Our brand, Section 001, was designed from the ground up to include furniture, literature and an event space is a manifestation of a desire to create furniture that is balanced, grounded, thought-provoking, integrated and lit.
We first defined our brand.
We then established a visual brand language. This was important for us to be able to design within brand parameters so our collection would exhibit cohesion.
Designers were then able to design each product within brand guidelines. Materials and finishes were agreed upon, but form would be derived from design exploration and chosen manufacturing processes.
My main design goal was to create a lightweight chair constructed of responsible materials.
While arriving at the final form direction, I created content for the Section 001 Instagram page. With these monochromatic closeup high-gloss renderings, I shared certain aspects of products in our collection without revealing our designs. These teaser images helped introduce our brand to our peers and the furniture industry.
The aluminum frame was created using a beta version of Fusion 360 Sheet Metal Tools. Drawings were sent to a local metal fabrication shop to be cut and welded.
I made the seat with a piece of soft maple. The wood is secured to the frame from beneath with four threaded brass inserts.
I finished the chair a few weeks before our products were to be sent to New York, so I used this time to design and build another product which would allow me to learn how to braze and use a tube bender and an engine lathe. Although my time frame was abbreviated, I was able to create a wall-mounted shelf in time to go to ICFF with my chair.
The studio products were unveiled at ICFF. It was the first time DAAP exhibited at the conference, yet our studio walked away with an Editor's Award.
