American Hardwood Supplement 2019

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AMERICAN HARDWOOD Southeast Asia Supplement 2019 Ho Chi Minh City, Vietnam Sixteen years after the Handicraft and Woodworking Association of Ho Chi Minh City (HAWA) launched its first furniture design completion Hoa Mai, the 2019 competition was launched in October 2018. Platinum Sponsor is the American Hardwood Export Council (AHEC) which has enjoyed a long cooperation with HAWA. As always, the competition is intended to foster furniture design skills by young designers and, as last year, the competition focused on the use of red oak (Soi Do) in furniture. By Michael Buckley, Consultant to HAWA Launching the new competition Mr Nguyen Quoc Khanh, Chairman of HAWA, emphasised that successful designers also need successful companies if their work is to become meaningful. “The shortlisted candidates will have the opportunity to develop their prototypes with commercial manufacturing company members of HAWA who support the competition” he announced. Hoa Mai is also co-sponsored by seven organisations in support of HAWA, which is committed to call for entries Mr Nguyen Quoc Khanh, Chairman of HAWA launching Hoa Mai furniture design competition across the whole of Vietnam – aided this year by the innovation of online submissions to the judging panel to select a shortlist. Judges are drawn from local and international organisations working with the Vietnamese furniture industry and then together all meet for the final judging. Entries were required by 22 nd November 2018, after which a shortlist was announced, calling on up to 24 successful entries to produce their prototypes for judging in the New Year. The winners in several categories would share prizes ranging from VND30 million (US$1,300) to VND5 million (US$215) with eight different awards. The winning prototypes were to be displayed at the entrance to the VIFA EXPO 2019 international furniture fair in Ho Chi Minh City running from 6 th to 9 th March 2019. Speaking at the launch Mr Ly Qui Trung, General Manager of Nha Xinh and CEO of AKA Furniture Group, suggested that it is not the money but rather the publicity and exposure that the winners receive as their main benefit. He said, “Beautiful, or great furniture is the one that has its uniqueness, its very own characters. However it has to be practical, usable and meet the real demand of customers - no matter how beautiful or unique the furniture is. And this “uniqueness” should be applied not only to the furniture but also the way, the attitude, the view, the approach of the architect or designer towards the whole process of the making and selling of furniture. In other words, an excellent architect or designer should own several skills other than just technical skills. Understanding the customer or the market is very important, but to me one of the most important skills that most young architects of designers often overlook is to be able to build a personal brand. It is a very long term task that requires awareness, patience and continuity. Winning any prize of Hoa Mai contest is a perfect way to start personal brand building,” he concluded. 24
Southeast Asia Supplement 2019 AMERICAN HARDWOOD A HAWA ‘Road Show’ to promote the competition at 13 universities and design schools around HCM City and Ha Noi is now an essential and regular part of the whole programme. It seeks to educate young designers about the use of wood in furniture and its benefits to the environment on account of its low embodied energy, renewability and sustainability. On behalf of AHEC, Mr Michael Buckley suggested that choosing a sustainable and legal material that is “fit for purpose and fashionable in key markets” is a good recipe for success when using American hardwoods. While American white oak is well known and widely used in Vietnam, red oak which is more plentiful in the USA is underutilised despite being highly suitable for furniture and interiors. When the entry period of designs was completed in November over 200 had been submitted by young designers from all over Vietnam. The second round introduced ‘online judging’ for the panel of professional judges to select a shortlist. The five criteria set by HAWA were: 1. Functionality - Does the concept fulfil all requirements of handling, usability, safety and product feasibility? Does it fulfil a need or function? Is it practical in terms of its size, weight and storage? 2. Marketability - What is the potential of the product for commercialisation? Does it appeal to the market that it was designed for? 3. Aesthetic - Does the design have good furnishing, hardware, structure? Is it a trend or adapted for any market? 4. Creative and Unique - Is the design Mr Ly Qui Trung, CEO of AKA Furniture Group at Hoa Mai launch concept new? How did the new design come about and what is the design process? Is there innovative use of technology? 5. Environmental - What are the choices of materials and their source? Is there efficient use of material resulting in low wastage? Is the furniture readyto-assemble, knockdown or flat-pack friendly? 25
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