches the mood of the Secret place.
We limit ourselves to the most necessary minimum of colours — black and white. The main graphic element — the keyhole from the boutique logo — became the prototype for the key visual of the entire site.
The keyhole allowed us to make graphics live and multilevel and add volume to a flat interface.
We paid attention to details and tried to create the mood in everything at all stages. From trademark catchphrases (helping copywriters) to the animated Mini Cooper taking someone’s order in the site’s basement.