Abercrombie & Kent

Go beyond the ordinary with Abercrombie & Kent's luxury travel website.

Pioneering tailor-made and luxury holidays since 1962, Abercrombie & Kent have a wealth of knowledge of exotic locations and in crafting beautiful and bespoke travel experiences.

We continued our long-term partnership with A&K following the decision to develop a new website in early 2015. Working collaboratively to design a striking website that highlights both the outstanding imagery and travel products, as well as meeting brand guidelines and requirements, the resulting website is a highly visual experience.

In early 2016, data insights identified frustrations by users with the current search offering. We worked with A&K to refine and expand the way search was presented on the website through the implementation of Algolia.

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Users can browse the content from the homepage, featuring magazine-style curated content around the current month's theme, or explore the vast range of regions and countries that A&K travel to in the destinations section.
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Each journey has a star allowing the My A&K user to save a journey to their favourites and curate their own shortlist within their account dashboard. The combination of a refined and comprehensive search, and the My A&K wish list results in a highly personalised experience for the user.

We replaced Google Custom Search with Algolia to deliver users of the A&K website a beautiful, responsive and immersive search experience, allowing them to surface and discover a range of content quickly, easily and in real-time after every keystroke.

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The development of the ‘My A&K’ account was a new feature for this website and required consideration of a sub-brand with a complementary tone of voice and a design execution that reinforced the exclusivity and luxury of the A&K journeys. With refined typography atop a treated image of the A&K private jet, the identity of the sub-brand nods to the glamorous early era of air travel.

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