Taking the extraordinary online

JNcQUOI restaurant with dragon
  • Creative Direction
  • Information Architecture
  • UX
  • UI
  • Technology

Completing the customer journey

To walk into a JNcQUOI space is to experience an enchanting, innovative blend of fashion, hospitality and lifestyle like no other. Based in Lisbon, the Amorim Luxury Group has created a series of unique open spaces that bring together contemporary artisan dining, luxury fashion boutiques, gourmet deli bars and more for customers to eat, drink, shop and live, all in one place.

From open fashion retail areas to intimate restaurant rooms, every element is designed with a wellness and beauty agenda in mind. A series of luxury destinations offering a dramatic, breathtaking and social-driven atmosphere fused with glittering approachability and informal functionality.

However, JNcQUOI lacked a coherent online presence to match such an extraordinary set of offerings and wanted a single unified digital platform that would capture and promote its pioneering venues.

After failing to source a suitable creative agency locally, the brand cast its net globally before partnering with Studio Célibataire because of our experience servicing luxury retail brands including Harrods and By Terry. Our brief was not only to reflect the brand’s lifestyle and values but critically, to optimise customer experiences by introducing online table booking to replace the company’s outdated email system.


Célibataire's solution

Our vision for the website was inspired by the rich, maximalist designs of the restaurants’ aesthetics with imagery showcasing JNcQUOI’s unique, beautiful and arresting architecture and interiors designed by Lázaro Rosa-Violán. From the striking dinosaur skeleton that towers over diners in the Avenida restaurant through to the recreation of the bustling streets of Tokyo on the Asia terrace, we produced a series of image-rich pages juxtaposed with minimalist text in the editorial serif typeface. The latter has now been adopted as the brand’s signature typeface.

This combination of visuals and text brings the luxury of the JNcQUOI experience to life in digital form, designed to capture the imaginations of curious online users new to the brand as well as promote in-venue events and new menu additions to existing customers. Crucially, we also addressed the client’s e-commerce requirements with table booking featured on the homepage as well as the ability to download digital food and wine menus.

To aid self-service development moving forward, we adopted a practical modular approach to the site’s infrastructure. This enabled JNcQUOI to add pages within the content management system when new offerings or fixtures were introduced to its existing venues. It also allowed the client to create additional subpages to market new venues as they were built.

Woman eating oysters
Woman eating oysters

To guarantee the new digital platform operated seamlessly, all website elements and e-commerce functionality were tested extensively for usability, efficiency and reliability during the production process and rollout. Full post-live support and maintenance were also provided to iterate the platform’s design further.

This end-to-end approach ensured JNcQUOI could rely on its new website from day one, enabling the brand to focus exclusively on what it excels at: Developing its already incredible experiences further while expanding its portfolio of venues with new restaurants and now hotels.


The results

The final digital experience encapsulates the spirit and offerings of the exceptional JNcQUOI brand. It has also helped the lifestyle innovator to stand shoulder to shoulder with its peers while deepening its credibility across the industry.

Most importantly, the website has created a complete end-to-end experience for customers. They can now navigate to the site, browse the offerings and book a table effortlessly – before stepping into a new world when they finally cross the threshold into one of JNcQUOI’s truly unforgettable spaces.

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