Restaurant Websites Are Full of Bells and Whistles—but Not This One

For Le Bernardin, a site as minimalist as its brand

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Creating a sophisticated digital presence for an old-guard brand is never an easy thing. But when that brand happens to be Le Bernardin, chef Eric Ripert's legendary New York restaurant, the undertaking is about as challenging as it gets.

When Jay Schwartz received the commission to revamp the venerable eatery's homepage last month, he took an approach seldom seen in an era of dazzling digital pyrotechnics. Schwartz considered every online feature that a restaurant homepage can have and simply didn't do them.

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