Thesis fusion of aesthetics by Carmen Cma

FUSION OF AESTHETICS THE KEY TO SUCCESS CARMEN CECILIA MORENO_ISTITUTO MARANGONI_MASTER INTERIOR DESIGN_2013

Index

Abstract.................................................................................3 Intro.......................................................................................4 Patterns..................................................................................5 Trends Bright Colors..............................................................6 Trends Reinterpreting Wood..................................................8 Trends Shiny Metals.............................................................10 Theme..................................................................................12 Case Studies Studio Job.......................................................13 Case Studies Atelier OĂ?........................................................15 Case Studies HermĂ¨s...........................................................17 Genius Loci.........................................................................19 People.................................................................................20 Place....................................................................................21 Plans....................................................................................23 Projects................................................................................24 Conclusions.........................................................................25 References & Webliography.................................................26

Abstract

Worldwide immigration and the increasing diversity in all the countries is a common behavior in our globalized society; this is how the cultures mix together in the different nations around the globe and in a way or another all the individuals from different societies are affected of influences by outside cultures. Citizenship is “the position or status of being a citizen” [1], but nowadays defying a citizenship according to the thesis author it’s not enough, she like to think that being part of a globalized world make each one of us citizen of the world. Multicultural, diversity, globalization, ethnical groups, fusion and aesthetics are some of the keywords that are related to this research. That’s when the fusion of aesthetics comes out into the scene and taking her native country -Panama- has example it’s a good point of reference to explain how this fusion is working in a balance way in different societies. Immigrants in Panama are very well integrated into the society and into all the different aspects that belong to it like for example the education system, language, food and so on. However they keep with themselves in very strong way their own traditions, their ethnic and cultural identities doesn’t change and they even teach to their children and grandchildren their native language. They keep their own religion and rituals as well. The final purpose of this research is to come out with an idea of combining this mix of cultures that will help to develop a new palette of patterns, colors and materials in order to create new textile that will be introduce in the luxury world. This is the main goal to achieved and during the thesis some case studies are presented to support this idea of fusion of aesthetics and how the old luxury meets the new luxury and how they mix together into a new concept of luxury. Base on these case studies the reader will have the possibility to acknowledge how different luxury companies are using this concept and giving according to them a new reinterpretation.

Intro

If we draw an hypothetic timeline to mark or to understood how the mankind has interpreted objects as products we can see that are closely related to the materials, the aesthetics, the sensual and the visual part because the play a role in relation to our imagination and our minds; like they belong to each other, they need to coexist in order to achieved a good result and in the years to come it will be more noticeable how the designers will keep reinterpreting this concept. That’s why the fusion of aesthetics it’s so appealing and interesting to investigate further because this will become a valuable sector to invest in the luxury world. Is this fusion that recalls traditions and values of different cultures into different products but giving a new reinterpretation in a classy way. But one have to take in consideration, as premise that each individual that takes a concept will always give to this concept a new interpretation since every mind it’s unique. When we think about luxury is not longer that classical look, it has change because people have change, they have become more globalized they like to go out and visit new places to “explore and discover” just like they did when they were kids and they are trying to bring or recreate that experience into their life. Luxury it’s about experiences; about time. Time is a factor that has become so precious in this century. Since we all live in a chaotic society we know that something that takes time is something valuable, precious and in some cases unique. The fusion of aesthetics it’s how the old luxury meets the new luxury and how combining them produces something different. Some luxury companies are already experimenting with this new approach into the luxury world, like they are running tests to see how the costumer will react and how they will receive it.Nowadays people and companies are moving in different directions to find new markets for investment and development of new product or services taking in consideration how the are affected by new ways of communication, thinking, ideas and how they are influenced by the new approach from the media and social networking. From the author’s experience the ideal scenario would be to invest in new markets and materials. Having access to this precious information is the key to success, to find new opportunities to invest. To have access means to connect to other people, places, environments, markets, business opportunities and so on. Is not only about to find new markets it’s also about to find new ways of doing business, it’s probably at this point that the cultural aspect comes into the scene.That’s why she thinks that the fusion of aesthetics is something crucial in order to get into new markets it’s like speaking an universal language.The key is to know how to manage the cultural context as well the other complexities of business expansion into new markets without compromising existing business ethics in order to find new sources and consumers.

