COLLABORATION
A SURREAL FLOWER, A CLASH OF OPPOSITES
Jaeger-LeCoultre has collaborated with digital floristry sculptor Brendi Wedinger under the Made of Makers programme to create an exclusive digital flower collection inspired by the Vallée de Joux's beauty. Frozen in a golden bath, each virtual flower is a combination of three real flowers, to create something unique.
ARTWORK
INSPIRED BY THE VALLÉE DE JOUX
The three virtual creations are an idealised homage to a variety of flowers found in the Vallée de Joux throughout the changing seasons: one inspired by the Poppy, one inspired by the Late Spider Orchid, and one inspired by the Alpine Thistle. In creating this work, Brendi Wedinger has deliberately played with contrasting notions – the opposition between the organic softness of nature and the cold solidity of precious metal from Jaeger-LeCoultre watches, the digital and the physical, the ephemeral and the eternal– adding subtle layers of tension and intrigue that heighten the emotional impact of each creation.
ELEGANT NATURE
Linking them back to the Maison’s history, Jaeger-LeCoultre has added an official name to each flower, which pays tribute to the Reverso’s year of origin. Thus, elements of poppy, alpine pasque and Grass of Parnassus have been combined to create Flos Montis Fluit (Flower of the Mountain Flows), known as the 1931 Golden Poppy. Poet’s Daffodil, red hemp nettle and late spider orchid are blended to create Gemma Vallis (The Jewel of the Vallee), known as the 1931 Golden Orchid. For the third flower, water mint, Pincushionflower and Alpinethistle have been combined to create Rhapsodia Petalorum Alpinorum (The Rhapsody of Alpine Petals), known as the 1931 Golden Thistle.
When people look more deeply at each work, they will see that every element is recognisable and traceable to a natural flower, but I remixed and layered the details to emphasise their surreal nature.
BIOGRAPHY
BRENDI WEDINGER: REDEFINING CREATIVE LIMITS
Brendi Wedinger is a multidisciplinary artist and designer based in Los Angeles, California. She creates within the mediums of 3D digital arts, sculpture and floristry. Her work aims to captivate the senses through its tactile and emotional nature and sits at an abstracted middle point between real-life and fantasy. Throughout her vibrant and imaginative pieces, you will find an impression of nature that has been remixed into a new, surreal visual reality.
Brendi Wedinger's work has appeared in numerous print and online publications including Viewpoint, Dezeen, Surface, Designboom and Notion magazine.
PROGRAMME
REIMAGINING CREATIVE EXPRESSION
Made of Makers encapsulates a series of collaborations with artists and with artisans from various disciplines outside watchmaking, building a community of creators with similar values and visions of creativity, and provoking new conversations.
With intense respect for the person in the process – the creativity of the mind and the skill of the hand – the programme focuses on creative souls who share the Maison’s values and whose work explores new forms of expression.
What's next
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