Another scrapped product page concept—variants separated into their own full-width sections. The page acts more like a category index with each panel offering its own controls for viewing/selecting options and adding to cart.
There is a portion of the header dedicated to a stepped "product building" experience for users who are already familiar with our site and who may want to expedite the process, while others may scroll and learn about each option through longer, clearer passages of text.
This design also experiments with the concept of brand-able pages where the color scheme adapts to that of the product.
We ultimately felt this was simply too much of a departure from a more conventional shopping experience and decided to go with a simpler layout.