Steinway & Sons underwent a comprehensive rebranding and marketing overhaul to appeal to a wider purchasing audience. The iconic brand yearned to be seen as a lifestyle product to a new generation of music lovers and piano aficionados.
This included the rebuild of the Steinway.com web platform and the release of the Steinway Spirio high-resolution player piano — both with Williams Forrest at the helm as the technology partner.
In order to better understand the goals and objectives for a new Steinway Streaming platform, WF underwent a discovery process that included stakeholder interviews, definition of user groups and personas, a comprehensive analysis of the current site, as well as research into competitive experiences and best practices.
The primary goal of a new Steinway & Sons experience was designing a more modern and user-friendly front-end interface that was visually consistent with Steinway's existing digital design and customized for a unique, classical music-only platform.
The enhanced site and streaming music platform offers improved performance on desktop and mobile devices along improved searchability and ease of use. The design and user interface fits perfectly with Steinway's updated corporate image and adds fresh appeal for a new generation of music lovers.
