User experience is something I’ve been focusing on lately. One trend I’ve noticed is a step away from efficiency in order to build a more immersive and artful user experience. This site for Italian wine make I Buongiorno is a good example. Beautifully crafted with a very spare, graphic look and an immersive piano soundtrack, it has a funky global nav that controls a parallax animation through the stories of the companies wines. I could explore this all day and feel happy.