Graduation Doc Harshit
Graduation Doc Harshit
Graduation Doc Harshit
2020
INDUSTRIAL DESIGN FACULTY (FURNITURE AND INTERIOR DESIGN)
The Evaluation Jury recommends HARSHIT TAAK for the
Chairman
Copyright © 2020
Members :
This document has been written and designed by Harshit Taak
Student documentation publication, meant for private circulation only. All rights reserved.
No part of this document can be reproduced or transmitted in any form or by any means electronically or mechanically, including, photocopying,
xerography or video recording without permission from Harshit Taak and National Institute of Design, Ahmedabad, India.
All Illustration and photographs in this document are copyright © 2019 by respective people/organization.
Y
5. Introduction to the project 13 c. Prototyping of Pilotis 60
6. Research 15 I. Symbology 61
a. SPIN 16 II. Joinery evolution 63
I. Design ideology 16 III. Translations 68
I. Target Audience 17 IV. Final prototype 75
II. Material choices 17 V. Prototype Analysis 81
III. Colour space 24 d. The way forward 94
IV. Form ideology 24 9. Reflections from the project 95
V. Industrial processes 32 10. References 99
b. Craft 33 11. Glossary
I. Why crafts? 33 12. Image credits
II. Which crafts? 33 13. Appendix
c. Features of the Range 37
I. How much craft? 37 /s/
II. Functions of the range Meaning: the sun
37
7. Evolved project brief 39
8. Design Development 41
a. Experiments with different crafts
PROJECT BRIEF
To design and develop a range of residential furniture fused with a craft following SPIN’s
ideology and visual language.
PROJECT BACKGROUND
SPIN the sponsor is the partner company minimal style. It took about two years for
of Shark Shopfits which has been in the SPIN to create a minimal identity to mix the
business of shopfitting since 2003. Such a craft with. This was due to the intense hit and
long successful journey led to the eventual trials which went to come to a point where
A
emergence of SPIN in 2017. The furniture they could notice that the image is pretty
brand follows a mix of Japanese and Nordic much and the next step which is to come
minimal aesthetics and principles. The up with different furniture and products
furniture stands for simplicity, utility and following that identity is more important for
beauty. A combination of modern materials, the business. Since then the brand has been
techniques and audacious creative thinking is following the same but strong philosophy
used to achieve the same. of theirs which is also strongly based on
The company started with an idea of the industrial processes available at their
combining crafts with highly industrial and workshop.
THE CHALLENGE
Over the years the brand realized that as of in an instant but should be a conversation
now the product and furniture catalogue starter which builds bonds. Focusing on
serves the ideology very well. Over time they these pointers, one is left with an interesting
realized that the ideology might need a warm brief which tries to follow the existing design
disruption though. The brand offering right philosophy with a dash of warmth and /u(:)/
now is cold in both touch and aesthetics. responsibility of a craft. Meaning: rain, now, dross
This makes the range of furniture suitable for
ABSTRACT
a commercial, corporate environment and
even as an accent piece but not a “home”. The
project will be an attempt to induce warmth
while following the same aesthetic guidelines.
The furniture’s observation shouldn’t end
4
BRAND STATEMENT
SPIN is the only furniture studio label that the world and are conscious about themselves
offers smart and fun furniture line which is and the surroundings they live in.
relevant for today’s new age global citizens
who live in metros and progressive towns of
INTENT
To produce atmosphere of joy, fun and representation of this idea that one can
creativity around us and our products are experience in its physical form.
BELIEF
That the world is already full of unnecessary function and aesthetics. We are also trying to
products and offerings. We are not looking create products which connects with todays
at adding to that clutter by creating another consumers and help them simplify there life.
me too product. At Spin, we reinterpret
ABOUT THE
designs principle in a new light, adapt
them to our consumers needs and carefully
manufacture products that please both
ORGANIZATION STRUCTURE
SPONSOR
At Spin, we reinterpret designs principle in with todays consumers and help them simplify
a new light, adapt them to our consumers there life.
