- Nooka
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NOOKA 
Type Privately held Industry Luxury goods Founded 2004 Founder(s) Matthew Waldman Headquarters NYC, USA Number of locations Worldwide boutiques Products Wristwatches, Accessories Website www.nooka.com Nooka Inc. is a New York fashion design company founded by artist/designer Matthew Waldman. The ethos of Nooka is universal language, which guides the creation of products with enhanced functionality and a futuristic philosophy. Most prominently known for its line of timepieces, Nooka has expanded their range, creating a Mindstyle™ brand with the addition of innovative accessories and a fragrance.[1] With headquarters in New York City with an office in Tokyo, Nooka produces a line of wristwatches and other fashion accessories.
Contents
History
Founded in December 2004 as somewhat of a side project, Waldman started Nooka as an opportunity to incorporate his graphic design skills in manufacturing a watch he designed for Seiko which had unfortunately been discontinued. Thus, the early Zoo model was born, and with the encouragement of fellow designers and his first client, the Museum of Modern Art, Waldman pursued Nooka designs as a full-time venture.[2]
For Waldman the concept of Nooka began in London - "My inspiration was a memory. I was sitting in a hotel in London waiting for a client when i noticed a large clock on the wall. It somehow reminded me of the clock on the wall in first grade. This brought back the memory of being taught ‘how to tell time’. I then remembered being taught ‘how to tell time’ again in the fifth grade when digital clocks became popular. I thought if one has to be taught how to tell time, how intuitive is it really? surely there are other models, once learned, that can be as intuitive as what we are taught. That was my brainstorm. From that thought sprang forth a series of designs I now have patents for, of one which Seiko manufactured."[3]
Nookafesto
In February 2010 Waldman issued the Nookafesto, a set of core values for the brand. The Nooka manifesto is to Create physical manifestations of ideas, Promote universal communication via the form and visual language of fashion and design, and, Bring a techno-progressivist set of expectations to the world of ordinary objects.[4]
- Universal Communication
- Nooka believes in the power of universal languages like those used in math, science and commerce to increase understanding and enable diverse groups of people to work together. The universal visual language of Nooka creates a communication tool for all, promoting the exchange of ideas across the globe through great design.
- Passion
- Nooka believes that constant advances in technology and cultural change necessitate originality in design. Our lust for innovation through technoculture and our childlike belief that anything is possible drive us to constantly strive for the perfect design.
- Interaction
- The alternative approach to everyday objects in Nooka’s designs triggers thoughts of new possibilities and examination of our surroundings. Nooka products change the brain state of anyone they touch.
- Purpose
- Every Nooka object is designed with intention. It has the power of clarity, the power to reach the heart of everyone who interacts with it. Nooka is committed to the belief that anything is possible. It is only through a truly open mind that we may face the challenges ahead of us.
- Inspiration
- Nooka sees the whole world as inspiration; it absorbs energy from it and creates new forms.
- Futurism
- Nooka changes how we experience technology by placing it in new contexts. The futurist believes that this process always results in progress. Nooka is a futurist brand.
Products
The first time pieces to be manufactured were the Zoo and Zot.[5] Current watch designs are available in four different styles Zub, Zem, V-Series, and Yogurt. Depending on the style, watches come with either the Zot, Zoo, ZenH, ZenV, Zirc, Zaz, or Zayu face and one of the four lens types Full, Half, Gem, or 45mm. Each style is available in an assortment of colors and practically all include a time and date feature, but most also include alarm and chronograph features.
Styles
- ZUB: band design made out of a single-unit polyurethane which comes in two different widths, 20mm and 38mm.
