Perceptions in Fluid Times
data-driven generative artwork for Montblanc
2011
The product specifications, or DNA of the individual timepiece, determine the appearance of the backdrop. Each article creates its own variation for the generative artwork following the stipulations of its artist.
The agency Scholz & Volkmer developed a new product presentation for the world-wide relaunch of the Montblanc website. A traditional brand, Montblanc does not regard its products as mere fashion accessories, but rather as high-quality handcrafted masterpieces that deserve a unique presentation. For each product line, a generative artist was invited to develop a unique and flexible artwork which provided the pieces with an appropriate presentation setting.
The product specifications, or the DNA of each timepiece, determine the appearance of the backdrop. Each article creates its own variation for the generative artwork following the stipulations of its maker. In addition to other artists, such as Marius Watz and Anthony Mattox, who developed works for Montblanc’s sunglasses and perfume lines, onformative was invited to develop an interpretation for the product category of watches.
the artwork
The artwork consists of two elements – delicate linear structures and amorphous bodies – which visualize the characteristics of Montblanc watches; the highest precision of movement and high-quality materials.
A network of fine lines, rich in detail and connected systematically following logical rules, reflects the fine mechanism and precision of the movement. The unique structure of the network results from the product data of the specific watch. Its appearance changes in a set rhythm thereby continually evoking the Montblanc logo in an abstract manner.
In addition to the movement, other distinguishing characteristics that define a watch are its materials and casing. Amorphous bodies that recall liquid silver and gold emerge from the piece, pick up on the fine materials and complement the lines, thereby forming a total work of art with the unique genes that every Montblanc watch embodies.
the tool
To generate the individual product films, a tool reads specifications of the watch such as size, end user, material and casing type from a product database. Nearly 200 different films were created for the product category of watches; each with unique and unmistakable variations.
credits
Client: Montblanc
Commissioned by: Scholz & Volkmer
Production: Julia Laub
Creative Direction & Design: Cedric Kiefer
Code: Christopher Warnow, Cedric Kiefer
Sound Design: Jens C. Fischer
Commissioned by: Scholz & Volkmer
Production: Julia Laub
Creative Direction & Design: Cedric Kiefer
Code: Christopher Warnow, Cedric Kiefer
Sound Design: Jens C. Fischer