needs and carefully manufacture products that
please both function and aesthetics. We are
also trying to create products which connects
6
Picture 1: SPIN history
• INCORPORATED IN 2012
• FY 2017-2018 TOP LINE 13.0 MILLION USD
• ONE OF THE TOP 5 COMPANIES IN THE INDUSTRY WITH VERY STRONG
GOODWILL AND BRAND VALUE
• SUCCESSFULLY DOING BUSINESS FROM THE PAST 16 YEARS WITH A VERY
IMPRESSIVE CLIENT BASE
• MANUFACTURERS & SUPPLIES SHOP-FITTING EQUIPMENT (FIXTURES &
FURNITURE) TO RETAILERS AND BRANDS
• 2 MANUFACTURING UNITS BASED SPREAD ACROSS 1.40 LAKH-SQFT IN NCR
• 400 EMPLOYEES
• FEW CLIENT : MARKS & SPENCER’S, SAMSUNG, APPLE, ADIDAS GROUP, PUMA
INDIA, IDX CORPORATION, H&M, FOSSIL GROUP, GOOGLE INDIA, AMAZON
INDIA
7 8
• BRAND OF SHARK SHOPFITS PVT LTD
• BRAND LAUNCHED IN THE YEAR 2017
• NEW BUSINESS INITIATIVE FROM SHARK TO VENTURE INTO HOME,
COMMERCIAL FURNITURE & LIFESTYLE PRODUCTS HARNESSING ON SHARK’S
STRONG DESIGN AND MANUFACTURING CAPABILITIES
• DESIGN + BUILD + RETAIL MODEL
• CURRENTLY BEING RETAILED ONLINE WWW.MADEWITHSPIN.COM
• EXPANSION IN TERMS OF BRICK & MORTAR EXPERIENCE STORES AND B2B
BUSINESSES
• MANUFACTURING OF PRODUCTS DONE AT SHARK’S INFRASTRUCTURE
9
The project was divided into multiple phases encompassing different aspects of the project.
Looking at a project from a macro perspective promises that all the aspects which would
influence the end product are well thought out. After reviewing the design brief and the
workshop in which the products were to be made following timeline was created:
1. Research: Includes learning about the brand and its factory provisions. This will also
include research about the craft side of the project, which will include questioning the role
of craft and other details.
2. Ideation: After getting a better idea of what the project will be dealing with, we’d need to
ideate number of ideas. From the pool of which we can shortlist a few and work on a very
few.
3. Prototyping: Furniture being a product which is exposed to a lot of ergonomics, visual
scale, and structure stability, in accordance with manufacturing processes; prototyping
exposes things which drawings and not even mock-ups cannot reveal. This stage will
be crucial in coming up with product(s) which suffices all the various requirement and
expectations from the project.
PROJECT
4. Documentation: The stage will conclude the project documenting the process in detail in
order for other students to learn from it.
12
NARRATIVE The functional aspects of the range should
The brief needed an ability to see SPIN’s also be in conjunction with the intent of the
catalogue as a collective and see the furniture being a conversation catalyst.
shortcomings of the same. The current Also, being the moment of birth of
offerings of the brand follow the minimal collaboration with the craft sector in this
design language inspired by the Japanese and organisation, it is crucial it takes place in the
Nordic design ideologies. While following closest to the most holistic manner. This could
that it seems to forget to integrate the warmth be a stepping stone in making SPIN one of a
factor which makes furniture an integral few contributors to the betterment of the craft
part of our household. A piece of furniture is sector.
like a marker for the resident in his absence.
For that to be achieved the furniture should FRAMEWORK
contain the mask which the user has for the The project followed a standard framework of
society but at the same time a vulnerable side double diamond during the project timeline.
which just the resident and his immediate This ensures that the right amount of control
circle know of. The range should attempt to and loss of it is maintained and that there’s a
be a conversation starter by a specific feature possibility to come up with design decisions
of the range which will be its highlight. The which are based of research insights instead of
range should also explore the multi-sensory the other way around.
design approach, starting off with a sense of
INTRODUCTION
touch which the current offering lacks as bare
metal is obviously cold to touch. The furniture
range also has the potential to move beyond
just form-based translation of the ideology
followed by SPIN.
14
SPIN
DESIGN IDEOLOGY
The intention of making furniture needs Like the Scandinavian design ideology, SPIN’s
C
to be justified to be able to be a responsible philosophy attempts to come to a middle
maker in this day and age. SPIN believes ground by using the machines in a way which
that if the product is smarter in the domain integrates with the craftsmanship which makes
of functionality, ease of manufacturability, the furniture desirable.
price, or desirability then it is a product worth
producing for the world. As long as the next
product is better in all these domains than
what has already been created, then it is
something worth investing in.
