Furniture designers look to own backyard

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.