Rooms
Fashion
Brand Identity
Activation
Digital
The Challenge
Es Racó d'Artá is not a hotel, but a destination. If you want to go on a trip, you look for a HOTEL. If you want to live an experience, you look for a DESTINATION. How do we transmit the essence of Es Racó through a digital experience?
Digital vs. physical
So we began to study what differentiated a digital experience from a physical experience, to see what barriers we might encounter.
And we discovered some very interesting things: A web has no depth, it is limited to a 2D plane. A website cannot be bitten. This limits the multisensory experience that is lived in Es Racó. You can't "be" on a website.
On a web site navigation is limited and the experience is EQUAL for everyone.
From here, we developed different levers that helped us to blur the barriers between the physical and the digital.
Alternative gameplay
We invite the user to get lost in corners of the web that are kept in the background. In this way, in addition to having a more direct navigation through a CTA that always invites you to make your reservation, we have a second plane of hidden details as a pop-up that allow the user to get lost and get into Es Racó, so that the experience can be completely different for each user.
Non two-dimensionality
Wedeveloped a website where navigation is not strictly vertical scroll and creating a depth effect that brings us closer to reality through different dimensions. To do this, we alternate in some sections of the web a horizontal scroll as opposed to vertical.
Interaction first and foremost
Througha living and dynamic website that, like the environment, changes with it. To do this we created an interactive map that, depending on the time of day when you access the web, behaves in one way or another and shows us what things are happening at that moment in Es Racó.
In addition, the web continuously shows us the temperature, date and time of the location of the property in real time, so that wherever the user is, when entering the web he/she feels as immersed as possible in the authentic Mallorcan life.
Non-immediacy
At Es Racó d'Artá we live in a different way. A way in which we appreciate the details, we connect with the authenticity of things and, with that, we enjoy the way, that's why when entering the web, we created a loading page that invites the user to take a deep breath, generating a few seconds of calm and waiting that pregispongan before starting the journey and live the digital experience of Es Racó.