RESEARCH 16
TARGET AUDIENCE MATERIAL CHOICE DUAL MATERIAL
SPIN’s target audience is the urban dweller The company works primarily with metal
who is well traveled and educated enough to both mild steel and aluminium, in the form of
see the value in Scandinavian design ideology. sections and sheets. It fuses the powder-coated
Which is a product of the need to the loss of metal with woods like oak, walnut, teak, steam
desirability factor in furniture and instead beech, etc. Apart from these, the brand also
focusing solely on ease of manufacturing. He uses acrylic, Corian, glass, birch plywood.
celebrates the urban environment and that
is reflected in his possessions. Underneath 1. Dual or single material usage:
his expressive love for urbanism, he’s also Depending on the design of the product
intrigued towards natural finishes. He likes the there broadly exists products with
raw grains of wood and stone as it connects one material only or cases where two
him to his human roots of being tactile with materials fuse to form a product. In my Picture 4: Fliss Planter Picture 5: Arial side table
nature. opinion, the fusion of two materials
makes a piece of furniture fall more
under the SPIN’s identity. The fusion of
wood into otherwise metal furniture also
helps induce a sense of warmth, breaking
away from highly industrialized identity.
17 18
Picture 8: Neo Range Picture 9: Nyx chair Picture 12: Infinity Mirror Picture 14: Josh Barstool
Picture 10: Polo barstool Picture 11: Wrap console table Picture 13: Krom centre table Picture 15: Mario centre table
19 20
SINGLE MATERIAL
Picture 20: Euro storage box Picture 21: Flute chopping board
Picture 18: Creo candle holder Picture 19: Eco storage locker Picture 22: Infinity trolley Picture 23: Intact storage box
21 22
COLOUR SPACE
FORM IDEOLOGY
The company’s products try to follow a minimal and highly functional physical language. While
doing that it tries to add a bit of flair to it in one way or other. There are certain characteristics of
the product lineup which can be traced back to its ideology.
23 24
TAPERED MEMBERS STRAIGHT MEMBERS
Picture 28: Josh barstool Picture 29: Neo study table Picture 32: Aster dining table Picture 34: Cafe chair
25 26
Picture 36: Gusto table Picture 37: Iso bench Picture 40: Ted bench Picture 42: Theo bench
Picture 38: Ness coffee table Picture 39: Polo stool Picture 41: Wrap console table Picture 43: Zyle dining table
27 28
SPIN currently follows no single rigid directions but the catalogue can be perceived into two
major categories:
1. Dynamic: This composes of the NEO, JOSH, COLE and NYX series
2. Non-dynamic: This includes quedro, breo and polo range as an example.
DYNAMIC
29 30
NON DYNAMIC INDUSTRIAL PROCESSES
SPIN has a number of in-house machines 5-axis and 3-axis CNC machines, laminating
which enables them to produce a variety of press, lipping machine, etc. Apart from these
products, catering to both Shark and SPIN’s the facility situated in Greater Noida also has
needs. These include CNC punching and in-house assembly area, logistics area, powder
blanking machine, laser cutting machine for coating plant, paint shop, and hardware and
metal sheets, panel bender, hydraulic plate material inventory.
bending machine, threading machine, lancer
machine on the metal side. For the wood and
board material the available machines are
Picture 54: Polo barstool Picture 55: Quedro dining table Picture 56: Metal bending machine Picture 57: 5-Axis CNC cutter
31 32
CRAFT
The decision of fusing crafts with highly nature and integration of a craft along cultural overview, number of districts and
industrious furniture and products to create with its social and cultural background craftsperson, access transport, description,
a unique offering in the furniture world was will bring the necessary warmth to the products and other information about
present in the brand since the beginning. But range. the crafts of India, I referred to the book
they needed a strong identity to merge the 2. The USP of the range: The craft bit Handmade in India by MP Ranjan, and Aditi
crafts with. Hence, after 3 years of making the needs to be like a cherry on the cake. It Ranjan which is an encyclopedia of Indian
necessary identity required, the project will be should enhance the value of the range Crafts.
