The Brief
This is an Integration 3 DEVINE project for Fashion Museum Antwerp, known better as MoMu.
Excerpt from the official briefing:
As the kickoff for their new digital marketing plan, MoMu wants to focus initially on a series of stories and history, but with a heavy emphasis on storytelling and user experience. They aim to use these interactive stories as a tool to:
- Excite people about their visit by teaching them something beforehand, as they are also a knowledge center.
- Attract visitors who haven’t yet added MoMu to their wish list.
- Get to know some background on fashion. So the museum can offer valuable content to anybody who is interested in fashion or wants to get to know the museum.
You, as a Deviner will tell these stories, transforming them from static narratives into immersive, interactive experiences through contemporary design. So you are responsible for creating this interactive online experience.
Each story should
- visually align with the designer’s narrative,
- resonate with the target audience, and
- connect with the client.
The Concept
MoMu aims to create an online experience through an interactive story, immersing the reader in a sensory interactive experience.
They are addressing you as Deviner to transform the story of a fashion designer into a contemporary design and offer a digital experience. Your translation should therefore add value to the existing texts/stories and include interactivity.
Every 2 months, one of these stories will be published in the form of a one-pager. The website will feature 6 stories at the end of the year (6 one-pagers), and you will design one of them. Each story will have a unique look and feel that aligns with its specific topic. These one-pagers are linked to each other, so people will be able to explore the other previous pages or see what is coming up. You’ve been given the task of creating the first story.
Choose Your Designer
You may choose one of these designers to focus on:
- Walter Van Beirendonk <- My choice :)
- Christian Dior
- Dirk Bikkembergs
The Process
We had a week to pitch the concept of our one-pager, after some research. It was basically full-speed ahead from the briefing. I had already deployed my template page within the first week on GitHub pages.
Research & Planning
This is a 3-week-long project from briefing to end result. As such, most of the research is desk (online) research.
- A physical visit to MoMu Antwerp to get the lay of the place and visitors
- Desk research on MoMu
- Desk research on designer, Walter Van Beirendonck
- Research on inspirations for site design on the usual suspects: awwwards, inspo.page, pinterest, muzli, …
Design Phase
- Storyboarding: Sketched out the flow of the site manually
- Visual Design: Developed the elements of the site with Figma, Adobe Photoshop and Adobe Illustrator.
- Illustrations: Base vector illustrations made in Figma, occasionally refined in Illustrator. Images refined in Photoshop.
Most of the design phase was continuous. As I continued with parts of the site, I changed the design according to what feels best that still was within my concept.
Development Phase
- Built responsive front-end with semantic HTML and CSS
- Special interactions (games/customizer) with JavaScript
- Animations with GSAP
- Continuous deployment with GitHub Pages
- Copilot agent on VSCode as assistant
Technical Details
- Frontend: HTML5, CSS3, JavaScript, Vite
- Design Tools: Figma, Adobe Illustrator, Adobe Photoshop
- Timeline: Winter 2026 (05/01/2026 - 25/01/2026)
- Role: Solo designer and developer
The Challenge
This was basically uncharted territory for me in terms of content. For more of the struggles, read my blog post Integration 3
Reflections
If I were to revisit this project, here’s what I would do!
- Add more interactions. I have quite a few I wanted to go with!
- Make ALL images responsive
- Add GSAP effects, especially a better side-scroll one that’s not just for mobile responsiveness’ sake
- Add some ambient sounds and sound effects
Experience it yourself: Visit DECODING W.A.L.T. →