Inheritance And Reconstruction

The rise of Wedgwood during the industrial revolution symbolizes the transition from the traditional to the modern ceramic industry in England.In two and a half centuries after its founding,Wedgwood became not only the most representative brand in the British ceramic industry but also an eminent ceramic company on the global stage.Over 250 years,Wedgwood has accumulated a large amount of products.These products collectively leave a permanent historical imprint on the company,and continuously tells it ebbs and flows.In this paper,I focus on some of the classical designs at Wedgwood,and try to find out the causes behind the formation of diverse design vocabularies and styles during different periods of its development.The general rules,that govern the design of ceramic domestic products,are deduced by analyzing the roles design has played in the booms and slumps at Wedgwood,and the interconnection among factors such as product design,material research,production management,marketing,social consumption,personal life style and artistic aesthetics.In order to gain a deeper insight into the "Wedgwood phenomenon",my discussion puts great emphasis onto the construction,continuity and reinvention of Wedgwood's classical designs.The construction of classical design is very important to the development of a ceramic company and the establishment of its brand.A large amount of classical designs emerged at Wedgwood in the latter half of the 18th century and in the middle of the 20th century,undoubtedly the two most glorious periods in Wedgwood's 250-year history.The numerous classical designs that a company has accumulated over years of development,help to form a design system that provide models,standards and guidelines for innovative designs.Wedgwood at its peak had a great global version,and was very good at absorbing nutrition from various countries and artistic fields.As a result,it produced the best possible way of reinvention that emphasized on diversity,inclusion and symbiosis.Unfortunately,modern Wedgwood focuses more on the continuity of its classical designs.The development of British culture chooses a path of integration between tradition and innovation.This is fully embodies in Wedgwood's product design.When shaping its classical products,Wedgwood selects a road midway between inheritance and reconstruction.Almost every single design in Wedgwood's 250-year history has its root in earlier designs and arts.