With a strong brand name inspired by Austria I felt further research into the culture and design of the country would aid my design process informing further design directions and treatments. Austria is a German-speaking country in Central Europe, characterised by its mountain villages, architecture, Imperial history and rugged alpine terrain. The landscape of the country is idyllic and extremely natural which will work well to connote a luxurious clean and fresh ideology of the brand. As its not a huge tourist destination this adds further exclusivity visiting one of the expensive ski resorts, or taking a long city break in the glamorous capital Vienna, this creates an exclusive ideology the status orientated target audience will want to be associated with.
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| Lake Mondsee |
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| Ski Resort St Alberg |
Looking at further contextual inspiration for design treatments I researched the Vienna Secession movement whose president was Gustav Klimt. Formed in 1897 by a group of Austrian artists who had resigned from the Association of Austrian Artists, housed in the Vienna Künstlerhaus. This movement included painters, sculptors, and architects. It has been one of Europe's preeminent forums for contemporary art and has had an influence on the radically changing ways modern art has been exhibited during the 20th century. While providing contextual design inspiration originating from Austria I am unsure if the aesthetic of the movement would appeal to a contemporary audience however the process of development will help to resolve these doubts.
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| The Secession Building Vienna |
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