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One Direction Fragrances

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Producing a site for the biggest band in the world isn't something you get to do every day! One Direction are nothing short of a global phenomenon and as such, their newest fragrance 'You & I' needed an amazing interactive, responsive experience for the legions of fans of the band to check out every detail of the product and campaign in all of their combined glory. We were also adding the ability to purchase, with the plan being to offer a slick checkout process that would help users to get through the purchase process as simply as possible.


In order to provide a scalable and easy to manage site - we selected Drupal 7 as a platform and used it to develop a fully responsive eCommerce store that also provides a multitude of exclusive content for fans of the band. It was important to everyone involved on the project that this wasn't just an eCommerce store that didn't give anything back for the fans, in order to combat this, we worked to develop areas that showed never seen before content in an exciting way that would allow Directioners to engage with the band online as they never had before.

The job didn't stop with the glossy front end experience - we developed full integrations with payment & CRM and built a bespoke fulfilment interface for the warehouse team to use to get the orders out and into the hands of Directioners around the world.

User generated content (UGC) is given pride of place within the site in the #1DFRAGRANCE section where we automatically collate all the best content that uses the dedicated hashtag from Twitter, Instagram & Facebook, allowing the team to simply publish their favourites to the site. Keeping the fans engaged and creating more conversation around the products.

Key Features

  • Drupal 7 + Drupal Commerce
  • Exciting responsive design
  • User generated content