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    Art deco document f Art deco document f Document Transcript

    • Design project for fashion accessories BRIEF To design collection of watches inspired by Art Deco REDEFINE BRIEF • Product- Watch • Theme- Art Deco • Target MarketGeographic- Asia and Europe DemographicGender- Male, female Age- 25-35 Occupation- Corporate Psychographics - Status seekers, Values time, urban Behavior- Consistent updated and web users Lifestyle- Fast lane Mood- Formal
    • Art Deco is an eclectic artistic and design style that began in Paris in the 1920s and flourished internationally throughout the 1930s and into the World War II era. The term art deco was employed for the first time in 1968 by the author Bevis Hillier. This period was characterized by a unique collaboration between artists of avant grade and designers. The emancipation of women and general liberalization that prevailed in 1920s was central to the development of art deco style. The study of 1920’s fashion demonstrates how closely its development was linked to that of art deco style. The style influenced all areas of design, including architecture and interior design, industrial design, fashion and jewelry, as well as the visual arts such as painting, graphic arts and film.
    • SOURCES AND INFLUENCES The structure of art deco is based on mathematical geometric shapes. It was widely considered to be an eclectic form of elegant and stylish modernism, being influenced by a variety of sources. Art deco displayed stylized motifs and shapes borrowed from traditions, folk and ancient cultures and was strongly influenced by art of avant grade. Details of ancient dress fabric. Source- Art, Goût, Beauté: Feuillets d`Élégance Feminine", English edition; published by Éditions d'Art, printed by Imprimerie Spéciale des Succrs. d'Albert Godde, Bedin et Cie.; Paris, France, 1921– 33. Hand beaded Lurex jacket with Egyption motifs Source- Paris, France, 1922-25. Museum no. T.91-1999
    • Art-deco design influences were expressed in the crystalline and faceted forms of decorative Cubism and Futurism. Other popular themes of art deco were trapezoidal, zigzagged, geometric, and jumbled shapes, which can be seen in many early works. Two great examples of these themes and styles are in Detroit, Michigan the Fisher Building and the Guardian Building Source- http://www.scribd.com/doc/14015135 /Art-Deco-History-and-ModernInfluence
    • DESIGNERS OF ART DECO PAUL POIRET The first fashion designer to embrace the ethos of Art Deco. His artistic flair, coupled with his remarkable and highly individual cutting skills, enabled him to translate the spirit of the period into revolutionary garments The sources of his inspiration were innumerable, ranging from western historical styles to folk traditions and from avant grade art to ancient cultures.
    • CASSANDRE Cassandre was one of the great poster designer of the 20th Century. His real name was Adolphe Mouran born in Ukraine in 1901 and at age of 22 he started designing posters under name cassandre. . Cassandre’s illustrations helped romanticize the appeal of the motor car, locomotive and ocean liner. Often reduced subjects to silhouettes and geometric shapes. Believed in total integration of word and image. Data Source- http://arthistory.knoji.com/cassandre-art-deco-poster-designer/ Image Source- http://www.artyfactory.com/art_appreciation/graphic_designers/ cassandre.htm
    • ACCESSORIES Form is important in art deco interiors. Mirrors made of nickel, chrome or silver are decorated with motifs of deer, peacocks, roses and geometric shapes. Bronze sculptures are sleek covered with coloured or pearl beads. Desk set of pen and pencil on a base are streamlined in design. Door handles and candlesticks molded of nickel, chrome, or silver have woodsy or chevron shapes. Frosted glass or black and white marbles are used for vases. Image source- http://pinterest.co m/mykemagyck/art -deco/ 1930’s French Mahogany velvet chair 1920’ s Accessories 1920’s Watch Necklace
    • PAINTINGS
    • ARCHITECTURE 1920s Toronto Cinema building inspired by Art Deco The art deco inspire of the Chrysler Building in New York City, built 1928–1930 Art Deco architecture
    • WATCH A watch is a timepiece, typically worn either on the wrist or attached on a chain and carried in a pocket. Wristwatches are the most common type of watch used today. Watches evolved in the 17th century from spring powered clocks, which appeared in the 15th century. The first watches were strictly mechanical. As technology progressed, the mechanisms used to measure time have, in some cases, been replaced by use of quartz vibrations or electronic pulses. The first digital electronic watch was developed in 1970. Wristlets, as they were called, were reserved for women, and considered more of a passing fad than a serious timepiece. In fact, they were held in such disdain that many a gentlemen were actually quoted to say they “would sooner wear a skirt as wear a wristwatch”. This all started to change in the nineteenth century, when soldiers discovered their usefulness during wartime situations. Pocket watches were clumsy to carry and thus difficult to operate while in combat. Therefore, soldiers fitted them into primitive “cupped” leather straps so they could be worn on the wrist, thereby freeing up their hands during battle. It is believed that Girard-Perregaux equipped the German Imperial Naval with similar pieces as early as the 1880s, which they wore on their wrists while synchronizing naval attacks, and firing artillery.
    • Source- http://www.retrothing.c om/2007/06/wristlets_t he_p.html lowly wristwatch, first adopted by military officers in the 1880s to replace awkward pocket watches. In 1906, the evolution of wristlets took an even bigger step with the invention of the expandable flexible bracelet, as well as the introduction of wire loops (or lugs) soldered onto small, open-faced pocket watch cases, allowing leather straps to be more easily attached. This aided their adaptation for military use and thus marked a turning point in the development of wristwatches for men. After the Great War, many soldiers returned home with souvenir trench watches—so named for the trench warfare in which they were used. When these war heroes were seen wearing them, the public’s perception quickly
    • changed, and wristwatches were no longer deemed as feminine. After all, no one would dare consider these brave men as being anything but. The ensuing decades witnessed further evolution of the wristwatch. In the 1920s, better sealed cases were developed, including ones that were considered as water and dust proof. Shock resistant balance mechanisms were developed. Ultimately fragile glass crystals were replaced with new acrylic-based plastic and later synthetic sapphire. Lug designs changed from thin wire lugs to the horn-designs that we know today. Enamel dials, which were subject to chipping and crazing, were changed to dials that were silvered or otherwise treated. Movement complications were added to wristwatch-size movements. And many designers, beyond only Cartier in Paris, broke away from the classic round shape of pocket watches and used rectangular, square and other shapes. Over the next decade, watch companies slowly added additional models to their catalogs.
