Furniture designers look to own backyard

Maria Endah Hulupi, The Jakarta Post, Jakarta

With a focus on functionality, local manufacturers are exploring traditional materials and incorporating ethnic elements or influences from other countries into their product designs.

It was evident in the wares exhibited during the Indonesia Good Design Selection 2001 in October.

"The world trend is heading toward pluralism, and influences from various cultures can be found in various local product designs from small and medium manufacturers," said Widagdo, chairman of the National Design Center (PDN).

The inaugural event, participated in by manufacturers from Bandung, Surabaya and Jakarta, was held at the Export Training Center Building in West Jakarta. It was aimed at boosting public awareness, especially of small and medium manufacturers, about the importance of design in selling their products.

The winner of the gold award was Jakarta-based Vinoti Living for its TV cabinet with pliable doors, made with a combination of flattened coconut shells and wood. The winner in the handicraft category was PT Hasta Kreasi Estetika, also from Jakarta, for its multifunctional and decorative woven baskets from pandanus leaves and bamboo.

The panel of judges included Widagdo, Amirul Nefo from the Indonesian Product Designer Association, Danton from the Indonesian Graphic Designer Association, Koesbaroto from the Indonesian Interior Designer Association, Poppy Darsono from the Indonesian Chamber of Commerce and Industry, Ahmad Djauhar from Bisnis Indonesia daily, Y. Yamakawa a representative of Asian Buyers, Patrick Maille, Warwick Purser and David A Whitaker, representing European Buyers.

They based their judgment on several criteria, including appearance, functionality, comfort, innovation, price and environmental friendliness; the product's design, such as the concept, the shape, functionality, future trend, production process and cultural esthetics; craftsmanship, including details and accuracy.

"A good design is the key to a product's success, however, few manufacturers, especially small and medium ones, managed to develop it," Widagdo said.

Koesbaroto said Indonesia had a huge potential to develop its product designs because it had abundant materials, numerous skilled workers and the history of fine craftsmanship.

However, he added, local manufacturers needed to develop a clear design concept based on which products were to be created.

"Without a clear design concept, a product would only be an ordinary thing," he said.

In the event, supported by PDN and the Japan International Cooperation Agency (JICA), the products were grouped under three categories, namely furniture, handicrafts and electronics. The selected products would be included in trade catalogs and would be promoted to other countries through Indonesian embassies and other events.

"When it comes to design, we are years behind other countries. Local manufacturers don't even have a clue about what kind of designs can penetrate the international market. This is why we still rely on foreign consultants or experts, especially from Japan, England, France and the Middle East. But better late than never," said PDN executive director J.M. Sihombing.

The role of foreign consultants, he said, was to give local manufacturers information on what goods were sought after in their respective countries.

"Hopefully, we can improve the country's designs and build a sort of identity for their image," Widagdo said while stating that in general, leather handbags and ethnic cloth were for Europe and the U.S. market, furniture, with traditional nuances and modern clean designs, was for Japan, while carved objects were for the Middle East.

Yasui Koichi, JICA's expert on design promotion, said that Indonesia needed to further explore and incorporate its rich traditional and ethnic designs by also adding a modern touch to them.

Nagae Tsutomu, a JICA expert on Industrial Development Promotion, stressed the importance of not only the designs but also the quality. For this, the government and media had to play a proactive role.

"In general, Indonesian designs and quality have not yet fulfilled international export standards, so local products cannot compete with those from other countries," he said.