Digital Transformation

Michelin star chef Andrew Fairlie gets website redesign

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By The Drum Team | Staff Writer

May 30, 2011 | 3 min read

Equator has launched its redesigned website for Andrew Fairlie, the two Michelin starred chef behind the prestigious Gleneagles-based Restaurant Andrew Fairlie.

“The website has been designed to take visitors on a culinary journey, allowing them an insight into the eating experience of this exclusive dining establishment, as well as providing an opportunity to get to know Andrew Fairlie the man himself,” said John McLeish, Equator’s MD.

Like the restaurant itself, the website is accessed via a discreet entrance created by a landing page of bespoke illustrations, which are subtly animated to produce a sense of unobtrusive luxury that is so much a part of the experience at Restaurant Andrew Fairlie.

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James Jefferson, creative director at Equator, said: “The beautiful styling that we have used throughout the site epitomises the ethos of Restaurant Andrew Fairlie. Rich, sumptuous photography showing the luxury and quality of every detail has been subtly interspersed with unusual and quirky animated illustrations that take this luxury brand beyond the predictable restaurant website.”

Within the main restaurant section of the site, the visitor is taken on a journey of discovery through the various menus and wines, without needing to constantly revert back to the main navigation. Instead, different sections lead on from each other.

The website also brings the chef to the fore. Visitors can travel with Fairlie to meet his suppliers and learn more about the ingredients he sources for the restaurant.

Andrew Fairlie added: "Working closely with Equator, we have realized our aim of creating a truly distinctive and richly experiential site that is also cleverly engineered to maximise SEO.

"We have a shared approach in finding elegant bespoke solutions with real attention to detail. We are proud to have created something really special that is a true evocation of our highly detailed restaurant experience."

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