Fleur Pavilia: A Blend of Art and Interactive Design

Unveiling New World Development's Award-Winning Website Design

The Fleur Pavilia promotional website, a creation of New World Development Company Limited, is more than just a digital platform. It is an interactive art piece that has garnered acclaim for its unique design and aesthetic appeal. The website, which promotes New World Development's latest residential development project in Hong Kong, was awarded Silver in the A' Website and Web Design Awards in 2019, a testament to its innovative design and functionality.

Inspired by the personas of The Three Friends of Winter - pine, bamboo, and plum blossom, the website's landing page establishes a visual connection with its accompanying marketing collateral. The elements of the page appear unanchored and suspended in space, playing with time and gravity. Each of the signature plants of The Three Friends of Winter is showcased in a profile, adding a unique touch to the website's design.

The website's navigation is simple and elegant, focusing on aesthetics without sacrificing readability. Each section is clearly separated into white and grey spaces, navigated by scrolling down. Transitions between each section are smooth and seamless, keeping the visitor immersed. A unique feature of the website is a scrollable panorama that allows visitors to view the property’s surroundings at different times of the day, showcasing the flawless skyline.

The website was created in collaboration with Ruth Chao. The design process began with a study of the existing property identity and design concept. Wireframes were created to enable a holistic look at how the user experience would integrate with the user interface. The site was given a fully responsive design to work well over multiple screen sizes, tablets, and devices.

Upon landing on the website, visitors are greeted with an image of a plum blossom in the form of ikebana, a Japanese floral arrangement tree, in a grey expanse as meditative music plays and petals descend the screen slowly. The website employs artistic use of white and grey interspersed with floating, dissolving pieces of poetry to embody the idea of nature as spiritual and peaceful.

The project started in 2016 and faced challenges in designing the movement of the petals over the website. Each petal descends in a different direction and pace, requiring tremendous time and effort to craft. Despite these challenges, the end result is a functional yet elegant website that provides useful project information while bringing out the essence and aesthetics of Fleur Pavilia.