TABLE OF CONTENT
Altanus Genève (Italy) LUI JO Uomo (Italy)
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The watchmaking factory "ALTANUS GENEVE" was founded in 1914 in the city of Geneva It was born as a workshop specializing in refined and exclusive products, and, in a short time it entered into watchmaking.
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ALTANUS is the Latin name of wind, now known as Altano or Autan. It is this undoubted passion of the founder of the company for the natural phenomena that we can find the same brand ALTANUS: a graphic symbol that seems to come out of a gust of wind. This project was done in collaboration with the design studio Villaggio Creativo in Naples, Italy. It consisted in implementing the personality, style, quality, tradition and creative dynamic of ALTANU Genève into the design of a new watch for their collection. Naples, Italy-2015
www.altanus.com
inspiration (stone age) Use of natural raw materials from earth. Simple shapes and designs. Jewelry used to stand out from others and to reinforce personality. Humans lived in caves.
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inspiration (caves) House of precious stones. Treasure.
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Discovery.
inspiration (polarity) “Everything is double, everything has two poles”. Connection between present and past. “Opposites are identical in nature but different in level”. Yin – feminine, earth, night, moon, cold, soft, silence, creative, intuitive. Yang- sky, sun, day, light, activity, movement, hot, hard, stable, rational.
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moodboard
target market
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ALTANUS is bearer of a philosophy that allows it to be seen as a new role model for those who want to preserve the tradition and its values without creating products that can be considered old or common therefore the target market for the project was deďŹ ned as: Woman | 25-45 years | High Class | Elegant | Luxurious & Glamorous. Likes new things and wants to stand out from the rest. Watch Price between 500-1,000 euros.
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material selection
GOLD
SILVER
CONCRETE
LEATHER
RAW JEMS
mechanism selected ALTANUS 1003E2824/2BV Description: Automatic 11 "½ | 28 Jewels | Glucydur Balance | Spiral Anachron | Device Stop Seconds. Functions: Hours | Minutes | Central Seconds | Power Reserve Indicator at Six | 24h indicator at twelve o'clock | Autonomy 42 hours | Frequency 28,800 h / 4 Hz | Winding Automatic Two Ways.
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Corrections: Winding position with autonomy indicator. Rapid date correction Warning: Can not patch three h 20.00 and 02.00 h. Focus position precise time, it is advisable to exceed the desired minute, then bring back the ball in the exact position. Corrector button II 24h hours.
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sketches
the design - Interesting motifs, textures, and colors lifted from ancient history, mythology, abstract art and nature´s elements. - I wanted a material that challenged some ideas about jewelry. (Concrete, is about as far from preciousness as you can get).
- A metaphor for value, for what we consider precious.
- Take an unlikely and inexpensive material and make something beautiful, something desirable, out of it. - Using precious metals and raw gems I added value to the design making it a luxury object. - Create a balance between the simplicity of the materials and the beauty of the design.
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- Real value is in the beauty, in the art or craft of what we make with our hands, our hearts and our minds.
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Inspired by the success of the women's collection, Liu Jo Uomo gives a nod to fashion while the careful selection of clothing, processes and the irresistible appeal of ďŹ nished garments is maintained.
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The collections, designed for attentive to fashion trends public, are composed of Total Look for every occasion. A careful selection of fabrics and meticulous precision processes are the main characteristics of the brand Liu Jo Uomo. This project intention was to create the design of T-shirts for a new collection, with the theme of Mexican and Italian Fusion, together with the design studio Villaggio Creativo in Naples, Italy. Naples, Italy-2015
www.liujouomo.it
storyboard (mĂŠxico)
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storyboard (italy)
target market
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Styling cues borrowed from the iconic symbols of the two countries and a technical aptitude are the protagonists of this collection. The collection is thought for a young man that is conscious of the masculine style rules, capable of mixing styles with a dierent appeal, making their own unique modern look.
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the city
The design is inspired in the main buildings of the capital cities in both countries, Rome in Italy and MĂŠxico City in MĂŠxico.
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columns Inspired in the Independence Angel Column in Mexico City and the Triano Column in Rome.
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country edges
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This design is an abstraction of both countries´siloutte, fragmented intro triangles and intersected one another to show how both cultures are similar in strenght, dinamism and structure.
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metro The inspiration between the design is the metro lines, the design consists of both Rome and Mexico City metro lines intersected.
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between mountains The design is inspired in the Vesubio volcano in Naples Italy and the Cerro de la Silla y Monterrey MĂŠxico.
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The design is a pattern of lines of the siluetthes of both
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