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Brief
Materia (Prisma) closes the MATERIA trilogy — the same body of work that won Sanremo 2023 with "Due Vite." A record this personal, sitting at the end of a three-album arc, couldn't be merchandised as a standard tour drop. The brief was to give fans something that carried the same emotional weight as the album itself — merch that felt like an extension of the concept, not an accessory to it.
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Strategy
The site was rebuilt around imagery rather than product grids — treating the homepage, category pages and even product pages as extensions of the campaign rather than a separate, purely functional layer. The goal was to let people imagine the product in their life before they evaluated it as an object, giving the whole site a younger, more contemporary energy in line with a new generation of customers.
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The answer
Full-bleed video and campaign imagery lead the homepage, pulling people into the world of the brand from the very first scroll instead of straight into a product grid. That same visual language carries into product pages, where campaign shots sit alongside product photography to break up the layout and give each item a lived-in context. The result is a site built to attract a new generation of customers — and give them a reason to stay.
