Case Study
A maison’s world, brought to life and shoppable in every market.
Overview
Stefano Ricci is a maison that embodies Made in Italy luxury around the world, and image is its first source of recognition and its strongest aspirational lever: the collections come to life in signature photo reportages shot in artistic, natural and archaeological settings. Stefano Ricci set C22 a clear challenge: turn its e-commerce site into the brand’s story, making the product more desirable and supporting sales.
The brief was to give the maison’s team full editorial autonomy over an extensive catalogue, with the reassurance of a system designed to absorb every change without losing visual consistency or continuity in the user experience from one page to the next. The goal was to combine maximum flexibility with the recognisability and efficiency a luxury brand demands.
C22 designed a UX/UI experience built on an Enterprise Design System and extended Salesforce Page Designer into a content management tool, which the maison’s team uses to build PLPs, editorial PDPs and narrative pages on its own. Behind this freedom sits a native Salesforce omnichannel ecosystem, multilingual and multi-currency, custom-built and integrated with the company’s systems through MuleSoft.
A 23-second video without sound. It scrolls through the desktop pages of the Stefano Ricci e-commerce: the brand’s story, products such as watches and eyewear, and product pages with models. The captions “tailored ecommerce design” and “15 moduli personalizzabili” (15 customisable modules) appear, followed by two smartphones with the caption “responsive mobile first” and the home page of the Stefano Ricci Explorer Spring Summer 2025 collection, also shown on desktop.
Editorial freedom
Client autonomy is at the heart of the project. C22 extended Salesforce Page Designer into a content management tool: a library of editorial and commerce modules that the maison’s team combines freely to create landing pages, narrative pages, PLPs and editorial PDPs, without writing code or relying on technical support.
That flexibility, however, has clear boundaries. Every module stems from the design system and carries its own rules on layout, hierarchy, image proportions and responsive behaviour. The client can customise every page in depth within limits that protect it: visual consistency and stability rest on the rules of the system.
Rotating content thus becomes an everyday task, even at the most delicate moments, from a collection launch to the sales, through to the weeks of Pitti Uomo, when the digital storefront has to change often and quickly.
The brand story
Stefano Ricci Explorer is the project through which the maison takes its collections to artistic, natural and archaeological settings around the world, captured by internationally renowned photographers. A heritage of images that is an integral part of the brand’s identity.
C22 rebuilt the Explorer website from the ground up, handling its UX/UI and development, and aligned its communication and imagery with the e-commerce site. The approach is photographic and editorial: images take centre stage and the garments live immersed in the landscapes and their atmospheres.
Editorial spaces are often kept apart from the shop. Explorer, by contrast, shares the same visual language and the same management tool, Page Designer, with the online store. The story builds desire and guides the customer from lifestyle to product, with no break between inspiration and purchase.
Design system
The design system translates Stefano Ricci’s craftsmanship into a consistent digital language: clear hierarchies, images in the foreground and micro-interactions that support product discovery without distracting from the experience.
It is the same system that powers the Page Designer modules. Every component designed for the interface is also an editorial tool in the client’s hands: design and content evolve together, keeping the same consistency across the whole catalogue.
An integrated architecture
Behind the experience sits a composable, omnichannel, Salesforce-native architecture, with MuleSoft at the heart of the integration. E-commerce, customer care and marketing automation do not live as separate environments: they share customer data, orders and interactions in real time and are connected to the downstream business systems, such as ERP, PIM and in-store tills.
Every action on the site immediately feeds marketing segments and customer service priorities, while the API-led approach makes it possible to introduce new channels and services without rewriting existing integrations, keeping maintenance costs down over time.
Why C22
For a brand that lives on images, storytelling and commerce need to speak the same language. C22 designed a system in which editorial content and sales share the same tools, and in which the client’s freedom is protected by the rules of the design system.
The value of the Stefano Ricci project lies in this balance: giving the maison full autonomy within clear rules, and making the online store a tool for both communication and sales. It is a method suited to any brand for which image is part of the product.
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