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FURNITURE & DESIGN

We hear a great deal about design in Southeast Asia these days, and not least in the furniture industry. Talking the talk is relatively easy, but walking the walk is another matter, and the last few weeks of furniture shows have demonstrated very effectively the huge differences in approach and results around the region.

Given the reduced demand in many global markets during the past two years, making furniture profitably and gaining market share has never been harder, especially for exporters. Most people seem to agree that improved design is one sure way both for companies and for national targets. The call comes up from every Minister or industry leader at every show ceremony, every speech and most conversations. Only raw material supply and labour shortages come close to improved design as today’s main topic.

The reality is that design is an esoteric art that is inherent in some people and nurtured in others. It rarely features in the business models of organisations or companies that believe the true route to success is through highly competitive products, efficiently made and marketed, or just sold on price. This has been the route for much of the ever cheaper mass-produced clothing industry and sadly may be the end game for furniture – especially made in Asia. In furniture all too often design comes second, or is considered a luxury and relevant to high-end producers only. However every government in Southeast Asia is setting higher value targets for furniture exports as part of their national plan and economic strategy – all of which require an increase in market share of a very competitive global market – 2% in the case of Singapore and US$2 billion in the case of Indonesia.

Singapore leads the field in design initiatives; FDA, Platform, DNA, Mosaic and now Singapural. (See the SFIC or IFFS websites for details.) Awards, seminars, mentoring and showcasing design are all in its toolbag. Indonesia is also trying, with the 2nd Indonesian Furniture Design Competition and other awards. The Malaysian and Asian Furniture Leadership Awards are another gallant effort by this journal to nurture design, branding and management among other things. However some of the products and presentation in some recent furniture shows left me, and I believe many others, wondering if design was even a tiny element on the products on offer or marketing strategy in place.

I can add only two pieces of advice - for what they are worth. Although nurturing students is commendable, it is the young working designers who really need the encouragement now, if results are to show through in the immediate years for an industry now under pressure. And secondly, non- Asian designers may be absolutely necessary
for some businesses, but Asian designers would do well to keep an element of Asian style and culture in their designs in order to differentiate Asian-made furniture from the global competitive crowd; and to give them access to the domestic markets fast developing throughout Asia.

Michael Buckley
Guest editor
The author is a member of the SFIC International Design Committee, judge in several furniture design awards in Southeast Asia and was one of three judges for the Product Awards at the IFFS in March. He is also a judge on the panel of Asian Furniture Leadership Awards.