an attempt in the same direction. through its richness. There was a void for The craft also had to fulfill a set of
a range in SPIN’s catalogue which moves prerequisites for it to be implementable in
WHY? away from the sheer industriousness SPIN’s range
to something more humane and a craft
In the world where highly industrial furniture oriented furniture will bridge that gap. 1. Close proximity from the factory: To
is making good design accessible for the 3. Be a conversation starter: Surely the ease coordination between the cluster
masses, there exist a need for a differentiating furniture offering is a spectacle in and the client.
factor for a brand to make it in the market. itself. It’s attitude and precision speaks 2. Material and style: The material involved
Being an Indian brand, the craft seems to be for itself. Every furniture currently should be fusible with SPIN’s material
a no-brainer in this regard. And being able being offered by SPIN expresses its library and its style.
to integrate Indian crafts with the modern philosophical roots perfectly. But there 3. Processes: The craft should be in
aesthetic is something which could be a always exists a way to do the same on accordance with SPIN’s existing
win-win situation for both the craftsmen and much greater extent. The range should industrial process.
SPIN. This will also be a return to the initial focus on the user’s love for the Nordic 4. Shipping durability: The craft shouldn’t
ideology of SPIN, which was to integrate crafts design roots. It should embrace that love be too fragile for it to be a hindrance in
into highly industrialized furniture making it and physically manifest it somehow. shipping and packaging.
a unique offering to the world. The craft will
be having the following roles to play in the Following the deciding conditions the crafts
WHICH? which were shortlisted were:
project:
• Wood carving
To learn about the processes involved,
1. To add a sense of warmth: The existing • Thathera craft
the visual samples, the locations of the
SPIN’s catalogue is seemingly “cold” in • Metal casting Picture 58: Page from Handmade in India
clusters, districts, tools required, social and
• Woodblocks
Image source: Handmade In India. By MP Ranjan and Aditi Ranjan
• Metal engraving
33 34
The surface crafts on the likes of inlays were
not considered due to their nature of taking
over the identity of the furniture. The same
will be discussed in the ‘how much craft’
section of the document.
Picture 60: Clockwise from top-left: Thathera craft, metal casting, metal engraving,
woodblock making
Image source: Handmade In India. By MP Ranjan and Aditi Ranjan
35 36
FEATURES OF THE RANGE
After learning about the brand, its philosophy, functioning, and the possible craft to be fused
with there still exists some unanswered questions to make this project a meaningful one.
D
HOW MUCH CRAFT THE FUNCTION OF THE
RANGE
The icing on the cake. The role of this range will be to ignite
After much discussions with the client, we meaningful conversations about craft and
realized that the craft should be like the icing culture. Hence, the functional aspects of
on the cake. Meaning, it should be just the furniture should be in conjunction with the
right dash which adds the warmth to the piece intent so as to maximize the possibility of the
but not taking away the identity of SPIN from intent. The furniture pieces should fulfill the
it. following requirements:
There’s a reason behind this. Soon as the
customer lands on SPIN’s website or its • Should be a focus piece while sitting.
experience centre, he already knows what its • Should be a conversation starter.
there for. Hence, the strong identity of SPIN • Should be more observable than other
should still be dominant in the range to be furniture.
produced and craft should be like a value • SPIN’s identity should carry the craft.
addition to the existing identity. The role of • Add warmth to space
craft is to be a USP of the range while taking
forward the foundation on which SPIN stands.
/a(:)/
Meaning: Odin, inspriation, wisdom
37
To design a range of furniture fusing craft with the existing design ideology and production
setup of SPIN. The craft should induce warmth in the furniture set, for a customer with a
contemporary taste.
EVOLVED
PROJECT BRIEF
After the intensive research looking at the language umbrella. This part was necessary so
various factors which could affect the outcome as to make sure that sufficient directions are
of the project, I started off with sketching and
applying the lateral thinking to come up with
as many concepts as possible. This involved
using a craft in different ways, usage and style,
while still trying to fall under SPIN’s visual
DESIGN Meaning:
/k/
torch, fire, mallady, death
42
Sketch 2: Ideation Sketches Sketch 3: Ideation Sketches
43 44
Sketch 4: Ideation Sketches Sketch 5: Ideation Sketches
45 46
Sketch 6: Ideation Sketches Sketch 7: Ideation Sketches
47 48
Sketch 8: Ideation Sketches Sketch 9: Ideation Sketches
49 50
Sketch 10: Ideation Sketches Sketch 11: Ideation Sketches
51 52
Sketch 12: Ideation Sketches Sketch 13: Ideation Sketches
53 54
Picture 61: Thathera oriented initial concept
The idea was to use craft as a utilitarian part
of furniture rather than just aesthetics. The
thathera craft would act as a binder of pieces
of SPIN and would be a USP of the range
Sketch 14: Ideation Sketches
55 56
DIFFERENT DIRECTIONS FOR A
POSSIBLE RANGE
After numerous sketching sessions spanning prototype level. This will inform us about the
over several weeks of duration, and after manufacturing challenges and physical and
consulting the company’s engineer and structural limitations (if any).
