Volume I
Restraint
as power.
Luxury design communicates through what it does not do. Every element that remains has survived rigorous elimination.
White space is the most expensive material. Typography is the only ornament. The reader is trusted to arrive.
1921
Chanel No.5
The year perfume became art direction.
Zero
Decorative elements
Typography does all the work, alone.
∞
Negative space
Silence between letters is the message.