A U R E A
FLAMINIACAPPUCCI
“
All experience is an arch, to build upon. Henry Adams
| CONTENTS
Arches Inspiration Color | Material Concept Development Sketch Technical drawings Mod. 3D Render Still life Box | Display Render Still life Execution Marketing
“
You can exaggerate the arch only so much. Christian Louboutin
ABSTRACTION ARCH
MARBLE LIGHT | LIGHTNESS
| INSPIRATION
The Aurea collection is inspired by the elements of the arch. I started this project looking at the “ Palazzo della Civiltà Italiana”, also called the “ Colosseo Quadrato”. Its key element is the arch. The building is square and looks like a box constructed of four equal sides, the structure is made of reinforced concrete and the roof is entirely in travertine. It has 54 arcs for each facede, 9 across and 6 down. The architects were Giovanni Guerrini Ernesto Lapadula and Mario Romano. It has been declared by the Ministry of Heritage and Culture a building of culture relevance. Since July 2013 is the headquarter of the Fendi group.
| COLORS Gold
Rose gold 3N
Corian The Corian is a com posite material
produced by DuPont (1967)
Diamond G color - VVS Silver Silver 925 satin
MATERIALS |
|CONCEPT Pursuing the idea of a ncient tradition and time,
inextricably linked to modernity and innovation of fashion. The collection is made of a main piece in rose gold, diamonds and corian. The second piece with silver.
Both rings can have other variations of different materials.
Conceptualization arch Abstraction arch Contrast light and shadows Contrast solidity and lightness
The idea of the collection starts from the will to investigate the ancient and the modern, the stillness of marble, the architecture and the constant evolution of fashion. As an idea for a collection for the launch of my brand, I imagined something that can represent me in its essence and can be a constant reminder of my city, Rome. The concept stems from a research on the metropolis and the idea to analyze and transform the arch element by applying it to the design of a jewel. Strong historical and symbolic reminders, today is the headquarter of the Fendi Group. My goal was to create a perfect blend of old and new, from an aesthetic point of view and a material one through the production and processing techniques. An harmonious blend of static and continuous becoming, translated in formal terms, the key element of the graphical representation of the” Colosseo Quadrato” is the arch, tied to a more fluid form, detached from the rigidity of the monument, which references to the natural evolution of creativity fashion and innovation. The link between old and new, is translated in to material level with the use of gold, a traditional material of excellence linked to diamond, and Corian, a highly innovative material used in the field of Design. Different handicraft and traditional processing techniques were combined with the help of innovative and technological machines.
AUREA
| DEVELOPMENT OF THE COLLECTION
| SKETCHES
| 2D
| MODEL 3D
| RENDER
| STILL LIFE
Starting from the inspiration of the Coliseum Square up to the arch de-contextualization, the rigid solid structure becomes feminine.
Rose gold 3N - 14.90 gr White Corian Round brilliant cut diamonds G color - VVS - 0.18 Ct
| 2D
| MODEL 3D
| RENDER
The arch lines become part of the same structure, the lightness of the structure is expressed through the concept of modularity.
Silver 925 satin
AUREA
| DEVELOPMENT OF THE BOX AND DISPLAY
| DISPLAY
| BOX
| STILL LIFE
The Concept aims to donate the collection Aurea strong stylistic coherence expressed clearly from the packaging line Box and Display have been developed graphically starting from the curve used to design Aurea
White plexiglass
AUREA | EXECUTION Ring executive project was developed through the division of the inner chamber of the ring structure, to lighten the piece and reduce the cost. Which allows not only to have a ring lighter but makes easier the passage of light that serves for a greater brilliance of diamonds. It is also considered a virtuosity of high jewelery.
The surface of Corian was carved and perforated by hand, for the production in series, the procedure can be industrialized.
| MARKETING ANALYSIS MISSION STATEMENT
To bring to my clients the emotional part of my creativity
BRAND ESSENCE
High quality, tradition and innovation to create jewelry with a strong creative connotation.
KEYWORD Conceptual Abstraction Contrast
INNOVATION Use of Corian
SWOT
Strenght : Innovative material | quality | Made in Italy Weakness : Make the costumers understand the value of using an unconventional material in jewelry Opportunities : The use of innovative material Threat : Entry of a new competitors
PRODUCT
High jewelry, contemporary ring tied to the solidity of marble and innovation in fashion, emphasis and abstraction arch, strong conceptual value, innovation in the use of material, the straight line is trasformed into the fluid movement of the curve. Packaging studied and worked out for the immediate brand recognition.
PRICE
4.400 â‚Ź
PLACE
International gallery Concept design stores Jewelry store
PROMOTION
Social media - Press activity - exhibitions
TARGET
Women Age : 20 | 40 I think my products for a woman who is interested in any form of art. Is an ambitious woman with a strong curiosity, has a brilliant mind and is always elegant and innovative, travels a lot and loves her job. She is interested in fashion and has a passion for the Made in Italy.
AUREA
You can wear it at any time you want.
| SPORTY CHIC
| DAY
| COCKTAIL
AUREA
FLAMINIACAPPUCCI
Flaminia Cappucci Master in Jewelry design IED Istituto Europeo di design A.A. 2015/2016
| CONTATS 3337361965 cappucci.flaminia@gmail.com
FLAMINIACAPPUCCI