the brand owner, we converged on three
broad ideas which will be taken further to
EMBELLISH
SPIN already had some series which manufacturing. The resultant is a piece of
manifested the ideology of the brand really furniture which embodies the language of
well. One of them was the existing Neo range SPIN with a craft and cultural touch.
by Akhil Raj. The idea was to sandwich
the craft in between metal in order to
possibly outsource the craft part for ease of
57 58
PILOTIS TACTILE
The idea comes from a charpai (surprisingly). leg was made into a square which provides a The concept of this stems from an observation The wood base is supported on a knockdown
The idea was to replace the four legs and rest nice place for Nordic motifs which resonates that we all move our seaters before seating. metal structure. The furniture seems like the
of the furniture with something contemporary, with the ideology of the brand. And lastly, the The tapered sidewall provides a surface for the SPIN character is trying to lift up the craft
What resulted was a piece of concept furniture legs themselves were tapered off to save weight woodcarving craft to be displayed on. When element.
consisting of folded sheet metal and the legs, and follow the brand ideology. the user tries to sit on the stool, he’d feel the
which are kind of a strong identity of the The fold of the concept also increases the tactility of the craft and then try to observe
charpai, which also act as a nice placeholder effective depth of the metal sheet which it in greater detail due to its hidden nature.
for a woodcarving craft. The top of the leg was increases the strength of the top by the power
cut-off to make it more ergonomic and less of 3 (following the bending moment formula)
intrusive to movement. The top surface of the
59 60
After analyzing the three different concepts, we decided to proceed with Pilotis due to several
reasons.
PROTOTYPING OF
PILOTIS
I
Meaning:
/i(:)/
ice, challenge
62
SYMBOLOGY
The company decided to incorporate Nordic The motifs were made by the 5-Axis CNC
L
symbols in order to express the Nordic roots machine in the factory. The perfect width and
of the brand physically as well. This would depth were achieved after much hit and trial.
help the brand express Nordic history and The intent was to make motifs appear after the
culture through the furniture. user observes the furniture.
Despite the immense freedom of a 5-axis CNC
In Nordic language, every symbol has a machine we decided to mimic the natural
meaning in itself. And though the symbols profile of a wood carved by a wedge and
were chosen based on their visual value, we hammer so that it can easily be imitated when
chose to have a different symbol on each of real craftsmen are involved in the process.
the sides of the furniture to express more. This
was done in order to make the user observe
more of the furniture and in turn learn more
about the Nordic culture.
63 64
M
Picture 67: Selected Nordic symbols for four legged
furniture
The symbols were selected primarily on their identity and the three legged stool of the same The profile used for CNC was intentionally picture). This ensures that the prototype can
visual nature so that they can complement range used a single line in the centre as a chosen as the one imitating the profile be replicated and is in accordance to the
each other in a piece of furniture. The Four common visual feature amidst their meaning. achieved by a craftsman when using a craftsmen which will be used to make the
legged furniture had a two parallel line visual chisel and hammer (one on the left of above eventual products.
65 66
JOINERY EVOLUTION
The joinery evolved by learning from the metal which will be folded. We started with
different problems which we faced during creating a stool first, as it was the one which
the prototyping process. What started from a required the least material which enabled us to
simple idea of creating the entire top surface of make multiple prototypes easily.
the furniture using a single sheet of laser-cut
FIRST ATTEMPT
ISSUES
• The bends are uneven and difficult to
mass produce due to presence of two non
standard bends in a single piece.
• The current screws are not appropriate for
the loads the furniture will be exposed to.
