LŪMR

The project

Most of the sites I build aim for restraint. LŪMR does exactly the opposite, and that was the point.

I invented a Parisian lipstick brand whose whole world is the funfair: electric blue on white, screaming pink, stars and diamonds scrolling in a marquee, advertising promises pushed to caricature — "ultra-long wear, dancing, kissing and downpours included".

Working in a register you don't personally like teaches more than staying in your lane. Kitsch has its own rules: saturation without mush, movement without losing legibility, excess without breaking hierarchy. A deliberately gaudy site that stays pleasant to move through takes more control than a minimal one.

It also became my testing ground for marquees and micro-animations that I reuse elsewhere, far more quietly.