Montblanc Generative Artworks
generative data artwork for web relaunch
The product specifications, i.e. the DNA of the individual products, determine the specific appearance of the stage set; each product, thus, creates its own variation of the generative artwork following the rules of its artist.
The agency Scholz & Volkmer developed a new product presentation for the world wide relaunch of the Montblanc website: The traditional brand Montblanc does not regard its products as mere fashion accessories, but rather as high-quality handcrafted masterpieces that demand a unique product presentation. For each product line a generative artist was invited to develop a flexible and unique artwork, which provides the masterpieces with an appropriate presentation stage.
The product specifications, i.e. the DNA of the individual products, determine the specific appearance of the stage set; each product, thus, creates its own variation of the generative artwork following the rules of its artist. In addition to other artists, such as Marius Watz and Anthony Mattox, who are developing artworks for the brand’s sunglass and perfume lines, we were invited to develop our interpretation of an artwork for the product category watches.
the artwork »perceptions in fluid time«
The artwork consists of two elements – delicate linear structures and amorphous bodies – which visualize the characteristics of Montblanc watches: the highest precision of the movement and the high quality of the 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 watch, pick up on the high quality materials and complement the lines, thereby forming a total work of art with its unique DNA that every Montblanc watch embodies.
A tool generates the individual product films. All the watch specifications, i.e. size, end user, material, casing type, etc., are read from a product database; a film with a unique and unmistakable variation of the artwork is then made. Nearly 200 different films were created for the product category watches.
The tool was created using processing and all animations are exported without the need of post production. We also made use of a wide range of great processing libraries like toxiclibs
for the fluid and GLGraphics
to make shading possible, as well as Lee Byrons meshLib
and the Ani Tweaning Library
by Benedikt Groß for the mesh and its animation. Not to forget ControlP5
for camera and control.