Mammut Digital Flagship Store
The Swiss premium outdoor brand, Mammut assigned Build in Amsterdam, Powered by Front Row to revamp their .com entirely. From design to development, through intense collaboration and a shared vision on quality, we launched their new digital flagship store in March 2021. We've been collaborating on optimizing and innovating the platform ever since.
Challenge
Mammut's product range is vast and deeply technical. Every jacket, rope and pair of boots is engineered with its own specific purpose. Translating that complexity online risked one of two outcomes: an overwhelming wall of specs, or a generic shopping experience that flattened what made each product special. On top of that, Mammut's previous site lacked the emotional pull to match the brand's premium positioning and any new platform needed to be accessible, fast and built to support a growing stream of campaign activity without fragmenting the brand.
Objectives
The objective was to build a digital flagship that could do justice to both sides of Mammut: the technical precision behind every product and the emotional pull of the mountains that inspire them. That meant creating a platform that could present complex products clearly and distinctively, guide visitors to the right gear as confidently as in-store staff would and support ongoing campaigns. All while staying fast, accessible and unmistakably Mammut.
Approach
The foundation was a new creative direction for photography that moved lifestyle and product imagery toward a more emotional, story-driven experience. That direction came to life through a mobile-first, WCAG 2.1 compliant design system. It has custom PDP blocks that let each product be presented in its own distinctive way and product guidance features that are inspired by the questions Mammut's own store staff ask customers. This helps visitors find their perfect gear, fast. That same design language extends into a series of award-winning campaign sites, keeping the brand consistent while giving campaigns room to stay relevant. Editorial and commerce work hand in hand throughout, with dedicated modules that invite visitors to keep reading without losing sight of conversion. Built on Next.js, Contentful, Algolia, and a custom PIM integration, the platform was engineered to match the ambition of the design.
Recognition
- Gold Lovies for Mammut Eiger Extreme in Websites: Best Individual Editorial Experience
- Silver Lovie for Mammut.com in Websites & Mobile Sites: Best Navigation & Structure
- E-commerce Site of the Year on Awwwards for Mammut Eiger Extreme
- Site of the Day on Awwwards for Mammut.com
- Site of the Day on Awwwards for Mammut Eiger Extreme
Looking ahead
Through a fully integrated team setup, Build in Amsterdam continues to work as an extension of Mammut's own team. Building roadmaps together, identifying opportunities and shaping what's next. It's this continuous partnership that keeps the platform evolving in step with the brand.