Source: Toulemonde Bochart 4

PATTERNS 01 Chair design by Joaquin Homs for Point 02 Chair by Artifort 03 “France” rug by Nathalie Du Pasquier 04 Furnitures by Fratelli Boffi

05 “Earthquake 5.9” marble collection by Budri 5

Trends

Bright Colors In this edition of the Salone Internazionale del Mobile 2013 anyone could noticed the use of strong colors, neon colors that were applied in so many objects from lamps to carpets going trough sofas and chair as well.Some of the major companies that are remarkable to mention because they used this trend for the 2013 edition of the Salone Internazionale del Mobile were Vitra, Poltrona Frau, B&B Italia, E15 etc. From the most renowned architect to the young new talents, they all add this touch of brightness into their designs. The tendency was pink it was everywhere, very predominant and not only in a bright pallet but also in pastels and in different degradations. Patricia Urquiola was one of the architects that collaborated with so many companies this year and I can tell her tendency for the bright colors, almost like a signature touch in every design. One can say that the expectations were totally different from the reality but the truth is that designers are moving away from the neutral classical colors and adding a touch of dramatic in a way into their collections. However there are some companies so attached to their roots that they are not moving away from their signature colors for example the Italian company Natuzzi. Although pink was not the only neon color used this year, there were a variety of colors used for this edition of the Salone. Some of the colors that were also really strong this year were green, yellow, blue, orange, etc. The emerald named the color of the year 2013 by Pantone was also very strong in this edition. This particular color enhances our sense of well-being, balance and harmony; itâ&#x20AC;&#x2122;s a very lively, cheer, radiant color that is very elegant and beautiful at the same time.All around the fair people were able to appreciate companies that tried to add a touch of color into their ambient or collection proposed by them through the combination of traditional colors like grey, white, black and etc. with the emerald color for example and the results were amazing and the public reaction was very positive.

BRIGHT COLORS 06 “Biknit” chair by Patricia Urquiolla for Moroso 07 Armchair by Paola Lenti 08 Table by Emmemobili 09 Sofa by Erecol 10 Chairs by B-line 10

11 Swingrest by Dedon 7

Trends

Reinterpreting Wood Wood has been part of the design since the begging of the mankind, this particular material it has always being present in almost all of the design process and manufacturing of pieces of furniture and decoration. Thinking that wood has not anything else to offer rather that the traditional ways of presenting or finishing for decoration or construction purposes it’s wrong. Over the past few years this overrated material has suffer the most incredible changes.It’s a mistake to underestimate this material and thinking that there is nothing innovative about it, lately companies have tried to achieve things that were unimaginable before. In the previous editions of the Salone Internazionale del Mobile held in Milan, Italy the wood it’s an old expected material but it’s stronger than ever and it’s here to stay. And for this edition of the Salone 2013 wood and craftsmanship were the main themes. These days the world of luxury is moving towards a different way of thinking and nowadays the rawness, the purity and the nature its very well appreciated. Seems like everybody it’s trying to make the design process more ecofriendly, sustainable and there are making all the efforts to translate this into the luxury world. Luckily the consumers have very well received it. People want to be part of this new way of thinking, Nowadays Luxury equals to time and processes and from the finest wood to the most elaborated one there is a process behind the result will be precious and unique. During the design week at the Salone and Fuorisalone events this idea of preciousness, pureness and uniqueness was apply into the wood.From lamps made of wood to wall covering and also the new interpretations of different materials that tried to copy the surfaces of the wood and apply it into their design like for example printed in glass or applied in new materials like the one presented by LG called Hi-Macs or a marble look alike wood presented by Cotto. It’s the new way of reinterpreting wood that makes it different and unique from the rest and I can’t wait to see what else it’s out there and what the future will bring to this old traditional material.

