Word: minimalist
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Dates: during 2000-2009
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Virgin America's minimalist approach extends much farther than the cabin door, to what CEO David Cush calls its "operating and complexity costs." The airline is flying newer, more fuel-efficient planes and only Airbus models, to simplify maintenance, which it outsources. It flies only point to point, on high-traffic routes that it expects will be profitable. This streamlining allows Virgin America to introduce itself to American flyers with ultra-low fares, which its competitors are scrambling to match after losing a two-year regulatory battle to keep Virgin America out of the U.S. The airline will raise prices...
Although the company continued to flourish in the 1980s, supplying flashy prints to designers like Gianni Versace, the minimalist '90s were another story. By 1989 the Ratti business had gone public, but despite Signor Ratti's attempt to branch out?adding jerseys, silk blends and facilities specializing in yarn-dyed silks?it was tough for a company famous for ebullient prints to thrive in a decade devoted to dour black...
...with an intellectual challenge - "disrupting their expectations," as McGregor puts it - than entertaining them in the traditional fashion. This isn't new in itself; what's new is the arrival of conceptual work in the dance establishment's mainstream. McGregor's Chroma, a starkly beautiful piece set in a minimalist box of white light, was the popular hit of the 2006-07 Royal Ballet season at London's Covent Garden, and led to his being appointed the Royal's resident choreographer - a radical evolution given that he has no formal classical-dance training. Other McGregor pieces...
Last November I went to Tokyo to trail Giorgio Armani while he opened the first Armani tower in Ginza. What struck me most?apart from the marvelous idea of seeing the ultimate minimalist designer in the birthplace of minimalism?was the way Armani kept positioning his brand for a younger generation of Japanese consumers. Everything, right down to the way the handbags and small leather goods were displayed in the window of his new shop, was about luring these coveted new luxury aficionados into Armani's universe. All around the world, designers and luxury executives are jockeying to appeal...
Then there are Joe Bradley's big bright canvases, such as Cavalry, 2007, which combine the resolutely abstract boxes and rectangles of Minimalist and color-field painting into cartoon-character formations. It's a bit of an art-history joke, and one that sculptor Joel Shapiro played with more than 20 years ago in 3-D. But Bradley's ferocious colors and color contrasts give his work a weirdly commanding presence, one made weirder still by all those infantile silhouettes...