I was seeking for representing historical visual elements of Iran in present templates, but not just by patching traditional motifs to everyday objects. I wanted the spirit of past, restated without obviousness. Inspired by Persian ancient pottery and specially Susa Goblet, I started to design contemporary pieces desirable for today's sense of aesthetics, while the forms still carry stories of Iran's past times and visual culture. These pieces are stories of history.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
This design provides modern minimal gold jewellery but is highly related to ancient times, as it in fact is inspired by historical motifs of Persians and even follows the earliest Iranians' ration to exhibit motion and perspective. At the first glance, pieces are simple, resembling vertical lines, but once taking a closer look, some creatures are recognized. This makes the design mysterious, offers the visitor the pleasure of discovery and provokes the curiosity to ask and hear about the story behind it.
OPERATION / FLOW / INTERACTION:
The process of wearing the designed pieces is pretty obvious. But beyond the needed interaction for use & functionality, the design interacts with the user emotionally, as the form allows different and personal interpretations.
It occurs repeatedly in our lives while we look at an object from different angle or distance and perceive it differently. A kind of pleasure or excitement is achieved at these times, when we finally understand the reality or imagine the object in a very personal, cute or scary way. The similar experience was considered while designing the form of this set.
PROJECT DURATION AND LOCATION:
This set is designed as a part of "Gelin Collection" for Carin Design Studio. The project started in March 2015 and finished in May 2015 in Tehran and was launched in March 2016, when the brand Carin was presented public.
PRODUCTION / REALIZATION TECHNOLOGY:
All Carin Jewellery products, including this design, are fine jewellery made of 18k Gold. The main parts are laser cut on 0.6mm plates. Gas torch and laser welding are used to assemble parts of the earrings. The rings attached to the necklace are shaped with hand held tools. The product is polished at the final stage.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Susa Bird Necklace: 18K Gold, Weight: 4.6 gram, (h)max50mm*(w)max28mm*(d)0.6mm.
Susa Bird Earring (each piece): 18K Gold, 2.8 grams, (h)max50mm*(w)max8mm*(d)0.6mm.
Jewellery, Jewelry, Cultural Design, Historical Design, Minimal, Modern, Persian, Iran
In cooperation with Carin Design Studio, the jewellery market of Iran was categorized by perceptual maps to decide the best market place for Carin Jewellery brand and also themes for its products. Further research was done by questionnaires through which target group’s tendencies were studied to determine wether the market gaps show the opportunities for new products or exist just because market doesn’t need or want anything in that position. A gap was found in traditional yet simple jewellery which led to define the Gelin Collection, of which Susa Bird set is. Also all Carin products were decided to follow the guideline of being between 4 to 10 grams (as gold price is calculated in accordance with weight in Iran).
The first challenge was to use historical forms in a way that fits the modern sense of aesthetics. The design needed to remain simple, minimal and geometric, yet be considered as Persian traditional (according to target group's desires and market gaps).
The second challenge was to design pieces which could be produced by laser cut technology and had simple details to reduce the risk of having less perfect products because part of Carin production line was outsourced.
Also it was considered to design and produce Affordable jewellery, so a weight limit was set, causing the need of evaluating of weight at each stage of the design process, adding to the complexity of design.
TEAM MEMBERS (1) :
Designer: Zoha Khaniki
Image #1: Photographer Mohsen Azadeh, Gelin Collection: Susa Bird Set, 2016.
Image #2: Photographer Mohsen Azadeh, Gelin Collection: Susa Bird Set, 2016.
Image #3: Photographer Mohsen Azadeh, Gelin Collection: Susa Bird Necklace, 2016.
Image #4: Photographer Mohsen Azadeh, Gelin Collection: Susa Bird Earrings, 2016.
Image #5: Photographer Mohsen Azadeh, Gelin Collection: Susa Bird Earrings, 2016.
Copyrights belong to Zoha Khaniki, 2016.