QUECHUA
Create a digital lookbook to give an authentic and dynamic overview of the new Quechua outdoor collection
“Feel alive in every footstep”
Highlight the hiking collection on a landing page, for the launch of the SS25 season in 12 countries.
- Conception
- Art Direction
- Master development
- Localised content integration
- Multilingual integration
- Tracking GA
- Consent Management Platform
Our mission
For the 2nd year running, the Quechua team asked us to create a digital lookbook to showcase their Spring-Summer 2025 outdoor collection in a Landing-Page.
This digital lookbook must reflect the spirit of mountain hiking and attract young people, while highlighting the aesthetic and technical aspects of the products. The aim is to embody a lifestyle and technical positioning, with a strong visual identity.
For The Muzes team, the challenge is above all creative, since from a technical point of view we’ll be able to capitalize on what was put in place the previous year.
#OUTDOOR
The artistic direction of the lookbook must stay true to Quechua’s brand DNA and Decathlon’s visual identity, whilst creating a distinctive aesthetic. It’s all about striking the right balance.
From the client’s perspective, we were given a very detailed brief, packed with inspiration. The key words: outdoor, style, authenticity and technical expertise.
On our side, our ambition is to deliver an interactive lookbook featuring sophisticated effects and animations.
But we mustn’t forget that the lookbook’s success depends on collaboration with the markets: they are therefore heavily involved in the creation and roll-out of the lookbook.
The results
The design-creation process began with a creative workshop to align the client team’s desires and expectations, and define the avenues to be explored in terms of AD and UX/animation. In short: “think outside the box”.
In terms of structure, the page is divided into 3 blocks, for 3 types of product (jackets, shoes, bags). Priority is given to visuals, highlighted in a dynamic photo gallery, alternating lifestyle/product images and videos.
Products are featured in a section dedicated to technical specifications, and another to e-commerce push, with product packshots and links to the decathlon.fr website.
The result: an uncluttered DA for a modern, minimalist look that accentuates the “tech” side of things, Decathlon charter typefaces, material/texture effects to recall the mountain world and the technical nature of the products, and sketchy/collage effects to bring a sense of proximity. And, above all, meticulous animation and transitions, for an ultra-smooth rendering.
In the end, 12 countries (Europe + Asia) were seduced by the lookbook and wanted to deploy it in their markets.
Various stages followed:
Quechua New Collection - 2025
What they think
Maguy Nantermoz
Press Relations manager Quechua Communication - Decathlon
Sonia Lalaoui
Image LeaderQuechua Communication - Decathlon
How was the project initiated?
“The SS25 Lookbook was born out of a desire to sublimate our latest MH500 hiking collection and the hiking experience through a modern, immersive visual approach. It's a tool that works very well both internally and for our markets.
We wanted to create a contemporary lookbook to encourage young people to go into the mountains, by showcasing products that are both technical and aesthetically pleasing in breathtaking landscapes. The idea was to propose an uncluttered, inspiring universe, where the emotion and authenticity of the outdoors blend with the innovation, performance and style of the collection.”
How did the project address the issues raised?
“The lookbook adopts minimalist, impactful visual codes, highlighting both the products and the unique atmosphere of the mountain.
Every element has been designed to offer a fluid, immersive experience: large-format visuals, intuitive navigation and storytelling that immerses the user in the world of the collection. The combination of technical focus, outdoor visuals and meticulous design plunges us completely into a very contemporary mountain universe, and Quechua products are sublimated. It's a great success, and we're delighted with the hyper-quality rendering!”
What are your next goals?
“The official launch of the collection and lookbook will take place on April 2, so we'll be keeping a close eye on that!
We're already thinking about offering a format like this for our upcoming winter sports products. In the future, we can imagine going even further in the immersive experience by integrating new interactive formats. The aim is to continue modernizing the image of our outdoor practices by creating a bridge between exploration, aesthetics and innovation.”