REINTERPRETING WOOD 12 Carved sideboard by Giuseppe Rivaldo 13 Lamps by Channels 14 “Edra” bed by Fernando e Humberto Campana 15 Brabbu design Brabbu Design Force centerpiece 16 Bench by Riba 1920

17 Lamp by Moooi 9

Trends

Shiny Metals Shine was everywhere during the Salone del Mobile from the inside to the outside events and from the most renowned brand to the young talents, they all had in common this inclination for the metals. Polished brass and cooper remain between the most used metals but they weren’t the only ones also aluminum and steel were present. For example the English designer Tom Dixon presented a collection all made of metals like brass, aluminum and steel; since his signature material is metal. But he is not the only one experimenting with metals anybody was able to see that some of the famous fashion houses like Roberto Cavalli and Versace that presented their home collection during the Salone del Mobile also included metals into their collection giving that feeling of roughness and smoothness. This combination of materials with the latest technologies and production techniques help the product to pop out from the rest. The use of metals was notorious in this edition of the Salone del Mobile, there were so many example during the fair; like a chair made out of wood with metal legs, coffee tables, lamps and applied in different objects. The polished metal was between the most use finishing.There were some exhibitions during the Fuorisalone events that are relevant to mention and there are part of the author’s choices and they are Most and Edit by Designjunction they both shown young new talents from United Kingdom and both are platforms of contemporary design that combines a distinctive mix of performances with young design brands and studios. Others companies like Altreforme and Molteni & C also presented different pieces of furniture made out of metal. Altreforme presented a series of furniture’s in aluminum colored in yellow and pink gold, in silver or custom shades from their Dream Collection. In the other hand Foster + Partners “has designed a coffee table made by stretching a perforated disk of steel upwards to form a metal-mesh base. A circular transparent glass top allows the structure to be seen from any angle. It’s available in a brushed stainless-steel, brushed brass or bronze-painted finish.” [2]

SHINY METALS

18 Lamps by David Derksen Design 19 Garilab by Peter Perbellini for Altreforme 20 Table design by Haas Brothers for Versace 21 Tom Dixon collection 22 Bench design by Shirley Van Piere for Leclettico

23 Teso table by Fosters + Partners for Molteni & C 11

Theme

The author will like to start start by defining aesthetics according to the Oxford English Dictionary aesthetics means concerned with beauty or the appreciation of beauty. [3] Like Kant once claimed, “that judgments of taste are both subjective and universal. They are subjective; because they are responses of pleasure, and do not essentially involve any claims about the properties of the object itself. On the other hand, aesthetic judgments are universal and not merely personal. That’s because in a crucial way they must be disinterested. Kant thought that for aesthetic judgments to be both subjective and universal, they had to be about form. Beauty should be a question merely of the form. Kant’s own words: A judgment of taste which is uninfluenced by charm or emotion (though these may be associated with the delight in the beautiful), and whose determining ground, therefore, is simply finality of form, is a pure judgment of taste.” [4] After seen so many project from all the different companies that were showing their products during Milan’s design week the author came out with a conclusion and it is that the way of thinking of consumer and they of producing for companies is changing; and it’s moving towards new directions. And this is when she sees an opportunity. And it’s from this opportunity that wants to take advantage of by introducing the fusion of aesthetics as a new direction for the luxury world. Further all the bases that sustain this thesis will be discussed. She will take the fusion of aesthetics as starting point to create new products, new textiles to be more specific with different patterns that come from all the different cultures that coexist in her environment. And they will be reinterpreted in a new way in order to create a palette that will help to create custom made fabrics and it will serve has a guide.

Case Studies

For this thesis the has author decided to present three case studies and she has selected from her point of view the most significant ones for her subject and they are Studio Job, Atelier Oï and Hermès. Like Oscar Wilde once said “Beauty is a form of Genius--is higher, indeed, than Genius, as it needs no explanation. It is one of the great facts of the world, like sunlight, or springtime, or the reflection in the dark waters of that silver shell we call the moon. It cannot be questioned. It has divine right of sovereignty. It makes princes of those who have it.” Studio Job Is a design studio based “in Antwerp and Netherlands. Items designed by Studio Job have been shown in museums and galleries around the world, and have won many design awards. They are known for rebellious, scale less way of creating an own universe. The objects are often based on personal fascinations varying from unique pieces, editions, installations, interiors and assignments for public space. The way Studio Job is walking a tightrope between design and art gave the work an autonomous position in international design. More than ones Studio Job created a fresh discussion within on the existing norms of the contemporary field.” [5] They are alumni of the “Design Academy Eindhoven in the Netherlands, job Smeets and Nynke Tynagel founded Studio Job in 1998. Their work plays with contradictions and questions expectations of the design hungry public. From the beginning, their collaboration resulted in highly expressive, usually one-off or limited- edition artesian works.” [6] The first example is the labyrinth chair created for Moooi for their Unexpected Welcome by Moooi exhibition during Milan’s Design week in April 2013 in the Fuorisalone events. An “armchair patterned with maze-like geometries and a cabinet with patchwork surfaces (…).” [7] The second example is the catwalk that the Studio created for Viktor Rulf for their autumn winter runway show. “Giant floral prints in various shades of grey were repeated across the partitions at the bottom of the catwalk to compliment the monochrome collection, title rebellious sophistication. The pattern was inspired by the work of the 19th century English textile designer William Morris. Models walked down a runway covered in printed herringbone arrangement of grey and white wooden planks. The graphics stood out against the ceiling and tired seating that were painted black for the show. Studio job also designed the scenography for the Dutch fashion house’s spring summer 2010 and autumn winter 2010 collections.” [8]