- ZEM: geometric shaped casing for Zot, Zoo, ZenH, and ZenV with either a black leather band or matching metal snake-like band
- V-Series: the ZenH, ZenV, Zoo, and Zot in either a steel case with black leather band or a polished "mirror" case with silver mesh band
- YOGURT: circular design made out of polyurethane and hours are displayed in center while the minutes circle the outer display
Lens
- FULL: Nooka's standard lens for the Zot, Zoo, ZenH, ZenV, and Zirc
- HALF: half size of standard Nooka lens with either stainless steel or 1 carat of SI1 F-G colored diamonds above and below the display
- GEM: geometric cut lens used for the Zem
- 45mm: Nooka's largest lens for the Zirc, Zaz, Zayu, and Zon
Face
- ZOT: hours are displayed as dots, and minutes by a horizontal bar
- ZOO: hours are displayed in a large window, and the minutes by a horizontal bar
- ZENH: hours and minutes are displayed by horizontal bars
- ZENV: hours and minutes are displayed by vertical bars
- ZIRC: hours are displayed in a circular manner like a tradition clock, and minutes are represented by a horizontal bar
- ZAZ: hours and minutes are displayed by vertical bars on a transparent screen
- ZAYU: hours are displayed as ovals, and minutes by a vertical bar
- ZON: offers two different views - 1) each block represents a single minute, 2) a traditional numeric display
Nooka watches are not made to custom order. However, to create unique collectable time-pieces Nooka has teamed up with a variety of companies and artist including W Hotels, Nickelodeon, Hennessy Black, MTV, KidRobot, and John Fluevog. The most recent collaboration with designer Karim Rashid resulted in Nooka's first circular design,[6] the Yogurt.
In 2010 Nooka and Silicone Zone teamed-up to create a truly eco-friendly watch packaging, the "siliconezone nooka gem box", inspired by the Nooka gem shape logo.[7] Made out of food-grade silicone, the package is microwavable/dishwasher safe and can be used for cooking or as a container.
Additional Products
- Belts: Strip
- Wallets: Asset Organizer (AO)
- Sunglasses: Mercury and Venus
- Fragrance: The Future Distilled
- Apparel: T-shirts
- Music Skins: wraps for laptops, iPhone, iPod, and iPad
- Glowessent: glow-in-the-dark edition of the Zub watch, Mercury glasses, and Asset Organizer (AO)
NOOKANOOKA
Nooka's corporate mascot is called a “nooka nooka”, sometimes expressed as “nooismo” in nooka marketing materials.[8] The NookaNooka is a collector's toy with a unique "U" shaped head, which can double as a display for Nooka watches.
mini NOOKANOOKA
Artist collaborations have resulted in the creation of mini NookaNooka's, smaller versions of the official mascot, there are currently only eight custom designs available.
Sponsorships
In 2010 Team Nooka was officially announced, as the company's first sponsored team of athletes and entertainers. The creation of Team Nooka followed the success of partnering with Red Bull during their Red Bull BC One competition in New York as well as their sponsorship of the Vans Warped Tour. [9] Nooka has also sponsored other events such as the 2010 Summer [X-Games] in Los Angeles.
Nooka currently sponsors BMX riders Mike Spinner, Steve McCann, Edwin De La Rosa and Morgan Wade. Motocross driver Ryan Tuerck, Lacrosse player Paul Rabil and Snowboarder Kaitlyn Farrington who won Winter X SuperPipe silver medal[10] at this years games.
References
External links
- NOOKA
- NOOKA Blog
- Interview: Matthew Waldman of Nooka in Wrist Fashion
- Matthew Waldman of Nooka in Design Glut
- NOOKA: The Info Aesthetics Of A Wrist Watch in PingMag
- SpearTalks: Matthew Waldman, Nooka in Josh Spear
- Interview with Matthew Waldman of Nooka in Flash Film
- Index of articles in Openers Japan
- NOOKA HU
- The Menthol Show: Episode 4 feat. Matt Waldman from Nooka
- Interview with Matthew Waldman of Nooka: We Are Already Machines
Categories:- Companies established in 2005
- Watch manufacturing companies
- Watch brands
- Companies based in New York City
- Privately held companies based in New York
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