Metropolitan Opera Web Redesign

Description

The Metropolitan Opera needed to attract a new generation of opera fans with a new, responsive digital platform. Redesigning their site to highlight the drama of the opera, we created an immersive online platform for entering the world of opera. Like the front of house, white is used for information, while black is used for “lights-down” experiences. The new MetOpera.org was hailed as “one of the turning points in our quest for new audiences” by the general manager of the Met, Peter Gelb.

Statement of the jury

The Metropolitan Opera’s website impeccably plays on the contrast between light and dark and uses large images and striking scenes – thus creating an evocative atmosphere that both young and old are bound to find irresistible.