Pop Vulture

Buyer Be Wowed: Online Shop Pours On the Whimsy

Sunday, January 20, 2008

There isn't a lot of originality when it comes to the design of online stores. Most just stick to the tried-and-true multi-column format exemplified by Internet giant Amazon.com. Maybe that's why the animation that advertises the opening of Dutch retailer Hema's new online store ( http://producten.hema.nl) is such a gas. On it, a falling cup initiates a Rube Goldbergian chain reaction of unruly products that eventually results in a confetti explosion and an announcement of the retailer's new shopping options.

Hema is sort of the Netherlands' answer to Target, though stocked almost entirely with its own brands. But you need not have wandered the aisles of a brick-and-mortar Hema amid hordes of towheaded Dutch children to get a kick out of this products page run amok. Even if you have no intention of buying anything, the animated silliness is worth a visit.

-- Justin Rude

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