The pictures from the first column represent the labyrinth chair created for Moooi for their 24

Unexpected Welcome event. And the pictures in the second column were taken from the catwalk that the Studio design for Viktor Rulf autumn/ winter 2013 runway

show. 14

Case Studies

Atelier Oï Is a design studio that has collaborated with some of the biggest brands in the luxury world over the past decade, some of their clients are B&B Italia, Foscarini, Bulgari, Bréguet, Swatch and Louis Vuitton. They were present this year in this edition of the Salone Internazionale del Mobile held in Milan and they collaborated with the most renowned brands. “Material means experiment. They love questioning the conventions of how to use materials.” [9] “Atelier Oï was founded in 1991 in La Neuveville, Switzerland, by Aurel Aebi, Armand Louis and Patrick Reymond. The three founders are architects/ designers. Over the course of their achievements, architecture, design and set design have intertwined on an international scale. (…) Multidisciplinary, team spirit and an intimate rapport with the material are their watchwords. Born of an intuitive and emotional affinity with the act of shaping different materials, their projects have been recognized the world over.” [10] The first example is the design of a leather hammock for Louis Vuitton for their collection called Object Nomades. In this example everybody can see how they took something so banal and traditional from the Italian cuisine and how they fusion it with luxurious materials. The second example is the design and manufacturing of a series of lamps for the Italian company Venini C and it’s named Stelle Filanti. And finally the third example is a series of seats and chair designed for Moroso and they were presented in this version of the Salone Internazionale del Mobile 2013, they are called Oasis. “Oasis is a series of different seating islands--from a single chair to a sofa--focusing on the aspect of upholstery in its design.  Conceived by swiss Atelier Oï for Moroso, the collection draws on a desire to create different components which can be separated  so that the user may change the fabric quite simply according to their tastes, by the season etc. also making it easy to clean.  The overall framework of the furniture takes cues from the way an embroidery hoop functions, whereby each seat is composed of  two main elements: a base with legs, and a top hoop structure which also employs the backrest of each. Any type of fabric may be  draped over the cushion which sits atop the leg supports, held in place by the girdle-like module, offering a snug fit over the foam-- draped like a veil over the padding.” [11]

These pictures belong to the first example previusly describe. he design of a leather hammock for Louis Vuitton for their collection called Object Nomades 29

The pictures on the left belongs to the second example. lamps for the Italian company Venini C. The picture on the right belong to their installation made in 2011 called Oiphorique. 31

Theses pictures belong to the third example a series of seats and chairs designed for Moroso and they were presented in this version of the Salone Internazionale del Mobile 2013, they are called 33

