CASE STUDY: THE NEVERLANDS
UX STRATEGY / UI DESIGN / WEB DEVELOPMENT
The Neverlands website is anything but ordinary and conventional. As a self-proclaimed “purveyor of the world’s most extraordinary and innovative hospitality experiences,” the website is home to some of Los Angeles’s most stunning nightlife venues: The Edison, named among top bars in the world; and Clifton’s, a historic Los Angeles cafeteria turned nightlife venue.
The site is visited by Los Angeles patrons as well as people worldwide seeking to explore the city’s nightlife. While there is a variety of people coming to Clifton’s and Edison in person and online, they are all seeking the extraordinary—and expect nothing less. The website needed to reflect this level of curiousity, adventure, and imagination.
An incredible amount of time was invested in the storytelling behind the illustrated screens and how users would travel through each of the main venue pages. The correct balance of elements on screen and how the elements behave on-scroll was one of the two greatest challenges we faced.
The second challenge, and perhaps an even greater one, was how to give users a good, clear navigation experience on a website where the client wanted to prioritize imagination and inspiration above all. The style of the site mimics the feelings and experiences users have when visiting the physical spaces, but online, we have to give them a way to quickly get to the information. We wanted to simplify the site structure as much as possible, with the site being so graphically intense and visually nonconventional. Our main site nav uses the idea of a navigation chart and is represented by a dangling star as a nav icon. Simple in execution, but again focused on the illustrations. We also added the main navigation to the persistent footer on the site so that there are multiple ways of getting to the relevant content.
The project was a large-budget project with an unusually long timeline: more than two years in the making. A lot of time went into directing illustration as well as evolving with the changing needs of the brand. Even though we usually have a much clearer, strategic and defined process, in this case, we decided to let the artistic nature of the project guide the process in many ways. With the client being extremely creative and artistic themselves, we saw no other way of being able to get the project completed successfully. Sometimes, you have to bend the rules to create something fresh and unexpected.
Fans of both The Edison and Clifton’s Republic spaces are thrilled by a digital presence that matches the eccentric nature of these iconic LA venues. The positive feedback from fans has been inspiring and the site has already achieved recognition in the design community - an honorable mention on awwwards.com as well as a Gold Medal for Website Design on Indigo Design Awards!
Wow. Just wow. I’ve never been blown away by a website like I am with theneverlands.com. It’s simply stunning!