For the 50th anniversary of KLM’s iFly magazine, what started as a brief to create an inspiring digital edition evolved into something far more ambitious. We delivered a stunning immersive experience that transformed the magazine into a captivating virtual coffee-table book. Featuring mesmerizing photography, subtle parallax effects, smooth page transitions, atmospheric soundtrack with voice-overs, 360° videos, and audio stories, the site allowed users to deeply explore 50 captivating destinations and build their personal top-5 bucket list.

The clean, image-first design and intuitive navigation resulted in exceptional engagement. The project attracted over 1.2 million unique visitors, increased shares by 955%, and boosted average time on site to more than seven minutes. It was widely awarded, winning 6 Webby Awards (including Best User Experience and Best Visual Design Aesthetic), a Red Dot Best of the Best award, Site of the Month on Awwwards, and several other international recognitions.

Even though it’s from 2016, iFly50 still holds a special place in my portfolio. We made a conscious effort to strip away as much as possible, keeping the experience elegant, clean, and free of any distractions. Sometimes less is more. This project reflects my approach to UI design, art direction, and creating immersive, emotionally engaging digital experiences — values I continue to bring to every project today.