Oasis. 16

Case Studies

Hermès

The last case study that will serve as reference it is the French luxury house Hermès. They manufacture and design lifestyle accessories; perfumes, bags, shoes, luxury goods, among others but they are specialized in leather. Hermès La Maison has collaborated with Dedar Milano to create a series of textiles and wall covering into their collection and some examples will be presented next. During the events held on Milan’s Design Week Hermès presented their latest collection called Les Nécessaires design by Philippe Nigro and some of these pieces of furniture and textile will serve as example of fusion of aesthetics. Yet the collection doesn’t limit itself to textiles it also includes furniture and rugs. The first example is a sofa design by Antonio Cittero. “Though he respectfully believes the two professions—interior and fashion design—are distinct, Antonio Citterio began collaborating with fashion icon Hermès in 2010. “There is a kind of mutual support between architecture and fashion related to the perceived level of up-to-dateness,” says Citterio. “The fashion product has a refresh rate much more rapid than architecture.” However, he explains, the taste cycles for interiors related to commercial spaces are compatible with those of fashion and change direction every four to five years. With his recently released Matières collection for Hermès, Citterio rediscovered the distinctive features of everyday living room furniture and reexamined wing chairs, reading chairs, love seats, and more. Hermès also invited Enzo Mari and Rena Dumas Architecture Intérieure to create carpets, furniture, fabrics and wallpapers. “These collections are an opportunity to demonstrate a contemporary expression of Hermès, faithful to its craftsman spirit and imbued with values of functionality and comfort,” says Pierre-Alexis Dumas, artistic director of Hermès. The development of these collections took time, he adds, necessitating research into ways to surpass the known limitations of the material. “We find it challenging to work on different projects where problems are every time new and you have to find not only the right solution but also the one able to fulfill your expectations,” says Citterio. “Thinking of design as pure added value in industrial products is a cliché. It betrays a serious misunderstanding of the profound relationship of reciprocity that exists—and must exist—between industrial culture and design culture.” [12] The second example is a chair that was presented during Milan’s design week in the Fuorisalone events, this chair has one of the new textiles that were design for the French house exclusively for their latest collection, this chair is the perfect example for the fusion of aesthetics and it belong to Les Nécessaires collection, however it wasn’t the only piece of furniture that had this fusion there were different pieces that could serve has examples. The third example that will be shown here are a series of textiles where the fusion of aesthetic is very strong in each print and it make every fabric unique. These prints were design by different designers and it was realized thanks to the collaboration of Dedar Milano with Hermès.

The picture 35 correspond to the first example and it’s a sofa design by Antonio Cittero and the picture 36 correspond to the second 35

example Les Nécessaires design by Philippe Nigro.

And the pictures 37-3839-40 correspond to a new series of textiles that belongs to the latest 37

collection of Hermès.

These prints were design by different designers and it was realized thanks to the collaboration of Dedar Milano with Hermès. 18

Genius Loci

The Oxford English Dictionary define genius loci has “the prevailing character or atmosphere of a place.”[10] And the origin comes from Latin that “literally means spirit of the place”[11]. Panama is very well influenced by so many cultural values, that what makes so unique the Panamanian society, the multicultural aspect. Panama is internationally recognized by this and for all the opportunities that offers to expats to live, learn, work and prosper in a quality and friendly environment that’s what makes it so attractive to immigrants to go and experience for themselves. Lets take in consideration an individual who travels frequently this person it’s influenced by different cultural values of so many societies in the world. Cultural values are a common concept to define what’s right or wrong, acceptable or inacceptable in a society. Cultural values can change by city or on a local level in a community for example but in overall they are established by the society and the culture. That’s when the genius loci appears; in Panama is very common to see as cultural values patriotism, national identity, religion and so on as strong values but they change according to the context. Now lets go back to the example of the individual who travels all around the world and if we multiply him or her for a x number of times we will see how this phenomena affects the Panamanian society. Some of the values that are so strong in the Panamanian culture are the family, aesthetics, religion, traditions, respect, integrity, excellence and solidarity just to mention a few. These values can be identifying in any society and they can fit any individual on a global level. “In order to be irreplaceable one must be unique” - Coco Chanel But what make so unique and special a place are the own identity and the energy that a city transmits. Panama offer so many opportunities to invest in local and on a global level thanks to this conversion of cultures and companies that has come to the country in the last decades to stay. And the transformation and the impact it’s tangible it can be seen on the changes that the country has suffer in the last 20 years, not only the construction are also in the communications and technologic area. Most of them is that to the country position in the region. Like Pablo Neruda once said “We must dream our way.”

