As they specified in their project description, they used products that feature the Scandinavian Minimalism. Colors played a very important role too. In fact, monochromatic and soft tones are dominating products and the website’s look.
But at the end, what really makes the website stand out are the photographies. Model’s expressions, clothes’ style, the minimalism of the environment and even the scenes showed in videos create an unique atmosphere, very similar to a sci-fi movie.