67 68
SECOND ATTEMPT
CHANGES
P
• The joinery is made of two parts ensuring
there’s only one non-standard bending
angle in each making it easier to mass
manufacture.
• The side screws are removed in favor of
three rear screws.
ISSUES
• The lack of side screws makes the joinery
succeptable to bending making it highly
unstable.
• Adding a screw hole on the side will make
it difficult for assembly due to clearance
issues.
/w/
Meaning: joy, pleasure, harmony, kinship
Picture 72: First prototype. Notice the uneven bends and harsh edges Picture 73: Second attempt of joinery. Exploded view
69 70
THIRD ATTEMPT
CHANGES
• The rear plate and attachment is extended
below making space for a screw-hole on
the side.
• This ensures that the joinery is locking
in 2-axis making the joinery extremely
sturdy.
ISSUES
• The increased metal on every edge
increases weight overall.
• The joinery is dependent on welding skills
for finish.
71 72
FINAL JOINERY (RENDERS)
73 74
TRANSLATIONS STOOL
After the final joinery was finalized, the next step was to translate the knowledge obtained in After the joinery was finalized the decision to ensure snug fit and restrict its movement (as
creating a stool into making a bench, side table, and a coffee table. Every furniture came with its was made to create a stool first. This would shown in detail drawings). The creation of this
own challenges. allow for multiple protypes to be made quickly prototype and making sure the joinery works
and at relatively lower costs considering with human loads and movement made us
that it uses the least amount of material. The confident to move forwards and create other
tie member at the bottom was embedded translations.
5mm(check drawings for details) into the leg
75 76
COFFEE TABLE SIDE TABLE
The coffee table was quite a large flat metal supports underneath the metal top in order to Made to complement the coffee table. It is
surface. We decided to cover the top with add an additional flair of wood. This option essentially a smaller version of the same. It
a tapered Corian top. This was done in an takes away the knockdown feature of the uses the joinery to make it extremely light
attempt to reduce the amount of cold metal furniture, but the empty space can be used and knockdown. Being knockdown in nature,
exposed to the user. It also adds a bit of to accommodate side tables when purchased during packaging it can be shipped along with
exclusivity to the furniture. The Corian top together. the fixed centre table.
may be replaced by actual stone. The table
could also be made with wooden horizontal
77 78
BENCH
The long span of the bench brought a the horizontal member exponentially (by
challenge. It was solved by extending the a factor of 8) while keeping the weight low.
triangular support section used in the coffee The resultant was a bench which is light but
table and effectively increasing the depth incredibly sturdy.
and adding members in between (see picture
on right). This increased the strength of
The depth of the horizontal member in an extremely sturdy structure while still
was increased just from the inside of the maintaining the minimalistic aesthetic.
product to reduce its visibility. This results
79 80
PILOTIS STOOL
FINAL PLAN
PROTOTYPES
SCALE- 1:5
82
FRONT ELEVATION
SCALE- 1:5
TOP DETAIL
83 84
PLAN
ISOMETRIC VIEW
(NOT TO SCALE)
85 86
SIDE FRONT
ELEVATION ELEVATION
PLAN
JOINERY DETAILS
SCALE- 1:1
87 88
PILOTIS SIDE TABLE
ELEVATION 2
PLAN ELEVATION SCALE- 1:5
SCALE- 1:5 SCALE- 1:5
89 90
ELEVATION 1
PLAN ELEVATION 2
91 92
ISOMETRIC VIEW
PLAN
(NOT TO SCALE)
SIDE FRONT
ELEVATION ELEVATION
ELEVATION SIDE
ELEVATION
PLAN
LEG DIMENSIONS DETAIL-A JOINERY DETAILS
SCALE- 1:5 SCALE- 1:1 SCALE- 1:1
93 94
PILOTIS CENTRE TABLE
PLAN
SCALE- 1:5
95 96
ELEVATION 1
SCALE- 1:5 ELEVATION 2
SCALE- 1:5
97 98
TIE-MEMBER DETAIL
SCALE- 1:5
PLAN (TOP)
SCALE- 1:5
99 100
ELEVATION 1 (TOP)
SCALE- 1:5
ELEVATION 2 (TOP)
SCALE- 1:5
101 102
PILOTIS BENCH
PLAN
103 104
FRONT ELEVATION SIDE ELEVATION
SCALE- 1:5 SCALE- 1:5
105 106
TIE-MEMBER DETAIL
SCALE- 1:5 PLAN (TOP)
SCALE- 1:5
107 108
FRONT EVEVATION (TOP)
SCALE- 1:5
109 110
PROTOTYPE ANALYSIS
The furniture range came out as intended brand a new expression of its roots. The range
due to listing out expectations initially which also contains some of the lightest furniture of
PLAN acted as the performance benchmark for the the brand. Due to time constraints a couple
R
project. The staff ’s suggestion to use 2mm of decisions were not experimented with
was defeated due to efficient structural use properly. We will talk about this in the next
of 1.5mm MS sheet. The fold/bend which is section of the report.