People

The generational consumers that this thesis is focused on are lively kids, unique sons and premium seekers, this selection and the reason why they have been chosen over the others as potential consumers will be explain further. Lively Kids These kids have between 4 and 8 years old and they are a type of target that it’s important, appealing and yet unexplored from the author’s point of view. All the kids that belong to this group are experiencing everything for the first time and it’s good to give them a nice experience while growing. Taking in consideration that all of them are trying to imitate what they parents do, it’s good to work with them and give them their own little world to explore and dream. Besides nowadays this field has been growing, moms and moms to be are getting more conscious about give to their own kids better spaces to grown in and it could be interesting to combine the whole experience with the luxury world. Unique Sons These young adults have between 25 and 35 years old and this type of client it’s so attractive considering their uniqueness and their willing of being creative and their sense of changing constantly. Therefore they are always searching for something new to pop out from the rest, something that make them feel creative and special. Thus they are not afraid of showing off their own style. Moreover they are the bigger spenders of this generation and they are competitors between them in an endless match and those are good qualities in a consumer of the luxury world. Premium Seekers These adults have between 45 and 60 years old and from all the different categories that were explain during class, this is one of the target that seemed more attractive and interesting to work with. Besides enjoying the whole experience they know what they want, some of them if not most already have succeeded. They all demand high quality and they are always looking forward for excellence and innovation in products and services as well without overpaying. Although it could be a little bit risky or hard to work with them since they are a kind of consumer that is very demanding and they are involved in a very active in any kind of process from the design process to the development of a project. They only want the best of the best.

Place

The city that this thesis is focus is Panama City, Panama the author’s country of origin. Panama has always been a multicultural, multi-ethnical city and country. Since the moment we were “discovered” and colonized by the Spanish. That’s why she found so interesting the fusion of aesthetic from Panama point of view. Panama City offers open spaces but lacks of public spaces like public parks for recreations. It’s very high tech because of the latest construction that has elevated the quality of living into a next level. Is very urban and fresh. Panama had a “population of 3,405,813 in May 2010.”[13] Some of the biggest ethnical groups that we can find in Panama are Spanish, Italian, Greeks, Hindus, Chines, Arabs and Jewish among other minorities. Each group has leaved their own signature mark in our society as consumers. Panama “officially the Republic of Panama, is the southernmost country of Central America. Situated on the isthmus connecting North and South America, it is bordered by Costa Rica to the west, Colombia to the southeast, the Caribbean to the north and the Pacific Ocean to the south. The capital is Panama City. Panama has the third- or fourth-largest economy in Central America and it is also the fastest growing economy and the largest per capita consumer in Central America. In 2010 Panama ranked 4th among Latin American countries in terms of the Human Development Index, and 54th in the world in 2010. As of 2010, Panama is the second most competitive economy in Latin America as well according to the Global Competitiveness Index from the World Economic Forum.” [14] Panama has an economy based on services since Panama doesn’t produce most of the products that are being consumed are imported. Since 2007 Panama have been on a construction boom and the country keeps developing, but lately this bubble has been on decrease but the economy still strong. Companies keep investing their money in new projects either residential or commercial in a major scale. The starting point of this thesis is how that diffusion of cultures coexist with each other in a balance way in the Panamanian society; indeed is this fusion of cultures and traditions that make so rich and unique a place. That’s why the author would like to try to combine these traditions from different cultures and she will give them a new reinterpretation in order to create new products. The sector that she is interest to work with in Panama is the commercial one; working with Hotels and 5 star Resorts it’s her goal. Some case studies of new Hotels that have been recently open in Panama will be expose, but there are so many examples that it could be mentioned. The first one is The Waldorf Astoria Panama is the first one that the chain opens in Latin America is located in front of the Bay of Panama close to the commercial and bank district. They knew that in order to succed they need to adapt into the needs of the Latin American consumers and what they were demanding for. But never giving up they essence their identity and the way the interpret luxury. The second example is the JW Marriott Panama Golf and Beach Resort outside from the city in the beach zones and right now in Panama are developing much more Luxury beach hotels than before so it’s a good market. “This premier luxury resort in Panama offers elegant accommodations and suites set amongst lush gardens and a lagoon with vistas of the Pacific Ocean. Located on the coast in Coclé, the resort is 80 minutes west of Panama.” [15] 21

The pictures from the first column show the interiors of The Waldorf Astoria Panama Hotel in Panama City, Panama.

