ASEAN fusion in Tendence Lifestyle 2006

Seventy-eight nations from around the world converged to present the very best in designer products over 110,000 square meters of exhibition space at the Messe Frankfurt Fair and Exhibition Center, Germany.

Just imagine viewing 3,207 companies and their exhibition booths within 10 different halls that can be reached by conveyor tracks similar to what one takes in large airport terminals. From 9 a.m. to 7 p.m., a visual feast of the most beautiful things from clothes, jewelry, to furniture, and all kinds of accessories opened to non-stop human traffic and interchange.

Eighty thousand visitors made their way to see the designers, one-third of which comprised Italy, Switzerland, Austria, the Netherlands and France. The best-represented overseas visitors came from China, the US, Japan, Hong Kong and Israel

The Tendence Lifestyle organizers themselves had to plan ahead and be creative to include a variety of top design events on top of the already engaging design merchandise. The visitors were therefore given the opportunity to discover new ideas and trend processes that generate important impulses in the design scene.

Nicolette Naumann, the creator of Tendence Lifestyle, announced that there is also a "growing trend towards products that not only meet the highest quality and aesthetic expectations but are also socially and ecologically compatible." That more and more companies are sharing this level of awareness as well as consciousness is indeed a welcome feat.

The question was how the designers of Asia could be best recognized amid such big and major events featuring a lot of the heavyweights of design from around the world. The answer has now come through in the brainchild of visionary and pioneering designer Budji Layug. Apparently, the idea stemmed from the phrase "Scandinavian design," which is a specific name for designer products coming from a group of nations from a "neighborhood region." Instead of doing individual exhibitions, ASEAN Fusion came into being as a combined and more forceful presentation of designer products from the ASEAN member countries uniting under one umbrella.

Apparently, Budji initially discussed the idea with the late Ely Pinto, director of CITEM. Unfortunately, she passed away a year ago, missing the chance to collaborate and witness the realization of the project. Budji explained: "By complementing and not competing with each other’s designs, by using our own traditional heritage and unique influences and combining modernity, we may just have the right equation to make a difference. By coming together, we can project a bigger, more unified concept and prosper with an identity that spells out harmony."

Wilbert Novero of the European Chamber of Commerce could only agree and the ECC supported the project from the start. Beaming at the launch, he acknowledged that "ASEAN Fusion was envisioned to create an environment where all participants can harmonize with each others’ talents to establish a more powerful presence. This undertaking is a mix and match of styles and designs uniquely ASEAN. The positive response only shows that it is a worthy signature project."

Collaborating with Budji Layug in bringing this idea to reality and finally launching it for the first time at the Tendence Lifestyle Fair was the highly esteemed and recognized designer Tony Gonzales. Dubbed the "Paper Man" in the design industry, he belongs to the crème de la crème of the international design world. Tony personally traveled to meet with their regional counterparts and encouraged them to join the Fusion.

At the fair, the organizers positively described the project as an "Asian Liaison of the Stylish Kind." In print it was stated: "ASEAN Fusion brings together 20 high-grade design companies from the Philippines, Indonesia and Thailand." I discovered, however, that contrary to the plan, Thailand backed out from joining, citing as a reason that they were fully supported by their Queen Sirikit.

So what is ASEAN Fusion? The member nations have come up with the following descriptions and objectives:

ASEAN Fusion is a style, a combination of cultures, contrasting elements and uniquely Asian. It blends modernity with the classics, as it bridges the past with the future, molds a combination of Eastern influences and links a distinct look through its use of materials, color and design.

ASEAN Fusion was launched at Tendence Lifestyle in Frankfurt, in a pavilion measuring 1,000 square meters and complementing the product range covered by this event: furniture, furnishings, home accessories and gifts. Its pavilion was designed in such a way that its parts merged and the products of the various exhibitors "fused." Although there were individual booths for the other 30 exhibitors, the buyers and sellers of all participants can harmonize and discuss design in a friendly, relaxed atmosphere.

The objectives of ASEAN Fusion are:

1) To bring government organizations, industry sectors, manufacturing and exporting companies and leading designers in the region together under one concept, promoting complementation rather than competition, cooperating under a common "roof" on the basis of style, design, quality and mid-up pricing;

2) To develop and promote a distinct presentation focused on gifts, home accessories and furniture/furnishings inspired by the rich and distinct cultures of the ASEAN region in a collective lifestyle presentation.

Although a private initiative, ASEAN Fusion will become a regular presentation with varying focus and companies in various locations. The members are: 

1) Rene Alcala – A winner of the KATHA Designer Award, he founded Peter and Paul, an exporter of his specially designed metal and mirror products.

2) Jeffrey Budiman – A household name in residential architecture in Indonesia. His love of product design led to furniture, artwork, lighting and bathroom products exported worldwide.

3) Maricris Floirendo Brias – A designer who works towards preserving ethnic tribes and preventing their extinction as well as their craft especially weaving.

4) Al Caronan – An export entrepreneur, managing TN Philippines, a company that supplies Christmas and home accessories to the US, Europe, Japan, Hong Kong and exclusive shops in the Philippines.

5) Kenneth Cobonpue – Schooled at the Pratt Institute in New York and Europe, he developed the family-owned Interior Crafts of the Islands Inc. to pursue new techniques in working with rattan, establishing a name for himself.

6) Pedro H. Delantar Jr. – An industrial engineer and inventor, Pete developed new medium using environment and sustainable materials, proving to be an export success.

7) Iqbal Fachrudin – Top Indonesian designer and owner of Tropis—Designs from the Equator.

8) Nicolai Harmsen – His production of a wide selection of furniture and accessories in lacquer with inlays of eggshell, mother of pearl and bamboo is much-sought in the export market.

9) Milo Naval – A gifted designer, his modern creations made of locally available materials under Evolve designs Inc. have made him a byword in the global design field.

10) Nguyen Thi To Nga – Founded Thien Thanh Co. Ltd. In 1998, a leader in design, production and export of handcrafted products from Vietnam.

11) Gilles Gabriel Pochiet – A University of Paris graduate, he was an active entrepreneur in the fashion industry for 12 years.

12) Ravi and Rashmi Singh – Veteran exporters of fine furniture and home accessories.

13) Thawan Sirichote – Of Décor Vivant, specializing in decorative items made from soft wood and veneer.

14) Anne Patricia Sutanto – Indonesian owner and director of several companies dealing in quality products from garment, rattan and woven crafts.

15) Carlos S. Tanseco – Award-winning designer who won recognition in different parts of the world for creating furniture and furnishings, house wares, corporate giveaways and greeting cards from indigenous materials.

16) Leonard Theosabrata – Created his own design company Accupunto, an award-winning contemporary furniture company. Leonard’s work is published in the book Young Asian Designers published by DAAB Germany, featuring the most influential designers in Asia today.

And, the prime movers and engineers of ASEAN Fusion, Budji Layug and Tony Gonzales complete the 18-member team. Elucidating the philosophy behind this commendable idea, Budji stated: "The philosophy is to develop design dynamism and cooperation between designers/companies within the ASEAN region and provide the opportunity to showcase such cooperation to the world via trade fair participation. The long-term result will be no less than bringing out the best in design dynamism among ASEAN-based designers and yet individual identities shall remain inherent to each country."

(To be continued)