Yoav Kotik’s Precious Metal
by First name Last name on 02/01/2010 | 2 Minute Read
Jewelry from packaging:Yoav Kotik’s rings, bracelets, necklaces and pendents are made from metal bottle caps.
I’m interested in how he manages to “raise the bar” on the perceived quality of this jewelry—(made from recycled bottle caps, after all).
On the one hand, his “Precious Metal” collection exploits the pop branding of the source product—(and gains some of the commercial appeal, inherent in the colors and logos of beverage packaging)—on the other hand, his jewelry seems somehow classier and more tasteful. This may be partly due to the photography and the use of precious metal settings, but there’s also evidence here of an artistic sensibility above and beyond the idea of consumers electing to wear brand-name badges (ironic or otherwise).
Some of the logos are cropped and truncated, making them almost abstract. The red ring, above (top, center) has no logo at all—just “100% Pure” and some incomplete “product use” instructions. While this still conflates our sense of ourselves with the products we use—(what does it mean for the wearer to be “100% Pure”?)—it’s not so brand-specific in this case. Not like saying: “I’m a Diet Coke girl,” which is, in effect, the message of a lot of the other pieces.
(Earrings and necklaces, after the fold...)