And the pictures in the second column show the interiors of the JW Marriott Panama Golf and Beach Resort in Cocle, Panama. 22

Plans

Microtrend directions for business investment The main values that would be highlighted in the company are aesthetics, beauty, excellence, quality, honesty, transparency, creativity, dynamism, elegance, and loyalty among others. That’s why the authors have chosen fro the Real consumption trend presented in class as driven and as a guide to follow excellent honesty. Excellent Honesty “Excellent origin: Focus on the natural and material quality. Many outstanding products, particularly in the food sector and that of cosmetics, offer a quality of ingredients based on maximum purity and an honesty that is the recognition of their places of origin, often with the plus of sustainability. Excellent Performance: focus on the process guarantee on an industrial level, excellence comes from advance manufacturing processes that target the continuous improvement of the offering, guaranteed by the company and founded on an honesty that is an innovative improvement what compared to competitors.” [16] Why excellent honesty because she wants to give and offer the maximum to her clients as in process, materials and quality. That guarantees a good result each time, and this how she thinks to built strong bases with her clients that will let them is loyal to the brand and their products. “To love beauty is to see light.” - Victor Hugo

Project

After reviewing and going through all the different phases and steps of the research for this thesis and based on her observation the author has come with some conclusions and for her the best business core to invest is the commercial sector from Luxury Hotels and Condos to Beach Hotel Resorts. The compatible business sector is luxury textiles because she would like to invest in this sector. There is a French brand that the author would like to mention due to their success and their identity and it is Élitis. And this is their manifesto “Élitis wanted to offer colorful and innovative wallpapers which they felt were missing when they first started. This philosophy has also been carried through into fabrics and furniture. This concept has even been extended to the organization of the company where there is no traditional hierarchy. The heart and driving force of the business are inspired by many aspects of life including fashion, film, photography, art, architecture and travel. Our strong passion and distinct look are recognized worldwide and this has allowed us to develop rapidly. And even if our inspiration is orientated towards the world, our interpretation remains as always very personal.” [17] “Made in difference our identity and home design our strength” this is part of their philosophy and the author would like to take the companies philosophy as a path to follow their footsteps and find her own way. The company that the author proposes will be run from Panama but it will be linked deeply to different suppliers in Europe and Asia.The kind of products and services that the company will have includes a consulting service for designers and architects and it will be divided in different phases because the company will develop a program that consist in different steps. The first step consist into get to know the client needs, qualities, desires and taste by running a test to the individual to simplify the search and the results. Then the second step consists in the selection of a color palette next the third step involves the previous selection of a pattern, each pattern will come from all the different cultures that were selected and study previously from tribal patterns to objects that represent something from a particularly culture they all can be reinterpreted in order to give them a new meaning. And finally the forth step which is the last one and it consist in the selection of the kind material for this fabric; a vast selection of natural and synthetic fibers will be provided for the client by the company in order to provide a wider selection. And each time each the results will be unique for each client since each one can personalize their selection according to their personal taste. The main objective is to create a palette that can be personalized by taking all the advantages and tools that the fusion of aesthetic can provide. In this way we can combine them with the trends that were found during Milan’s design week to create different patterns with unexpected color like bright for example and applying them in the wood for example to create covers. The possibilities are infinitive. The company doesn’t have a name yet but their main claim is to preserve and to highlight different concept from cultures around the world and giving them a new expression that’s fusion of aesthetics it’s all about. In the future some of the potential partners that the authors has in mind to collaborate with are Jannelli e Volpi and Élitis. “Beauty?… To me it is a word without sense because I do not know where its meaning comes from nor where it leads to.” - Pablo Picasso 24

Conclusions

After analyzing all the information that was search for this thesis these are the conclusions that the author’s came up with. Brand core values The company philosophy will be to that excellence it’s beauty and by that the we refine excellence into a whole new concept. “Everything has beauty, but not everyone sees it.” - Confucius

Proposal characteristics The tangible quality will rely on the quality of the fiber, only the best and the finest quality of fabrics will be used. On the other hand for the visual aspect as we already went to trough in the project part, we will se how the client would have the possibility to custom made his or her options by choosing a pattern from a pallet previously given to he or she. As material references we will use natural and artificial fibers and also the use of wood, glass and metals to print the patterns and the costumer will have the possibility to add color to his or hers selection. Making unique the final result. Proposal Perceived qualities The benefits for the consumer are custom made textile, made from the finest materials and process that it’s behind of this selection makes unique each product since the possibilities are infinitive. It fit her need because before given her or he a product there is a consulting service behind that will help to know the client better to know what they like and what don’t so this will make the selection of patterns, colors and materials easily.

References & Webliography - Text Sources

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