For full functionality of this site it is necessary to enable JavaScript. Here are the instructions how to enable JavaScript in your web browser.

Shiny new online presence for XAL


Functional and sophisticated: PIM product data management & cutting-edge design

elements and XAL continue their successful collaboration

XAL is a Graz-based manufacturer of high-quality LED lighting systems. They successfully combine functional technology with unique aesthetics, resulting in state-of-the-art concepts.

Since 2019, elements and XAL’s subsidiary Wever & Ducré have been working together, when elements successfully relaunched their website using the open-source system Pimcore. A few years later, elements also took charge of the all-over facelift of XAL’s own website. The clear advantage: Many of the complex product logics from the Wever & Ducré project could be used as a basis for the XAL relaunch. The well-known technical setting played to the strengths of elements, who guided the project as a professional and experienced collaboration partner from the very beginning.



Our client since: 2021

Annual Multimedia Award - SILVER

Goals and objectives

The goal of the relaunch was to give a complete facelift to XAL’s online presence and to improve its functionality for users. The project’s biggest challenge was establishing a stable PIM system and a smooth import process. Great importance was also placed on the detailed specifications of all functions together with XAL. Regarding the website’s design, the objective was to maintain the essence of the previous look & feel while providing significantly simplified user paths. As a result, many aspects of the relaunch were specified in advance, and elements closely adhered to these predefined parameters.

Challenges regarding design and amount of data

Getting the website’s look & feel just right was one of the project’s biggest challenges. After all, the design-loving target group of architects, planners and partners is known to expect particularly sophisticated visuals.

To create an exquisite visual composition, elements and XAL’s design department collaborated closely. From a technical point of view, the great complexity and variety of XAL’s products also posed a challenge, making it necessary to manage almost 40,000 individual products.

A focus on structured products

The project’s success was largely based on efficient product data management in the PIM system, making it possible to work with complex product structures and multiple product options. This greatly improved the website’s usability and allowed for a seamless integration of the varied product world. The close collaboration of designers and technical experts resulted in a visually appealing, highly functional online presence that offers both product inspiration and information.

Applied measures and services
  • tailor-made design

  • precise technical specifications 

  • frontend implementation

  • backend integration of functionalities

  • efficient product data management in the PIM system

  • transfer of complex product logics from previous projects

A look to the future

Continuing XAL’s course for innovation, elements will further advance the company’s digital services. The focus will be on optimizing the existing PIM system and on advancing the design elements and individual components of the website. Together, the overall offer for users will gradually be extended.


Take a look at our other projects or contact our experts directly for a personal consultation!