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Collezione Crema


Collezione Crema is a family collection of Italian art from the 1950s and 60s, curated by Mario and Margherita Crema.

The collection is housed in a cosy museum in the Italian countryside, owned by a family friend of the collectors, and tells the story of Italy during that specific time period, where the economy was booming and much dialogue existed surrounding the art of the time.

The Cremas' grandson wished to create an simple online window to give viewers a feel for the collection. He wanted the website to visually communicate the themes of the collection, to put the collection into context, and to tell the collection's story in a nutshell for people hearing of it for the first time.

It was to be aimed at students in London applying for a scholarship to go and visit the collection, art professionals, and anyone with a broader interest in Italian or modern art, both in the UK and in Italy.


The website's design was to be representative of the collection itself: simple, stylish, and unpretentious.

The typeface Cloud light was used throughout. Its thin letterforms gave the text a weightless feel on the page whilst lending the images greater visual importance. Its subtle curvatures gave the font a contemporary and aesthetically pleasing quality.

A timeless palette of achromatic tones was used consistently throughout, allowing the colours in each piece of artwork to take precedence on the page.

The information was laid out like a story; on mobile, the user scrolls through the sections, learning about the history and experiencing pieces of the artwork in the collection.

On desktop, the layout was divided into two halves like a physical book, with scrolling initiating page transitions between each section. A vertical line down the centre of the page denotes how far through the site the user currently is.


Using AngularJS 4 and Typescript, Collezione Crema's online presence was created as a single page web application. This was done to prevent the page from reloading when navigating through the site, even when switching languages, and permitted the use of animated page transitions, resulting in a more seamless and immersive user experience.

The layout was created using a flexbox-based 3-row 2-column grid, to allow for vertical centring and dividing the screen in half. Sass variables and mixins were used to implement the colour palette and breakpoints respectively.

Finally, the content was asynchronously retrieved as JSON from the WordPress backend using the CMS's REST API.

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