G-SHOCK
WINNER : FUTURE LEGENDS CAMPAIGN
DESIGN CONTEST
DESIGN BRIEF
Theme: Future Legend
Design the 6900 based on your interpretation of how the 6900 will be in the year 2045 (the next 25th anniversary) as the next Future Legend. Provide a short write-up of your design inspiration/concept.
What does future legend mean? Does it necessarily mean advancement or does it mean being rudimentary? My design of the G SHOCK 6900 empathizes with two of the biggest problems we are facing in today’s world: plastic accumulation and industrial pollution. Innovator, Peter Lewis invented the machine that converts 100% of plastic waste into bricks. These plastic waste bricks are extremely durable, give out 95% lower Greenhouse Gas emissions (GhG) and have better thermal and sound insulating capabilities. The body of the watch is entirely made out of this material. The bright patches of colour and metal go along with the theme.
Are we going back into the future? Exploring the theme of sustainable and vegan fashion, the G SHOCK 6900 has been created using a unique and unconventional material called Piñatex® by Ananas Anam. Dr. Carmen Hijosa developed this non-woven, renewable textile made out of leaves discarded from pineapple harvests which require no additional environmental resources. As rightfully stated by her, “Design is not just about the product. Design is about responsibility.”, the G SHOCK 6900 has been dedicated to not only be aesthetically appealing but has been designed to respect our resources. It is UV-resistant, weather-resistant, and scratch-resistant. Not only does it maintain a low environmental footprint, it also provides a great opportunity to the developing farming communities. The green accent is highlighting its purpose. The contexture of the design and our habitat is aimed to be in harmony.
MATERIAL PROPERTIES
TECHNICAL
Fire Resistance : Unknown
UV Resistance : Good
Weather Resistance : High
Scratch Resistance : High
Weight : Medium
Renewable : Yes
Elasticity : Medium
Fragility : Low
SENSORIAL
Glossiness : High
Translucence : Low
Texture : Medium
Hardness : Low
Temperature : Warm
Sound : Low
Odour : Low
The brief was to design a watch for the year 2045. What would the future legend watch look like? What would make its future legend watch? My mind was immediately drawn towards deciding the material to be used as opposed to giving my undivided attention to the graphics. The reason being, when I think about the future, the first thing that comes to my mind is the detrimental depletion of natural resources and a catastrophic increase in the carbon footprint. Sustainability. Ecology. Viability. It's what I wanted. It's what I needed.
I started researching materials. Since G-SHOCKs' mantra is durability, robustness, and strength, I had to make sure that the material I would choose wouldn't compromise their brand identity. After weeks of grueling research, I came across a material called Piñatex®. Not only did it completely please my need for a sustainable design, but it also seamlessly ticked all the boxes for what makes a G-SHOCK a G-SHOCK. And oh! It was absolutely stunning to look at.
CAMPAIGN PHOTOSHOOT
PRESENTATION BOARD
Ananatura Watch Design Proposal
PEAK INTO THE DESIGN PROCESS
