{"id":3238,"date":"2026-06-28T21:05:56","date_gmt":"2026-06-28T19:05:56","guid":{"rendered":"https:\/\/minuitdorsay.com\/?p=3238"},"modified":"2026-09-29T14:08:15","modified_gmt":"2026-09-29T12:08:15","slug":"ce-que-londres-ma-appris-sur-le-design","status":"publish","type":"post","link":"https:\/\/minuitdorsay.com\/en\/ce-que-londres-ma-appris-sur-le-design\/","title":{"rendered":"Ce que Londres m\u2019a appris sur le design"},"content":{"rendered":"

\u00c0 Londres, je photographie beaucoup plus de devantures, de menus et de librairies que de monuments. Mon t\u00e9l\u00e9phone est rempli d\u2019enseignes prises de travers, de cartes de restaurant, de couvertures de livres et de vitrines que je voulais simplement garder quelque part.<\/p>\n\n\n\n

Ce n\u2019est pas parce que tout y est mieux dessin\u00e9 qu\u2019ailleurs. Ce qui m\u2019int\u00e9resse, c\u2019est qu\u2019un lieu peut \u00eatre tr\u00e8s simple et pourtant imm\u00e9diatement identifiable. Un caf\u00e9 peut avoir une fa\u00e7ade presque banale, mais un menu, un choix de couleur ou une typographie qui vous fait vous arr\u00eater.<\/p>\n\n\n\n

Le premier d\u00e9tail que j\u2019ai gard\u00e9 : les fa\u00e7ades<\/h2>\n\n\n\n

Shoreditch Arts Club est un bon exemple. La premi\u00e8re chose que j\u2019en ai retenue n\u2019est pas une campagne compliqu\u00e9e : c\u2019est une fa\u00e7ade bleu nuit, un nom en blanc et tr\u00e8s peu d\u2019\u00e9l\u00e9ments autour.<\/p>\n\n\n\n

Je l\u2019ai photographi\u00e9e parce que \u00e7a fonctionnait imm\u00e9diatement. Pas besoin d\u2019un grand discours. On comprend qu\u2019il y a un parti pris, et la fa\u00e7ade n\u2019essaie pas de devenir plus importante que le lieu.<\/p>\n\n\n\n

\u00c7a me rappelle ce que j\u2019aimais d\u00e9j\u00e0 chez American Apparel : quand peu d\u2019\u00e9l\u00e9ments sont utilis\u00e9s, chacun devient beaucoup plus visible. J\u2019en parle davantage dans mon article sur American Apparel et Helvetica<\/a>.<\/p>\n\n\n\n

\u00c0 Londres, un menu peut m\u2019int\u00e9resser autant qu\u2019un logo<\/h2>\n\n\n\n

Je regarde \u00e9norm\u00e9ment les supports qui vivent r\u00e9ellement avec les clients : un menu pos\u00e9 sur une table, une carte de fid\u00e9lit\u00e9, une enseigne, un sac, un ticket, un petit panneau dans l\u2019entr\u00e9e.<\/p>\n\n\n\n

C\u2019est l\u00e0 qu\u2019on voit si l\u2019identit\u00e9 tient. Un tr\u00e8s beau logo ne sert pas \u00e0 grand-chose si le menu semble venir d\u2019un autre restaurant et si le site utilise encore une troisi\u00e8me fa\u00e7on de parler.<\/p>\n\n\n\n

Pour un h\u00f4tel ou un restaurant, ces d\u00e9tails sont particuli\u00e8rement importants parce qu\u2019on les rencontre avant, pendant et apr\u00e8s la visite. On peut d\u00e9couvrir le lieu sur Instagram, r\u00e9server sur le site, tenir le menu dans ses mains puis repartir avec une carte. Tout cela devrait appartenir au m\u00eame endroit.<\/p>\n\n\n\n

Ce que Londres m\u2019a surtout appris : regarder avant de dessiner<\/h2>\n\n\n\n

