Behind the Scenes: Creating Our New Homepage


Rue La La Topiary

We’ve picked the brains of our Creative Team to bring you the inside scoop behind our new homepage.

The vision
Create a homepage that makes Members pause (albeit briefly) in their dash to shop. Nothing too complicated – just something different, hopefully delightful, and completely Rue.

The challenge
Embody Rue’s mantra – Style. Confidence. Served with a twist. – in a single shot. The design needed to bring Members a moment of fun with an unexpected, dream-worthy image.

The inspiration
Our Creative Team is constantly concepting and brainstorming. The topiary theme came from a kind of imagined Edward Scissorhands moment – where you love something so much, you want to literally carve a statue of it. “It’s about a devotion to style and confidence that’s so strong, you actually make a monument to it,” says Creative Director Amy Van Aarle.

The players
Amy, Lead Art Director Tarah Sutton, and Senior Designer KC Lee collaborated on the concept and refined the topiary vision. We then turned to Topiary Joe, an industry expert in the world of 3D sculptures and topiary creations whose work can be seen at national theme parks and royal residences. Topiary Joe transformed the vision into a reality – a green, bushy, 10-foot-tall reality. And finally, Rue’s Lead Photographers Damon Vrettos and Jeff Bartlett composed the shot.

The setting
Green Animals Topiary Garden is set among the Newport Mansions in Rhode Island, a stunning 250-year-old stretch of historic homes, gardens, and parks. Here, at the oldest topiary garden in the United States, life-sized animal-shaped topiaries, lush gardens, and fruit trees fill the sprawling country estate. We thought our Rue La La creation would feel right at home.

The scene
The dirt-covered Rue crew carried the 100-pound topiary around against the backdrop of the Victorian estate and a playground of green animals.

The outcome
You tell us – take a look and let us know what you think! And we’d love to know what else you’d like to see on our homepage. No answer is too crazy – Amy mentioned that she’d love something over-the-top like a real Rue La La tattoo.

October 26, 2010