THE FINE LINE BETWEEN VIRTUAL AND REAL
Tonidigrigio.it - Creative Labs
CANTIERE DELLE MARCHE,
ANCONA, 22 SEPTEMBER 2015
Cantiere delle Marche presents its new website at the 2015 Cannes Boat Show.
Can we truly define the space on an Internet site as virtual and non-real when it is a place that elicits feelings and emotions?
We are well aware that the virtual environment is in contraposition to the material one, whose tangibility the Web cannot attain, but the very real stories that we experience as we navigate the CdM website make us co-protagonists and sharers of strong feelings, future visions, objectives, and bets. As we scroll through, we see the many faces of the people who have made the story of the Shipyard, and it is through their words and their gaze that we come into contact with their lives and their visions, all of which is a testimony to the fact that a boat is much more than its form and the materials of which it is built.
A Yacht, like a diamond, has a story to tell: that of every engineer who followed its growth and the mechanics of its building; that of the designers who defined its lines, or of the master craftsmen who perfected every detail with nearly maniacal care; and, no less important, that of those who lay out and follow a strategic vision for CdM itself. And this story doesn't end with the final accomplishment of the shipbuilding project ... on the contrary, it's just the beginning!
The new website contains much to capture our attention, to allow us to take the time to read, gently ferrying us from one page to the next, holding the rudder of content that is gradually unveiled, never shouted, and which comes together through words and images, as though it were age-old wisdom that is handed down and taught day by day.
From a technical point of view, the website's first aim is to even out the users' experience on all of Cantiere delle Marche's sites (international websites and online magazine CdM Experience), by simplifying the access and at the same time, bringing all the product offers onto the same level, along with the detailed information regarding the experience/lifestyle of the Shipyard and of the people who are part of the CdM world.
Innovations, both in design and technology, have been added by taking advantage of the latest generation web tools so as to make the user experience intuitive, fast, and mobile-oriented. The content map has been reengineered and reinterpreted to be more in tune with the idea of a story, to go beyond the logic of simply offering a product based on the constant of one argument that is then presented on various levels of detail.
The various sections all contain an introduction and they are interconnected in such a way as to form a dialogue; thus, the contents can be appreciated either from the technical perspective of those who narrate how they designed the sea craft, or from the point of view of the ship-owner or the captain. Now, the online magazine, CdM Experience, has become an integral part which communicates with the other sections devoted to the products or the I AM CDM area in which stories and testimonials are shared.