Studio Archetype develops innovative on-line shopping site for Time Warner: www.dreamshop.com.SAN FRANCISCO--(BUSINESS WIRE)--Oct. 29, 1996--With the objective of taking interactive shopping to the next level, Time Warner Time Warner Inc. (NYSE: TWX), formerly known as AOL Time Warner, is the world's largest media and entertainment conglomerate headquartered in New York City, with major operations in film, television, publishing, Internet service and telecommunications. engaged Studio Archetype archetype (är`kĭtīp') [Gr. arch=first, typos=mold], term whose earlier meaning, "original model," or "prototype," has been enlarged by C. G. Jung and by several contemporary literary critics. to develop DreamShop, a state-of-the-art, multi-merchant shopping environment for the World Wide Web. DreamShop enables on-line shoppers to puruse and purchase merchandise from up-scale stores, including The Sharper Image, Williams-Sonoma, Spiegel, and Eddie Bauer Eddie Bauer (NASDAQ: EBHI) is a clothing store chain. Headquartered in Bellevue, Washington, and a subsidiary of Eddie Bauer Holdings (formerly Spiegel, Inc.), the company was founded in Seattle in 1920 as "Eddie Bauer's Sport Shop" by its namesake, Eddie Bauer (1899 – . Studio Archetype played an integral role in several aspects of DreamShop's creation. In addition to the strategic branding work, Studio Archetype designed the site's information architecture, and its graphical user interface graphical user interface (GUI) Computer display format that allows the user to select commands, call up files, start programs, and do other routine tasks by using a mouse to point to pictorial symbols (icons) or lists of menu choices on the screen as opposed to having to (GUI (Graphical User Interface) A graphics-based user interface that incorporates movable windows, icons and a mouse. The ability to resize application windows and change style and size of fonts are the significant advantages of a GUI vs. a character-based interface. ). The site posed an interesting challenge for Studio Archetype in terms of architecting the user experience and transactional capabilities. "DreamShop is like a mall without walls," said Jennifer Carney car·ney n. Informal Variant of carny. , VP of Time Warner's Digital Marketing Group. "It allows users to select merchandise from several stores and then complete all of their transactions in one checkout procedure." DreamShop also represented a unique branding challenge with the goal of presenting a distinct identity for the site, while maintaining the strong, independent identities of the participating merchants. "It was critical to create clear branding messages that identified the individual stores, while embracing them all in DreamShop's strong, cohesive identity," said Judith Romero, Executive Producer at Studio Archetype. In designing DreamShop, accomodating several merchants also meant handling a variety of information types. The site's extensibility requirements called for delivering a vast amount of updatable product and pricing information. Studio Archetype created a series of templates to facilitate this updating, while maintaining the delicate branding guidelines guidelines, n.pl a set of standards, criteria, or specifications to be used or followed in the performance of certain tasks. throughout. "Given the complexity of DreamShop," said Carney, "Studio Archetype did an excellent job of not only completing the project, but innovating every step of the way." Studio Archetype, Inc., formerly Clement Mok Clement Mok is a designer, software publisher/developer, author, and design patent holder. He has founded several design-related businesses — Studio Archetype (acquired by Sapient), CMCD and NetObjects, Inc.. From 1998 until 2001, he was Chief Creative Officer of Sapient. designs, is an acknowledged leader in the areas of corporate identity development, information architecture, and interactive design. Studio Archetype's client list includes many from the Fortune 500 as well as emerging companies that are developing revolutionary products and services. Studio Archetype specializes in serving clients who are at the convergence of the technology, entertainment, and consumer markets and who are integrating innovative technologies into their businesses. CONTACT: For Studio Archetype Nancy Raff, 415/837-0272 NERaff@aol.com or Kratz & Company, Inc. (for Time Warner) Mike Clifford, 212/979-2700 212/979-2869 (fax) |
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