Breville: Breaking eCommerce Barriers with 3D Graphics

Avenue A | Razorfish is proud to announce the release of Concept to Kitchen for Breville, a maker of high-end kitchen appliances. The site, which we believe reflects the future of eCommerce, allows consumers to create their own custom kitchens, try out Breville’s appliances and take gorgeously rendered 3-D product tours.

Until recently, eCommerce experiences have failed to evolve past digital replicas of product catalogs that clutter our physical mailboxes. It’s simply been point-click, add-to-cart, etc. Few sites have actually tapped the power of rich motion graphics or 3D to enable consumers to experience the product online. The Concept to Kitchen does just — consumers can now stage the product to get a sense of size and scale *and* get a rich product overview, via our 3D motion graphics, that goes well beyond any ecommerce experience and, in many ways, offline retail.

We are immensely proud of this work and think it ranks with Amazon’s Search Inside feature and the Gap’s AJAX Shopping Cart as a true eCommerce innovation. Watch for high-end retailers and other like-minded brands to follow suit.

Huge kudos to the team, including Christopher Follett (Exec Creative Director) and Parker Paul (Motion Graphics).