The Hourglass: A Short Film that Celebrates Time, Slowly

Marc Newson is one of the world’s most respected, exhibited and award-winning designers. According to his website, he’s also the most highly-valued. Newson’s pieces have set so many records at auction that his work now accounts for almost 25% of the total contemporary design market. It therefore comes as no surprise that the hourglasses he has designed for Ikepod’s reboot cost anywhere from 9,000 to 13,000 Euros.

It’s tempting to dismiss Ikepod’s new Hourglass video as a sleek ad for an overpriced product, especially since that’s exactly what it is. But the video is also an elegant, visually striking tribute to a vanishing world, in which time (and timepieces) seemed to move more slowly.

Sheerly Avni is a San Francisco-based arts and culture writer. Her work has appeared in Salon, LA Weekly, Mother Jones, and many other publications. You can follow her on twitter at @sheerly

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