common throughout the series increases the
effective depth of the surface which increases
strength without increasing the weight. The
Nordic motifs came out nice and will give the
/t/
Meaning: the one handed God
ELEVATION SIDE
ELEVATION
DETAIL-A
SCALE- 1:1
LEG DIMENSIONS
SCALE- 1:5
111 112
THE WAY FORWARD CRAFTMARK
The primary concern throughout the Maslow’s hierarchy of needs is a very secure
Given the short duration of the project, the influence of design and design principles was limited project was about not being in contact with position. Especially, when the new generations
in the organisation. The following explains the different suggestions made to the brand in order a craftsman for carving. The approach was of such families are leaving their crafts due to
to maximize the outcome. Design-led instead of craft-led which has its lack of economic opportunities in it.
own set of advantages and disadvantages.
It’s recommended that SPIN adopts Craftmark The Craftmark collaboration ensures that the
CULTURAL SHIFT could be dangerous. This also gives SPIN an guidelines, which ensure that craftsmen are product is genuine and craftsmen are getting
The use of Nordic symbols was a step in the advantage to map the changing brand identity benefited under such a collaboration. The employed by the brand. This ensures that
right direction. The meta plan, which is to and ensure that the change does not ever get Craftmark seal will also give SPIN a good the user receives the product which is not
integrate more of crafts in the ecosystem too far. brand image given that this is their first machine made and being sold as an original
should be done incrementally. This would attempt in craft-based collaboration. craft. This retains the design freedom of
ensure that each step is done with due thought To ensure this the changing Brand identity SPIN while doing so. The collaboration
and there’s no sudden shift in the Brand’s should be done in an incremental manner as The design-led approach ensures that the also ensures that the craft is helped in
perception in the eyes of the users, which explained in the diagram below. organisation (SPIN) is in control of the a practical way of making livelihood
outcome. Which leads to steady employment rather than a romantic way which is
of the craftsmen/clusters. This puts the incompatible with the market’s needs.
craftsmen and their families in a better
financial situation, which when following
Picture 79: Cultural shift pipeline Picture 80: Maslow’s hierarchy of needs
113 114
TESTING
The strength of furniture overtime needs to user. If not, the products should be put under
be tested by some means. The facility had stress testing for at least a month so that the
no provisions of strength and user testing. structural or finishing durability can be fixed
Necessary modifications need to be made after before reaching the real users.
T
learning from consumer response over the
months prior to furniture launch. The right
way will be to have a few testing machineries
in order to provide the best of products to the
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Meaning: water, sea, ocean
115
The project started out as just an idea and SPIN also needed examples of efficient usage
making sure that the first attempt in this of materials in furniture due to a couple of
direction is done right. Making sure the complaints regarding the weight. A piece
needs and expectations are met was crucial. of metal furniture can be lightweight and
The range needed to be “good” furniture comfortable in all manner, needed to be said
in all aspects including, weight, aesthetics, through a range which speaks just that.
manufacturability, etc. The craft bit added A craft is difficult to integrate into a minimal
Z
another set of dilemmas regarding the role identity and doing it in a way which doesn’t
of a designer towards craftsmen, in a highly hamper it negatively was difficult initially but
competitive commercial company like SPIN. came out well after a lot of ideation.
After a lot of discussions and speculating
different scenarios, it was decided that The entire idea of making a series and figuring
giving them work and money is the best an out the thread which will tie the pieces
organization can do. Add that with good together was a journey in itself.
REFLECTIONS
conditions which are ensured by Craftmark’s
guidelines, and the resultant is a better
economic and working condition than before.
PROJECT 118