AURELLE: Luxury E-Commerce with 3D Product Experience

AURELLE is a fictional luxury brand I designed and developed end-to-end to explore how far interactive e-commerce can go. The centerpiece is a scroll-driven 3D watch assembly: as the user scrolls, all 8 components of the flagship "Calibre One" automatic (case, movement with visible gearing, dial, markers, hands, bezel, sapphire dome, crown and straps) float in and assemble themselves piece by piece in real time, with staged captions and bronze particle effects.

Most luxury e-commerce sites rely on static photography and conventional product grids. I wanted to build something that made the product itself the experience, not just the thing you add to cart.

Cinematic homepage with parallax hero, word-stagger headline animations, and a draggable product carousel

Scroll-driven 3D watch showcase built in Three.js / React Three Fiber, with a WebGL fallback for older devices

Complete shop flow across 6 categories and 18 products, with detail pages, sticky purchase panels, cart and wishlist persistence

Editorial journal section, brand story, testimonials, and a custom cursor with magnetic button interactions throughout

Performance-first approach: graceful degradation on low-end hardware, optimized asset loading, responsive across all breakpoints

React, Next.js, Three.js, React Three Fiber, CSS animations, Netlify deployment. The 3D models were staged and lit to match the editorial photography style across the rest of the site.

A fully functional concept store that demonstrates how motion, 3D interaction, and editorial design can coexist in a conversion-ready e-commerce framework. The site is live and explorable.