The world's first 'weightless' website

22 June 2021
The world's first 'weightless' website

Another property of the JOALI brand - which opened to much acclaim in 2018 - JOALI BEING will guide its guests on a journey of self-discovery and renewal, with wellbeing the epicentre of the experience. In February 2021 JOALI approached Nucleus to design a bespoke website for JOALI BEING, before re-designing and re-platforming the existing JOALI website to sit side-by-side on a common platform.. 

Working closely with the JOALI team in Istanbul and the Maldives, Nucleus first designed a new technical architecture and url strategy to enabled a series of website releases, starting with the JOALI BEING teaser website, before launching online booking, videos and social modules. The second step is to transform the JOALI site, bringing all sites together onto a single, scalable .Net platform. 

JOALI BEING’s design was inspired by the concept of ‘weightlessness’, a state of being achieved through a journey of discovery and reconnection with nature. Combining ancient knowledge with science, JOALI BEING’s wellbeing offerings bring together mind, skin, microbiome and energy. Nucleus interpreted this with a bespoke design that is light and fresh, using generous white space and subtle animation. The website will become more and more dynamic and interactive with the release of a pipeline of user experience enhancements.

The design was then built in a series of sprints by Nucleus development team, developing .Net core modules and integrated them with Umbraco CMS.

Peter Matthews, Nucleus founder and managing director said “Helping JOALI to plan the launch of their beautiful new wellness retreat has been a privilege and we are confident our bespoke digital interpretation of ‘weightlessness’ will attract a global following of wellness connoisseurs.” 

JOALI BEING Cluster Marketing & Communications Director Duygu Tatar added  “We are delighted with Nucleus’ work on the JOALI BEING website, which sets a new standard for Wellbeing retreats.”


Read the full case study: Joali Being website case study

For more information, please contact:


Duygu Tata
Cluster Director of Marketing and Communications
Mobile: +905335933645


Angela Henderson
Assistant to Peter Matthews
+44 (0)208 398 9133