Home' Australian Furniture and Furnishing : Volume 2 No 1 Contents AUSTRALIAN FURNITURE & FURNISHING
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Entering my furniture piece into the
ACE Design Awards and having
it supported by the AFA was a
different experience from all aspects.
The judges looked into the designs
from a different angle, and the visitors to
FURNITEX had different expectations.
This was a new and exciting challenge
for me. After exhibiting my product at
FURNITEX and receiving the Creative
Vision award, I was notified that, in
addition to the award, I would be eligible
to present my product in London. This
was quite a surprise, and a welcome
opportunity for me.
I was very excited to exhibit in Europe.
This was a golden opportunity to test
my product in a different environment
to Australia, to see how the industry
would respond to Australian design
Of course, exhibiting at Tent provided
me the chance to show my design
work to a much wider audience. As a
result of that, I have received interest
from other magazines and exhibitions in
Europe, which is really exciting.
In addition, attending the Tent exhibition
provided me the opportunity to see
designs from other countries, and
to look at emerging trends and new
The foremost outcome of exhibiting
at Tent was to gauge how my design
work compared to the work of other
designers, and products from other
countries. I was a bit overwhelmed at
first, but soon realised that my design
work and the other work presented at
Tent compared well. Australian design
is not ahead, but it is not behind either.
During the course of the exhibition, I
found out that how the products are
presented is so important. The exhibition
area, support graphics, lighting, stand
design, representation of your country,
et cetera, are all important.
I was well prepared for this event. I did
some research beforehand, of people
and places to visit. In the future, I would
do even more research, targeting
companies and potential clients to
approach or invite to view my work. You
cannot wait for people to wander by –
you have to be more proactive. I would
do more pre-event planning.
On a personal level, we had a great
time in London. What a lively city! It
is difficult to be oblivious to all of the
glamour and excitement in London.
On a professional level, visiting the
Moroso showroom was the highlight of
my trip – they have exquisite designs
matching my taste, as well as an
interesting business model, and a
friendly and helpful manner. This was all
As a designer, I was excited by the
bold use of colour and form, and this
reminded me of the importance of
being brave in the designs that I create.
We went to the Ron Arad talk, which
was inspiring. He is brave!
We met and discussed design and
business issues with designers from
different countries regarding things like
their challenges, the local market and
their visions. All of this added to the
invaluable experiences that I had at Tent.
Based on what I gained from exhibiting
at Tent, and from my previous visit to
Milan Design Week, I would definitely
consider attending other international
events. I think you must market your
product to an audience that is as
broad as possible. At this stage, I am
investigating exhibiting my products in
the United States or Italy in 2016.
Speaking as a designer presenting
work, first I would recommend
simplicity. This is the basis of my
designs, and they were well received in
London because of their simplicity.
Second, pay attention to the details
of everything – product design, the
quality of the making in the product or
prototype, and graphic support materials
– and have a clear story to tell.
Third, for transporting the product,
consider flat pack, of course; but don’t
let it drive or compromise the base
Fourth, always design what you like and
not what you think the ‘market’ pushes you
to design. There is always a market for a
design that comes from your passion.
The last, but definitely not least,
recommendation is to trust in yourself
and your designs.
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