From Concept to Execution | Narrative and Concept Driven
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Dinner With Friends
On the 17th Anniversary of Elle Decor, the magazine's Dec 17- Dec 18 issue celebrated this milestone by inviting late Architect B.V.Doshi as a guest editor. As he also celebrated his 90th birthday, it could've been called a collaboration between two greats! To launch the anniversary issue "A Dialogue With Friends," an event was held at the Mill Owner's Association in Ahmedabad. For the event, Elle Decor collaborated with designers and companies to design 20 tables keeping one emotion in mind. Each table was different and focused on both the concept and product integration. Hafele was approached for the same, assigning them with the emotion 'Bliss' and they decided to collaborate with Ashna.
THE CONCEPT: The emotion of Bliss resonates with comfort. A comfortable design is neat, unclustered and simple which creates a visceral experience for the user leading to a behavioral design. The hexagonal shape was a fundamental change from the traditional rectangular or circular table. It not only increased the sphere of interaction but also kep the distance between two people minimum but plenty, making the design functional. The design of the table focused on the usage of Hafele's product Ceasortone bordered by wood with brass inlays running across. The legs were designed keeping in mind the stability as the stone was very heavy, without loosing out on the aesthetic value.
ROLE: Lead Designer & Project Manager
