Home' Australian Furniture and Furnishing : Volume 2 No 2 Contents 56 // AUSTRALIAN FURNITURE & FURNISHING / WWW.AUSTRALIANFURNITURE.ORG.AU
AUSTRALIAN FURNITURE & FURNISHING
Some companies have also been
affected by the misrepresentation in
the Australian media about what design
really is, and how things are made.
Missing out on opportunities to inferior
products and copies that have more to
spend on marketing is also an issue.
Many people in the industry want to
push their products further and improve
their range by using new technology,
materials and trends, but don't. Many are
not using social media to increase their
market and monetise their following,
and many don't want, or know how, to
correctly market their company to the
right target market. Most are afraid of the
risk of spending money that they might
simply not have. Furniture businesses
need to evolve, or they will run the risk of
Using social media, such as Instagram,
Facebook and YouTube, can
dramatically increase revenue.
Training colleges need to have more
industry professionals teaching specific
subjects so that their students are
getting the most up-to-date information
and industry-specific training.
Company owners, designers and
manufacturers need to learn to celebrate
and use each other to tell better stories
through design, creating furniture and
products using design thinking, and
understanding how to problem-solve.
Designers need to also research
materials and push the limits of the
materials, and be truly innovative; not just
create more things destined for landfill.
AF&F: The AFA offers events
like FURNITEX, awards programs
and opportunities to exhibit
internationally. Why should makers,
suppliers and designers get involved
with these types of events?
MM: I am forever telling designers and
makers alike: You need to be in it to
win it! You need to get in on the action!
Even if I could glue a loudspeaker to
my mouth, I wouldn't be able to stress
this enough. It doesn't matter if you
enter and don't win, but what if you do?
What if you get international exposure?
What will happen to your brand and
business then? I can understand if
people want to make things as a hobby
-- that's great -- but if you are running
a business, you need exposure. You
need to make money and you need this
type of exposure. It's one of the very few
internationally recognised events and
associations in Australia.
The opportunities are really endless -- it
just depends on how much you want to
succeed in your business, and how you
will take advantage of what the AFA
can do to assist in reaching your goals.
The tools are there, it just depends on
if you want to, and know how to, use
them to your advantage.
I would highly recommend that
Members enter awards, exhibit locally
and internationally, and take every
opportunity provided by the AFA.
AF&F: Design is your expertise. Can
you give us some insight into current
trends in design?
MM: The current trends seem to
change quickly, and are now growing.
People are bamboozled by made-up
design styles on reality TV and become
very confused about what to believe.
I find that Australia is more in tune
with what is happening in Europe in
regards to furniture design. We have
been through a very minimalistic,
monochromatic and Scandinavian
phase for some time now. The latest
trend coming out of Europe is very
Art Deco--inspired, with more ornate
products and accessories featuring
gold and metallic detailing. Yet, in
Australia, we find that customers still
want that 'safe' option. We will always
see the Scandinavian design style very
prominent. The mid-century is making
a great comeback, as people are
admiring curved lines again, rather than
very stark straight lines. The increase
in popularity of boho is interesting,
but it is more used for accessories
rather than a design style for furniture.
It will accentuate your furniture pieces
or complement them. Industrial is still
strong, as our love affair with converted
warehouse living is endless. Victorian
or provincial will still be popular as
more and more people try their hand at
renovating inner-city Victorian dwellings.
AF&F: What are some of the most
important aspects of design at the
moment? For instance, sustainable,
innovative, space-saving, unique,
MM: There are more experimental
products being made by mixing
materials and manufacturing
techniques, and 3D printing is
becoming more accessible, in many
different materials. CNC technology,
3D modelling and CAD are also
becoming more affordable. More and
more designers are creating new,
Links Archive Volume 2 No 1 Navigation Previous Page Next Page