Art Nouveau (Jugendstil in German) or new art grew out of the Arts and Crafts movement. Organic shapes, slender formats and magical or fantasy themes are common to this period.

However Art Nouveau coincides with the founding of many companies in the wake of the industrialization. In contrast to the Arts and Crafts movement, which revered and imitated the craft or cottage industry of the middle ages, designers and artists in the Art Nouveau movement often worked closely with company founders to promote their products.

The floral whimiscal lines and shapes so common to Art Nouveau also highlight the importance of the designer/artist and their style. One can often recognize works by specific people (for example Alphonse Mucha)