Changing Kitsch to Luxury
Can good design change an object of kitsch into a premiere luxury item? In partnership with our client Yawning Fish, that’s what we at CCD, achieved with the protection bell.
What’s a guardian bell? In the Easy Rider days, riders hung the tiny trinkets on various parts of the bike to scare away gremlins from causing mischief to the rider in the form of engine malfunction, flat tires, and slick spills. Even today in the era of suburban-dad Harley collectors, guardian bells are still common and one of many small ways owners personalize their bikes, though the magic thinking has somewhat devolved into jokey guy-kitsch. With today’s style obsessed and more affluent motorcycle set, Portland’s Yawning Fish decided it was time to revisit the bell and redefine it as a premiere accessory.
“The aim is not only to create a quality object but also to build a psychological intimacy with the user.”