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Do I know your name?

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How do you arrange your wares on a website so that potential punters can best scan them?

Some, like Milan-based practice Lissoni Associati (spotted by Eric Morehouse, blogger of Eye Candy) give you the choice of building types: apartments, factories, hotels and resorts, showrooms, boats etc. But a lot of architectural websites give you a choice of projects by name like, say, '39 Spring Street' or 'Mainstreet, Binglingham' . Hold on there. Do I know you? Naturally you do. But rather a lot of people surfing your site don't and '39 Spring Street' means as much to them as quantum physics does to a cat...

Oddly enough Lissoni's site does use client names when it comes to its industrial design and graphics projects. That's because they are names like Alessi, Flos, Fritz Hansen, Kartel etc. But back with Lissoni's architecture, once you have clicked on a category, say 'showrooms', you get a big image sans explanation. For want of anything better to do you click on it and it instantly changes (no rubbish little 'just loading' clocks or slide shows here) to another image and, following another click, to another. Not a word. Just images. And not necessarily of the same showroom. Here's a model for emulation by young practices with little track record. The other trick they could do well follow is to do their 'Philosophy' section in a foreign language.

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