“In the weave” is a book presented by Création Baumann to celebrate its 125th anniversary. It is an impressive reflection of 125 years in the world of textile design, and the permanent balancing act it maintains between short-lived trends and visionary experiments. Timeless, yet of its time – this is not simply a documentation of the historical growth of an outstanding, ground-breaking business in the textiles sector; it also recapitulates the “hows” and the “whys” of developments and marketing successes.

This lavish, carefully-designed 144-page work was produced by Jörg Baumann, who led the family business until 2000, before transferring it on into the third generation. He spent three years researching the family archives in order to trace “the development of the taste and the colours” (as Baumann put it), and created a chronicle that “concentrates on the history of design development”, going beyond matters specific only to the company. Those who are already familiar with the subject matter will by no means be the only ones who find it worth reading.

The seven main chapters are each framed by collages – so-called mood¬boards – “which show the trends of the each decade in turn, far more clearly than would ever be possible with words, enabling us to gain an impression of what was once in fashion” (according to Baumann). This seems reasonable, given that it was those very 60 years that formed the core of what he himself experienced so intensely, and what he personally helped to shape.

This book reflects the impressive continuum of constantly-recurring transitions between artistic concepts and technological practicalities; a contemporary history that is in a state of permanent reinvention. Just as it was once given expression in the ancient Greek concept of “aesthetic”; as a sensitively (ais) perceived (thesis) – i.e. personified – company culture, woven together from many finely-spun threads.

Available in bookstores or at the following publishing house: www.creavis-verlag.de

“IN THE WEAVE. The World of Decorative Fabrics, Stories and Histories”
Published by Jörg Baumann, Creavis 2011; 
ISBN 978-3-00-033494-8, 144 Pages, CHF68, EUR49
Date of publication: 28th January 2011

About the author: Jörg Baumann was born in 1934 in Langenthal, Switzerland, as the second of three children. Following his school-leaving certificate (in Bern) his university studies (in Paris) and his years of travel, he joined the family company (Baumann + Co.) in 1962. He managed the company until he handed it over to one of his two sons in 2000.
He is also the author of “kurz und bündig”  (Published by Merkur Druck; Langenthal 2007)