Studio Archetype develops innovative on-line shopping site for Time Warner: www.dreamshop.com

Business Wire, Oct 29, 1996

SAN FRANCISCO--(BUSINESS WIRE)--Oct. 29, 1996--With the objective of taking interactive shopping to the next level, Time Warner engaged Studio Archetype to develop DreamShop, a state-of-the-art, multi-merchant shopping environment for the World Wide Web.

DreamShop enables on-line shoppers to puruse and purchase merchandise from up-scale stores, including The Sharper Image, Williams-Sonoma, Spiegel, and Eddie Bauer.

Studio Archetype played an integral role in several aspects of DreamShop's creation. In addition to the strategic branding work, Studio Archetype designed the site's information architecture, and its graphical user interface (GUI).

The site posed an interesting challenge for Studio Archetype in terms of architecting the user experience and transactional capabilities. "DreamShop is like a mall without walls," said Jennifer Carney, VP of Time Warner's Digital Marketing Group. "It allows users to select merchandise from several stores and then complete all of their transactions in one checkout procedure."

DreamShop also represented a unique branding challenge with the goal of presenting a distinct identity for the site, while maintaining the strong, independent identities of the participating merchants. "It was critical to create clear branding messages that identified the individual stores, while embracing them all in DreamShop's strong, cohesive identity," said Judith Romero, Executive Producer at Studio Archetype.

In designing DreamShop, accomodating several merchants also meant handling a variety of information types. The site's extensibility requirements called for delivering a vast amount of updatable product and pricing information. Studio Archetype created a series of templates to facilitate this updating, while maintaining the delicate branding guidelines throughout.

"Given the complexity of DreamShop," said Carney, "Studio Archetype did an excellent job of not only completing the project, but innovating every step of the way."

Studio Archetype, Inc., formerly Clement Mok designs, is an acknowledged leader in the areas of corporate identity development, information architecture, and interactive design. Studio Archetype's client list includes many from the Fortune 500 as well as emerging companies that are developing revolutionary products and services. Studio Archetype specializes in serving clients who are at the convergence of the technology, entertainment, and consumer markets and who are integrating innovative technologies into their businesses.

CONTACT: For Studio Archetype

Nancy Raff, 415/837-0272

NERaff@aol.com

or

Kratz & Company, Inc. (for Time Warner)

Mike Clifford, 212/979-2700

212/979-2869 (fax)