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My rationale was that the demographic of their clientele would be mostly new web users using the upcoming (version 4) browsers, with the SWF player by default. And if not, their interest in design would be a sufficient motivation to get it. As it turned out, over 78% of users arrived at the site with Flash. Global uptake then was less than 60%, now it is over 95%. It was originally designed in Flash version 2 around the concept of using the "S" logo as navigation device. Thankfully version 3 arrived before the site went live. The site received good media feedback and some web award recognition at the time. The current version of the site still maintains the original navigation ideas, which, frankly, would not be entirely appropriate for a demographic less interested in design and toys.
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