DESIGN Design has two principal meanings: design in the sense of a process (a drawing, an idea or a creative concept) and design in the sense of an outcome (the appearance of the created object, as well as the international language of larger structures, such as those encountered in interior design and architecture). The word design (from Latin “designare” = to signify) has been introduced into many different languages. Following its emergence in craftwork, design has since flourished in numerous other fields. The most important are product design (e.g. furniture and household objects), industrial design (a term largely applied to the design of industrially manufactured products in contrast to craftwork, but is sometimes used to describe specialized machines for industrial production), interior design (special art), graphic design (means of visual communication such as typography, prints, marketing materials), corporate design (establishment of an homogeneous visual appearance), communication design, packaging design, fashion and textile design, color design, etc. Design encompasses not only the visual or aesthetic presentation of an object or a communication medium, but also its functionality and construction. The tasks of a designer include product conceptualization, selecting and processing materials and choosing the production technique. Design influences ergonomics and the usability of everyday equipment and devices, and understanding the emotional component of a design has become crucial in today’s word. A well- designed product performs optimally, clearly conveys its function and is a pleasure to use both in the short and the long term. DIAMOND CUT Within gemology, cutting is a process which intensifies the shine of a gem by bringing out the optical effects which are already inside the stone. The cut of a diamond decides upon its brilliance. Cutting is part of the 4Cs (Color, Clarity, Cut, Carat) and is the most remarkable of these four criteria. The higher the quality of a cut, the more the stone shines. Only the perfect cut can bring out the unique fire of a diamond. There are around 1500 types of diamond cuts. The brilliant cut is considered the best-known cut, which is composed of small, polished surfaces. These surfaces, or facet (from French “facette” = bevel; partially polished, flat surface) cuts are used for other gemstones, mirrors and glass, and even to create special forms (compare: AXOR Starck V). AXOR information: For AXOR Edge, the diamond cut describes the partially refined surface structures
Dot Award: Design Concept illustrate how valuable concepts are – even before their realization – evaluating and acknowledging new design concepts, innovations and prototypes believed to be the precursors of tomorrow’s important products. AXOR information: With WaterDream, AXOR has established a format through which conceptual potential can be achieved without compromising design creativity (similar to concept cars of the automobile industry). Space, water and humans are the only parameters for the international architects and designers. With no constraints related to market conditions, radical freedom and thinking emerges about product design and bathrooms. Many of the AXOR WaterDreams (established in 2000) turned into visionary products for the bathroom, such as the AXOR Massaud collection, the AXOR shower products designed by Front, or the AXOR LampShower designed by Nendo, which is itself is a new interpretation of the interaction between light and water. CULTURE ⁄ CULTURAL In our society, we use the word cultural (from Latin “cultura” = development, cultivation, processing) to describe institutions and activities such as the theatre, music, visual arts, literature, but also education and research. However, these are only the most visible expressions of a culture, which develops within a community and which is determined by a range of factors like language, politics, law, family structures, social values, religion and social conventions, education, communication skills, consumer habits, housing and health care, social behavior and responsible attitude towards individuals, society and the environment. The complex phenomenon of cultural identity within Europe is closely connected with the concept of civilization (as a theoretical counterpoint to the state of nature, instinctive behavior and the abuse of power). This led to a new image of state and society in the context of the Enlightenment in the 18th century. Culture can also be understood as a concept which works on both a large and a small scale. It is not only individuals who develop their own culture, but also every community – on the basis of familial, societal and religious structures. An individual might express their cultural identity through appearance, bodily care, or style of living. In larger structures, this identity presents itself as a subculture. In companies, concepts of morality, history, brand-specific standards of quality and sustainability, as well as socially responsible behavior all result in a culture which contributes to the formation of a specific identity (compare: Corporate Identity).
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