Dari Furniture Collection
When asked to work on the concepts for DARI own furniture collection, we were asked to take consideration of existing market trends and demands, yet try and project the collection to be easily adapted in the future should trends in colours and materials change. We were brought in to work on this, since it is known that at DAAA we give great attention to understanding consumer buying behaviour. Our objective was to design a collection for the DARI design team that they can easily adapt to fit for customers of different tastes and budgets using the same essential pieces. This design philosophy is known as ‘The Apple Design Philosophy’. Apple design is all about understanding their customer’s needs, eliminating all unimportant possibilities.
We started the design process by studying and understanding the production process but most importantly then before we started thinking of any possible ideas we spent hours projecting different lifestyles of a number of different target markets and sub segment. Knowing not only their consumer behaviour but also their tastes and their way of life, we could project ourselves into different people’s homes in the future.
“One has to take several shots (projections) of a subject, from different points of view and in different situations, as if one examined the subject in a 360-degree view rather than looking through the same key-hole again and again”.
The results of the collection is a reflection of a good understanding of the production process, and the materials available with the established customer profiles created at the core of the design process. Yet where do you start?
As a studio, at DAAA we believe that FORM & FUNCTION should be given equal importance. Design impacts all our lives in ways subtle and overt. From our phones to our coffee pots, every object has a function. Yet, as Frank Lloyd Wright coined the phrase “form and function are one” this was our point of reference when designing the collection. Instead of focusing on just form, we focused on creating integrated designs that flowed easily into the surrounding. Great design is more than just good aesthetics. It is the way we use objects. An iPad or an Eames chair are beautiful by themselves, but you can’t truly appreciate their design until you start using them. It’s only then that you experience all the subtle touches, all the things visible and invisible that make great design.
