Overview
INDEPENDENT PROJECT · CREATIVE DIRECTION & DESIGN
Maison Vérant is a fictional watchmaker from Genève. I invented the brand to explore how far a scroll-driven 3D experience can carry a luxury product online, from first idea to a live site. I directed every decision and built it with an AI coding agent (Claude Code) over seven rounds of feedback.
THE CHALLENGE
A watch sells on details you can't touch through a screen. The site had to make the craftsmanship visible, feel premium on a phone as much as on a desktop, and still load fast and read clearly.
THE DECISION
Show the watch being built. The site opens on the finished watch, dives through its crown, takes the movement apart, rebuilds it piece by piece, and lands on the dial at ten past ten.
PRODUCTION
Every part, from the gears and bridges to the guilloché dial, is generated in code, so there is no 3D model to buy and the files stay light. One watch model dresses all six pieces of the collection by swapping straps, bracelets and a diamond bezel. Colours, type, motion and spacing run through design tokens, which made a full light theme possible in a single round.
ITERATION
The first hero was a line drawing of a watch. It looked refined but didn't sell the product, so it became a product shot matched to a reference. Stacking the collection cards meant rebuilding the 3D so each card renders its own watch. Each round became a rule for the next.
Creative Direction
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Design
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Vibe coding
2026
Result
A live website with a 3D scroll story, a six-piece collection, a light and a dark theme, and a design-token system behind every colour, font and animation.
Why it matters:
A site like this usually needs a 3D artist, a front-end developer and weeks of back and forth between them. Here one designer directed it end to end and saw each idea working in the browser the same day. In real work, that means testing an interactive concept before a client signs off on it, not after. AI writes the code, but the brief, the references, the taste and every decision about what to cut still come from the designer.
Components
Pages
