Challenge
In rethinking the website for Villa Arconati — one of the most magnificent historic villas in the Milan area, with a unique historical, cultural and architectural significance, today used as a venue for tours, events, shoots and cultural activities — the main challenge was to bring out the brand’s dual identity in a way that was both immediate and recognisable. The site needed to present the Villa not only as a heritage building of great architectural value, but also as a living, versatile and atmospheric location, able to appeal to very different audiences: from visitors drawn to its artistic and historical heritage to companies and event organisers. At the same time, it was essential to make the browsing experience simple, intuitive and engaging, in line with the UX expectations of a contemporary audience.
Solution
To meet this challenge, we took a visual-first approach, creating a clean, modern and pared-back restyle built around evocative imagery that instantly conveys the atmosphere and beauty of Villa Arconati — from its historic interiors to its monumental gardens. These photographic elements were woven into a narrative structure that tells the story of the place, strengthening the connection between the brand and its cultural heritage. At the same time, we simplified the information architecture and streamlined the navigation flows to make content clear and intuitive to explore, improving usability for visitors with different goals, whether visiting, booking or learning more. The result is a website that doesn’t just present Villa Arconati, but genuinely showcases it, delivering a user experience worthy of the excellence of both the brand and the location.
