The Dieline Awards 2011: Second Place - Issey Miyake VUE

Entrant: fuseproject

Country: USA

Category: Books, Office + Art Supplies, Toys, Clothes, Accessories + Promotional

Description:

VUE is a new watch designed for Issey Miyake emphasizing the present moment in time encapsulated in an iconic design. Instead of showing all 12 hours like a typical watch face, with VUE only the current hour number is completely visible, with a hint of what has passed and what is to come. This honors the mystery and complexity of time while working to focus on the now.

We continued this notion of time and reveal in the VUE packaging. It is a unique case which graphically echoes the gradient experienced on the watch face, a grey pattern which gradually fades towards the top of the case until it disappears, much like the other numbers on the watch face. Once the top of the case is removed, a paper note pad conceals the watch completely. As each page is lifted, more of the watch is revealed, echoing the philosophy behind VUE’s conception of time. Eventually, the entire watch comes into view, resting between the pages of the pad. The paper is recyclable and can be reused long after the watch is removed.

With VUE, we wanted to create a new and holistic view of time, drawing the user into the experience. The mindset of the watch is to let the mystery of time be experienced:  the watch and packaging allow us to feel time’s appearance and disappearance in our lives, allowing us to live in a new view of time.