Creative Direction, Styling & Copywriting
Photography by Diego Armando
A Tale of Two Worlds: Martin & Weimar
This is a tale of two worlds, spanning thousands of miles across the Atlantic and filled with distinctly different ideologies. Yet, sharing a familiar similarity in design language that can only be observed retrospectively. One American and one German, spawning during a tumultuous time in the world’s history. A time of persecution and varying beliefs; united through a design language that surpassed borders and transcended time.
We at Johann Wolff [JW] present you to the Martin and the Weimar, two spectacles that reference a similar period in time. Taking inspiration from prominent design produced in both the United States and Germany around the time of WWII. Separated by continents, yet united through their similarities in design approach. Several months have been spent perfecting these two silhouettes, allowing our team to pay the necessary respect to their origins. Our team has taken these two vintage silhouettes and modernized their proportions while introducing refreshing color palettes.
New York City back alleys and jazz clubs gave way for some of the most interesting eyewear to date. The Martin is based off of a vintage frame that our design team sourced from the depth of the belly of the beast. The Big Apple. Its stout presence and sophisticated lines compliment the simplicity of this frame. From a distance it could be mistaken for a classic Wayfarer, yet once analyzed up-close a substantial amount of acetate is present. Our team chose to keep this frame on the wider side, to accommodate larger faces while not overpowering the front of the frame. This allows the Martin to work as an oversized frame for smaller faces while fitting larger faces as a proportionate spectacle.
The Weimar was born from design principles established in the Bauhaus school of design, named after the first city in which the school was established in 1919. The Weimar pulls inspiration from the chunky balconies of the Bauhaus school’s architecture and its furniture constructed of metal pipes with curved corners. One of the more elaborate frames of the JW roster, a modernized cat-eye with design sensibilities of the past. The Weimar is a predominantly female centric frame, yet suitable for the daring man wanting to stand out from the crowd. Its lack of adornment and presence make it a unique addition to the JW family.
While we’ve covered the bases of essential frames with models such as the Otto and Kepler, we at JW want to slowly push the envelope and educate our clients on eyewear through our design interests. Our design team began to explore a new path through frames such as the Anna and Carousel, which have proven to be bestsellers. We now continue to do so through the Martin and Weimar, which come from different points of reference yet share similar design sensibilities. Our team encourages you to get out of your comfort zone. Push your boundaries and explore new eyewear moments through the Martin and Weimar.
The Kampong: A Floridian Oasis
There is a strong air of romance that characterizes the days before the internet. A larger world defined by slower times. Days of exploration across the black sands of the French Polynesian islands, spanning up into the Andean villages possessing a spiritual connection to their land. Men and women driven by curiosity towards mysterious lands. Where communities far removed from the modern world live in peace. Faraway lands that you only read about in books, painting a picture of the unknown. Remnants of this still exist today, yet stand as only a reminder of simpler times from a distant past.
You don’t have to go too far to be reminded, so long as your curiosity is present. South Florida’s wetlands were once a treacherous frontier yet to be tamed by man. Burmese pythons, crocodiles and Manchineel Trees (the deadliest tree in the world) all local inhabitants. Within all this spans a small plot of land, in the neighborhood of Coconut Grove, that is known as The Kampong. Formerly the home of David Fairchild. A botanist that is revered for bringing over 80,000 exotic seeds and plant species to the United States. Within those pistachios, East Indian mangoes and avocados; to name a few. The Kampong is now a botanical garden that can be enjoyed by the public and it so happens to be the location of the current Johann Wolff campaign. Introducing new additions to the JW family, the Martin and Weimar. As well, as highlighting new colors in sun and optical frames, such as Mango and Ivory.
The Kampong was chosen as the location for this campaign due to its indicative South Florida beauty. A dance between the shade provided by the tree canopy and the warm Florida sun’s beaming rays, illuminating the garden and its array of vivid colors. It subtly screams Miami, allowing viewers to see the city through local eyes. Purposefully highlighting the beauty of the local fauna that serves as the perfect backdrop for eyewear that is inspired by a distant past. A reminder of where we came from.
This is the first installment of a series that will take you on a voyage throughout Miami, via a local lens. Guiding the viewer on the atypical beauty of the city, which is deeply rooted in the essence of Johann Wolff. Born from German heritage and a tropical upbringing, Johann Wolff lives in a world parallel to ours, existing in a past filled with exploration and innovation. Pushing the boundaries of design, one frame at a time.
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