Je ne reviens pas d\u2019un voyage avec l\u2019envie de faire \u00ab un site londonien \u00bb. \u00c7a ne m\u2019int\u00e9resse pas. Ce que je ram\u00e8ne, ce sont des solutions : une taille de texte, une mani\u00e8re de laisser une photo presque seule, un contraste un peu \u00e9trange, une enseigne trop grande, un papier tr\u00e8s fin.<\/p>\n\n\n\n

Ces choses restent parfois des mois dans mon t\u00e9l\u00e9phone avant de servir. Et souvent, elles ne sont jamais reprises telles quelles. Elles modifient simplement mon regard.<\/p>\n\n\n\n

C\u2019est aussi pour cette raison que je pr\u00e9f\u00e8re commencer un projet en regardant beaucoup de mati\u00e8re : le lieu, les photos, les anciens supports, les r\u00e9seaux, ce que le client aime garder et ce qu\u2019il n\u2019a plus envie de voir.<\/p>\n\n\n\n

Les meilleures id\u00e9es ne viennent pas toujours d\u2019un site web<\/h2>\n\n\n\n

Pour concevoir un site de restaurant, je peux \u00eatre plus int\u00e9ress\u00e9e par une carte imprim\u00e9e que par dix sites de concurrents. Pour une marque de mode, une campagne ou une \u00e9tiquette peut me donner davantage d\u2019informations qu\u2019un benchmark entier.<\/p>\n\n\n\n

Regarder uniquement d\u2019autres sites finit vite par produire des sites qui se ressemblent tous. Regarder le vrai projet \u2014 ses objets, ses images, son espace, sa mani\u00e8re de parler \u2014 donne beaucoup plus de mati\u00e8re.<\/p>\n\n\n\n

Et le web dans tout \u00e7a ?<\/h2>\n\n\n\n

Le site doit reprendre ce que le lieu ou la marque a d\u00e9j\u00e0 de reconnaissable, puis l\u2019organiser pour un \u00e9cran. Pas reproduire litt\u00e9ralement une carte de menu ou une fa\u00e7ade, mais conserver le m\u00eame niveau de pr\u00e9cision.<\/p>\n\n\n\n

C\u2019est quelque chose que j\u2019ai pu mettre en pratique sur Le Change<\/a> : partir du restaurant, de ses couleurs, de ses supports et de sa fa\u00e7on de recevoir les clients avant de penser au site comme un objet s\u00e9par\u00e9.<\/p>\n\n\n\n

Pourquoi Londres reste importante dans mon travail<\/h2>\n\n\n\n

Paris reste le centre de Minuit d\u2019Orsay. Londres, elle, reste un endroit o\u00f9 je vais regarder, rencontrer, photographier et prendre des notes. Les deux villes n\u2019ont pas besoin de produire la m\u00eame esth\u00e9tique pour nourrir le m\u00eame travail.<\/p>\n\n\n\n

Si vous \u00eates bas\u00e9 \u00e0 Londres ou travaillez entre les deux villes, j\u2019explique plus concr\u00e8tement ma mani\u00e8re de travailler dans cet article sur le webdesign \u00e0 Londres<\/a>.<\/p>","protected":false},"excerpt":{"rendered":"

\u00c0 Londres, je photographie davantage les menus, les enseignes et les librairies que les monuments. Voici ce que ces d\u00e9tails ont chang\u00e9 dans ma fa\u00e7on de concevoir un site.<\/p>","protected":false},"author":2,"featured_media":3239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31],"tags":[15,18,27,23,14,33,20,22,35,34,19,16,26,71,69],"class_list":["post-3238","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-journal","tag-branding","tag-direction-artistique","tag-graphiste-londres","tag-hampstead","tag-identite-visuelle","tag-inspiration","tag-minuit-dorsay","tag-paris","tag-shoreditch","tag-shoreditch-arts-club","tag-tatouage","tag-typographie","tag-web-designer","tag-webdesign-editorial","tag-webdesigner-londres"],"yoast_head":"\nCe que Londres m\u2019a appris sur le design \u2014 Minuit d\u2019Orsay<\/title>\n<meta name=\"description\" content=\"Fa\u00e7ades, menus, librairies et signal\u00e9tique : ce que j\u2019observe \u00e0 Londres et 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