    • 1920S – DESIGN INFLUENCE OF ART DECO ON WATCH IN THE 1920S watches were swept away by the new geometrics that were also explored by Coco Chanel, the Chrysler building, Tamara de Lempicka and the likes. Watch designers enjoyed a boom as men started flaunting their timekeeping on the wrist rather than hiding it in their pocket. The 1920s saw the birth of tonneau cases, reversos, cushion shaped watches, large curved cases, exaggerated shapes, heavy hands, huge numerals, exploding numerals and sunburst designs – influences still in vogue. In some ladies watches from this era you can also see that heavy, intricate organic Art Nouveau decorations still had a following, but now often combined with more distinct case shapes.
    • MECHANISM OF WATCH Tang Buckle Like a leather belt buckle, this traditional clasp is found on many leather and other nonmetal straps. Deployment Buckle or Invisible Double Locking Clasp The Deployment Buckle or Invisible Double-Locking Clasp is also known as the Hidden Deployment Buckle or Butterfly Clasp, because, when closed, the clasp is essentially invisible and it opens symmetrically like a butterfly. This is perhaps one of the most common clasps available and most preferred by customers because the clasp is not a distraction from the watch itself. The clasp is opened by pulling the joined ends of the bracelet away from the wrist. These clasps also come on some of the leather and other non-metal strapped watches. Deployment Buckle with Push Button The Deployment Buckle with Push-Button is essentially the same as the Deployment Buckle in looks and function except that its locking mechanism is released by two small buttons on each side of the bracelet. It is advantageous because the locking mechanism cannot be
    • released by pressure on the bracelet, but only by pushing the buttons. This reduces the likelihood that the watch will release the without the wearer knowing it. These clasps also come on some of the leather and other nonmetal strapped watches. Fold Over Clasp The Fold Over Clasp collapses on itself and locks via a pressure tab. The clasp typically has several micro adjustment holes (as seen in the image) that can be used to adjust the bracelet size by nonjewelers. In time, the pressure tab often wears out and the clasp no longer stays closed. This has led to the following three different improvements on the Fold over concept. Fold Over Clasp with Push Button This is second of the improvements on the Fold over Clasp. The Fold over Clasp with Push Button Clasp provides a secure lock on a post that can only be released by pushing the two buttons. This improvement is more secure than the Fold over Safety Clasp. Fold Over Clasp with Safety and Push Button This is the third of three improvements on the Fold over Clasp. This clasp combines the flap of the safety clasp with a push button lock to provide the wearer the maximum security available for any Fold over Clasp.
    • CORPORATES- Consumers driven by knowledge and principles are motivated primarily by ideals. These consumers include groups called Thinkers and Believers. These consumers are the high-resource group of those who are motivated by ideals. They are mature, responsible, well-educated professionals. Their leisure activities center on their homes, but they are well informed about what goes on in the world and are open to new ideas and social change. They have high incomes but are practical consumers and rational decision makers. They have a lot of energy, which they pour into physical exercise and social activities. They are avid consumers, spending heavily on clothing, fastfoods, music, and other youthful favorites, with particular emphasis on new products and services. At work place watches worn by both and female is formal watch. A formal watch has to be simple in design and subtle in colour. The dials are usually very clear and can have features such as an in built calendar as well as alarm to help you be on time for meetings or appointments.
    • Analysis of questionnaire ( Sample size- 100)
    • Q5 Q9. Which kind of watch movement you prefer? Q6. 59% 60.% 50.% 40% 40.% 30.% 20.% 35% 25% 25% Male Female 14% 10.% 0.% Chronograph Quartz Automatic Quartz watch is preferred by both men and women over chronograph and automatic watch. Females with 59% percent buy quartz watch while there is not much difference between the preference for chronograph and automatic watch in case of men.
    • Q7. Q10. Display you prefer in watch? 70.% 60.% 57% 61% 43% 50.% 39% 40.% Male 30.% Female 20.% 10.% 0.% Analog Digital It is observed that around 59% corporate prefer analog display in their watch and find it more comfortable and rest 41% corporate find digital display more comfortable. Q8. How would you rate Q13.   your watch on the basis of following features? (Rank on a scale of 1-5) 50.% 50% 44% 40% 36% 40.% 30.% Male 20.% 7% 10.% Female 12% 0 0.% Design Colour Quality 4% Price 7% 0 Warranty Design has got the highest rating by 50% men and 44% women, and then people gave the second priority to quality after which warranty followed by colour is preferred, leaving price at the end.
    • BIBLIOGRAPHY S.No Information Source Visited on 1. DesignerCassandre http://gds.parkland.edu/gds/!lectures/hist ory/1925/artdeco.html Oct 3 2012 2. Watch http://en.wikipedia.org/wiki/Watch 3. Art Deco www.pheebay.com 4. Art Deco paintings http://en.wikipedia.org/wiki/Art_Deco http://www.google.co.in/search?q=art+dec o+painting Oct 3 2012 Oct 3 2012 Oct 4 2012