Société des Artistes Décorateurs

Société des Artistes Décorateurs (SAD)

The SAD is a French society for decorative artists and designers of furniture and interior. After the 1900 World's Fair in Paris, a group of artists formed a collective, the SAD. The principles of Art Deco can be traced back to this world exhibition. And these artists are said to have influenced the principles of Art Deco. With the creation of the SAD, the artists responded to the increasing interest in autonomous and applied art in France. Its purpose was to promote French artistic crafts and meet the demand of the affluent urban elite for high-quality French craftsmanship. The annual salons, organized by the SAD, were the first official way to encourage new standards of design and production in France