|
As Europe's first and oldest hard-paste porcelain manufacturer, Meissen Porcelain, has had over 250 years to perfect its time-honored, hand-crafted techniques and has weathered countless wars and Communist influence. With the reunification of Germany in the 1990s, Meissen Porcelain has renewed its enthusiasm for innovation and production of porcelain table- and giftware across new and existing market segments. "There is nothing ordinary about a piece of porcelain from Meissen. Every piece is the epitome of grace. Beauty is to be found in the unique whiteness and luster of the porcelain, in the richness and vibrancy of
the color enamels, in the delicacy of the hand-painted strokes, and in the form and proportion of every shape." To communicate these special qualities to a growing North American market, Meissen Porcelain Inc., a subsidiary of Meissen Porcelain GmbH in Germany, needed to rethink the design of its Web site. Based in the heart of Manhattan, Meissen Porcelain, Inc. has found an increasing interest for its products. Sold only at the most select locations and concentrated mostly on the East and West coasts in the United States, Meissen needed to use its Web site more effectively, as a primary marketing tool to promote and sell its porcelain to collectors and dealers across North America.
The existing Web site was cumbersome to navigate through, it showed only a handful of porcelain pieces photographed in a variety of unflattering styles, and included virtually no product information. The site clearly did not reflect the super premium category in which Meissen has always positioned itself.
A completely new Web site was conceived, presenting Meissen's most appealing porcelain in all of its glory. The new site incorporates four distinct sections within an elegant user-friendly design. The Products section features newly photographed beautifully porcelain pieces with accompanying product details. The Company section provides easy access to contact information, a profile and a brief history of the Meissen manufactory. The Business section provides a detailed map of retail locations and contact information as well as resources, such as press releases, for the media. The fourth section, News and Events, puts the latest stories and Meissen events at your fingertips. The new site is not only visually compelling but serves as a effective platform for selling Meissen porcelain and the Meissen brand.
|
|
