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Tai Ping Carpets website goes online
08
May '09
Tai Ping Carpets, a multinational market leader in custom rugs, launched its new website to the public this morning, confirmed Chief Marketing Officer, Simone Rothman. The site is what Rothman calls "a digital equivalent to a Tai Ping Carpet: impeccably designed and proficiently executed." In a fusion of style and content, the site showcases a company history, information on Tai Ping collections, manufacturing details, and never-before-seen photography.

The website opens with an animated illustration of Tai Ping's recognisable insignia -- a stylized tent -- before giving way to a screen carpeted in the Chinese characters that represent the brand name (Tai Ping translates literally as "Great Peace").

More than just an information hub, the site aims to be an effective online showcase for a brand whose identity -- from carpet collections to gallery-like showrooms -- stands for a fashion-forward aesthetic, a luxury sensibility, and a passion for contemporary design. Under the supervision of Tai Ping's marketing team, the German creative firm KMS was commissioned to design and execute the website. The project took one year to complete, and incorporates animation, video, and traditional Chinese music.

Simone Rothman: "Tai Ping's website is a crucial tool... an extension of our brand," she said. "We are a company with a presence in 100 countries; the site needed to articulate what unites us, from the design atelier to the factory to the corporate headquarters. Even more importantly, we wanted to offer a tool that inspires our clients. Building this site was an invaluable exercise in defining exactly what Tai Ping is as a brand and how it can best serve the design community."

Tai Ping took a new approach to the organization and navigation of the website. A repository of a vast array of information, the Tai Ping website is configured to be searched by practice area (residences, boutique hotels, casinos, retail, and yachts and jets). Each category is a point of entry from which the visitor can access industry overviews, information about relevant Tai Ping collections, and photography portfolios.

Where appropriate, client information is also made available, allowing visitors to view a list of Tai Ping's clientele, including Marriott, Peninsula, Fairmont, Four Seasons, Van Cleef & Arpels, Lancel, Barney's and Prada.

As a resource for industry mavens, designs can be viewed large scale, with corresponding name and fibre composition. The site also hosts a wealth of company information, and is rounded out by a newly produced video shot in New York, Paris, Hong Kong, and Nanhai.

"Tai Ping makes a truly exceptional product, and we wanted nothing less for Tai Ping online," said James Kaplan, CEO. "By putting design and service first, as always, we hope we have achieved it."

Tai Ping Carpets


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