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Design Finder
from Dwell Asia #19
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Free Expression
Aiming to liberate design and move it forwards, Indonesian design studio AEDI shows appreciation for free expression through its inventive style.
Text by Anindia Karlinda
Having spent more than half a decade in architecture, production, and the interior design industry, both overseas and in Indonesia, Eko Priharseno established his own design studio, AEDI, in 2004. Motivated by passion and the need to express his design idealism, a 50-square-meter studio in Kemang area became the first home of his product collection. Over the last ten years, AEDI has evolved, even had a store relocation, and successfully reinvented itself, aiming for the higher prize of becoming a design space for both local and Asian designers, where activities within will push forward the world of Indonesian design. Here, Priharseno shares his vision with Dwell Asia.
What made you open AEDI?
I felt the tendency of everything orienting towards trends. Trend itself is created by people, and I wanted to provide a good alternative that was able to push forward design activity, regardless of ongoing trends. By opening AEDI Interior Design Bureau I was able to provide a design service, while Aedi Living – the retail space that stores products from AEDI and various designers – was opened to enable collaborative activities between other brands that are in sync with the
ideology, in order to build a global network that will advance the world of Indonesian design.
What is AEDI’s design and style?
For AEDI, I want something that’s down to earth and simple. AEDI’s style used to be rustic and forthright because I was influenced by a number of Scandinavian designs and Dutch designers. But now I have started to make it more upscale and refined. Our products are getting wise but still contemporary; they’re still modern but more subtle, with a fun and playful spirit.
Who are the typical AEDI customers?
Our typical customers had changed over the years, following the direction of our style. Back into our early years, we had many clients from advertising and design studios, and they were fond of the unique and funky aspects of our design. Following our evolvement into a more subtle and refined style, our typical clients have become urban people from B to A+ social class, in the 30 to 40 age bracket, who travel a lot and have an established and interesting lifestyle. Our style is now more dynamic, and our customers seem to have one thing in common – a desire to be unique and stand out.
Aiming to be a design hub for local and Asian designers, AEDI Studio + Showroom (opposite, top) displays collaboration project as well as products from other designers’ collection, such as SUB Stool (bottom) by Jutamas & Piti Amraranga for O-D-A and Real Moss Table (opposite, bottom) from Ayodhya. The founder and principal designer, Eko Priharseno (right, bottom) is developing a new design of table legs, as seen used for the not-yet-titled dining table (right) from AEDI.
What are some of the new products that you are excited about?
I like O-D-A and I have few of their chairs in the shop. I also like the works of Jakkapun Charinrattana, known as ‘Golf,’ who is now one of the biggest stars in the industry.
What projects are you working on right now?
I’m working on a new line with a different concept approach, hopefully to be launched in November. For this line, I have made a collection comprising interior objects such as tables, chairs, lamps, and glass coasters, each with one design character that will be the theme characteristic of the whole series.
What other ideas are you looking to do?
I intend to develop AediLiving because it’s one of my ideal projects, which I started dreaming about ten years ago. What I’m planning to do is to set up a larger network and create a design hub. My other plan is to open a similar shop outside Indonesia, probably in Bangkok, where I have a contact who is actually looking for a new fresh Indonesian designer who’s on board with the project. I also plan to open a shop in a more commercial space such as a mall, to create more awareness about the richness and full potential of Indonesian design.
What makes for great design?
I agree with one quote that says great design is how you put a soul into a space. I feel that the most beautiful design is made when you are fully focused and put a lot of effort and love into it. If I design something I’m not passionate about, the end product will seem flat and soulless. So, for me, great design is about putting your soul and passion into the space.
How do you provide a good service that ‘listens’ to clients’ needs?
By wanting to fulfill their dreams. When you’re about to build something for them, you will have to build it within their expectation, but our team tries to give them what they hadn’t thought about before. What we basically do is reach a full understanding of their situation and long-term plan, so we know what they are expecting in the years to come. When you draw, you have to start by making a dot, don’t you? From that viewpoint, getting to know our client would be that first dot for us.
GO FIND IT!
AEDI STUDIO + SHOWROOM
Jl. Kemang Timur Raya No.45 B Jakarta 12730, Indonesia +62 21 71 794 455 +62 21 71 794 456 aedishop.com
SPECIALTY: Design space for Asian and local designers. TOP SELLING ITEM: Coffee table and seating. BEST DEAL: Dining table by AEDI. “This not-yet-titled dining table is big, and the shape of its feet is something I‘m currently developing for my other collection.” COOLEST FIND: Real Moss Table from Ayodhya.
