HUGE

• Integration with Content Management System
• User Research
• Website Analytics
• Internet Strategy
• Interaction Design
• Visual Design
• Asset Development
• Server-Side Development
• Client Side Development
• Quality Assurance and Deployment

Two Key Audiences, One Design
Designing for Phillips de Pury & Company presented some unique challenges. First, the site needed to serve two important user groups, each with sharply distinct goals. On the one hand, experienced collectors simply wanted an efficient and comprehensive source of auction listings and other information. Separately, and no less important, there was a fast-growing set of art fans who were curious about owning art but who had little experience of the auction process.

The Solution: It's About the Artwork
Phillips de Pury and HUGE made the decision to focus the user experience on the artwork itself. The design solution stems from a confidence that communicating passion for art is the most effective way to invite people to consider becoming collectors.

Visitors to the site are immediately immersed in the artworks. The website's interface makes more practical information about the auction process clearly accessible, but only when users need it. The simple elegance of the layouts is inspired by Phillips' print catalogues, with small adjustments to make it usable and accessible in digital format.

The Thrill of Owning Art
"Phillips de Pury is known for two very special things: great contemporary art and total integrity throughout the auction process." said David Skokna, Creative Director at HUGE. "That's a pretty powerful brief in itself, and we knew that if we could get those two things across in the design, we would ultimately manage to make people curious about the thrill of participating in a Phillips de Pury auction."

"And of course," added Skokna, "it would help if the whole thing were shockingly beautiful, just to make sure we got people's attention."

Immediate Results
The site has successfully met the needs of art collectors at every level, and quickly become a respected destination for the experience of Contemporary Art.