The brand of Gucci, as one of the world's premier fashion houses, is built on the quality of its luxury goods. The challenge for Method, when it designed Gucci's website, was to capture that same quality and the allure of those beautiful physical objects in the virtual space of the web. To do that, Method took advantage of a second pervasive Gucci touchpoint: its product photography. This photography, as viewed in fashion magazines and other outlets, is an incredibly powerful brand asset. Rather than create another interpretation of Gucci's brand for the web, Method used that photography as the visual centerpiece of the site. A neutral, minimal interface, with added menus and informational text, keeps the focus on the photos, while lending a new look to the site with each new season and campaign. The graphic design and the Flash-based interaction of the new site exemplified the attributes of all Gucci experiences: light, space, and drama.