As many can attest, launching a website can seem like an insurmountable task. Add in a product that doesn’t translate in 2D and then the fun really begins. For Paris-based fine jewelry designer Elie Top, who converted his costume jewelry collection two-and-a-half years ago to a full high jewelry collection, how to best display his articulated pieces online was tricky. “It was the big problem and challenge. Explaining them without having the pieces in your hands was hard because of the moving parts; they open and close, for instance.” Top worked with Francis Edelin of Havas Media to create an interactive 3D world for each of the different collections housed on his site: Étoile Mystérieuses, Mécaniques Célestes, and Cosmogonie Secrète, the latest collection from Top, each with a unique, game-like feel.
Top’s work has always had a certain fascination with the universe and planetary systems. This latest collection, inspired by the signs of the zodiac, aligns with his aesthetic. Though Top looked deeper than the 12 traditional zodiac signs to ancient Medieval and Greek mythology to express the elements in each sign—fire, water, air, and earth. He adds layers of colors, animals, and seasons represented in the jewelry for a complex and detail-rich piece of jewelry full of symbolism that flips over from side to side. Once selecting a sign by clicking on the interactive customization feature that depicts the different astrological symbols, it activates the selection to show the viewer a finished product. The completed piece can then be rotated by using a slide view tool, showing all angles of the piece.