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Session 23 Werkbund and Avant-Garde - Coggle Diagram

- - - -  Provide a new version of how to relate to an artistic world and how to understand technology
      - o Cubism, Neoplasticism, constructivism, futurism
      - o Explosion of many things going on at the same time.
  - - - • Connecting from expressionism to dadaism, to cubism…: Genealogies
        • Two types of color, red and black; red we have Japanese Prints, Near-Eastern Art, N* sculpture, machine Aesthetic; black we have art nouveau, cubism, futurism, constructivism, neoplasticism
- - - - o Objects are abstracted forms
      - o Depicts objects from multitude viewpoints, frontal view, latitude view ,
      - o Most influential artistic style of 20th century
      - o It is not invented by Cubists but inspired with other arts
  - - - o Capture dynamism and energy
      - o Starts with a poem, trying to give us movements, they do not connect with the past, but create something new. They do it in an oppressive way
      - o Wanted to bring dynamism, the energy and movement, of modern life
      - o Wanted Museums to be burnt, as they wanted to focus on new stuff
      - o It is important because it links to publicity and is able to sell objects easily. It can sell products for companies.
  - - - o Moves a step forward from the cubists
      - o Uses very simple color, line and forms
      - o Within abstraction, you can find the ideal art, impacts the aesthetics we found in many objects
      - o It goes to more abstract objects and shapes
      - o Comes from the Netherlands
      - o Middle of WW1: Death of ornaments
      - o Connects with art-nouveau
      - o Created chairs that can only be understand in a neoplasticism architecture
  - - - o Had to build a new country and new way to understand life with constructivism
      - o Art gets political, where one of their creations is a red army against the white army.
      - o Abstraction is included, we see movement and dynamism
      - o Uses axonometric
      - o Design needs to be outside, in factories.
      - o Important with Popova as a great designer, and many female artists in Constructivism
      - o Interested in construction, in creating a message, an idea. Art was to be built
      - o The artist as an engineer,
      - o Creates a very strong visual language, it’s about message, impact, politics, easy to make and impact.
      - o Also do not want to connect with the past, want something radically new
- - - - o Barcelona pavilion, Barcelona chair
      - Lily Reich, first woman to be recognized within art and industry.
      - Names of companies:
        
        1907, Establishment of the Werkbund and 197-, Salon d’Automne, Paris
      - Architects, artists and industrialists, a precursor to the Bauhaus
  - - - • Managed to acquire patents for Germany
      - • Innovative companies, based on electricity, they managed to create a new idea of what a company should be.
      - • Manufactured dynamos, turbines, transformers, electric motors
      - • First company to have a corporate identity
  - - - • First Werkbund Exhibition 1914
      - o Cologne
      - • Second Werkbund exhibition
      - o Works from Le Corbusier
  - - - • Modern contemporary artists
      - • Through Behrens, bringing together industrialists, artists
      - • Creating a design through all orders of design
        
        Specific points
        
        o First graphic
        
         Logo of a company AEG, first way of having an identity and  Lucian Bernhard: Graphic poster: Culture of a brand
        
        o Second order:
        
         Created products, every design has a publicity with a strong graphic campaign
        
        o Third order
        
         Designed Turbine factory, trying to integrate the designs he made of the products and taking it to a space, the factory. It is a dialogue.
        
        o Fourth: Integration
        
         A designer working with different crafts and doing a system of a company. Starting with simple logo to a poster and finally to a factory that is his and includes all of these graphics he made.