The American Hardwood Export Council (AHEC) has now launched its 3rd Indonesian Furniture Design Competition (IFDC) with celebrity TV host Amy Devers presenting her work at seminars in Bali and Jakarta.

Ms Devers, who graduated at the Rhode Island School of Design under Rosanne Sommerson and is now in her 10th year spanning eight TV series, is currently host of ‘Fix this Yard’, ‘Urban Eco’ and ‘Designer Travel’. As a fine furniture designer and woodworking practitioner, she is well placed to inspire young designers.

RISE OF INDONESIAN DESIGNERS
“The interest of Indonesian designers in designing innovative furniture made of American hardwood is very high. From the 1st and 2nd IFDC, there were a lot of participants. Even in the 2nd IFDC, the number of participants increased by 200 percent compared to the previous competition. We hope that in the 3rd IFDC this year, there will be a lot more participants compared to the 2nd event,” said Regional Director of AHEC, John Chan, who is based in Hong Kong, addressing the media at the Press Conference launch at @America Jakarta.

It is expected that with the repeat of the competition the motivation to design creative and innovative interiors will increase and enrich Indonesian cultural design in wood to increase the trade relationship between Indonesia and the US. As last year, there is no category for student entries.

PROMOTING CREATIVITY & INNOVATION
“With creative and innovative interior design, Indonesian designers can compete in the tight competition of international furniture market,” said Mr Chan. Based on export data, Indonesia is the second largest market in South East Asia for American hardwood showing that US species are becoming more favourable to designers and the furniture industry in Indonesia.

The 3rd IFDC, which will run from December 2011 to May 2012, is themed ‘Credenza’ (or sideboard). The theme was selected because a Credenza can easily reflect the natural beauty of US hardwoods. The third IFDC targets professional furniture designers only, to design a credenza from innovative and creative American hardwood which offers choice in various colours and grains - making it uniquely distinguished from tropical hardwoods. As last year, there is no category for student entries.

POPULAR AMERICAN WOOD
The most popular American hardwood species in Indonesia are oak, walnut and hard maple. Mr Chan added: “The 3rd IFDC is part of AHEC’s commitment to promote the use of American hardwood among designers. Other than in Indonesia, similar competitions are also held in other Asian countries, such as in China”.

The jurors are professional designers and practitioners of the furniture industry. They are Michael Buckley (Director, World Hardwoods, Singapore), Lea Aviliani Aziz (Designer), Prieyo Pratomo (ASMINDO), Dwight S Kiswandono (PIKA) and Egbert Pos (Industry Practitioner). Joshua M Simanjuntak, a professional designer, will act as the Chief Juror.

According to Mr Simanjuntak, the criteria to be assessed in the 3rd IFDC are: creativity, originality, functionality and marketability. “An interior design, other than being creative, must also have good functionality and be acceptable to the market,” he stressed.

Cash Prize & Opportunity to Network Abroad
In the 3rd IFDC, there will be three categories awarded being: the Most Aesthetic, the Most Functional, the Most Innovative, and an Overall Winner. The winners from the category of Aesthetic, Functional and Innovative will earn 15 million rupiah cash prizes, while the Overall Winner will earn 20 million rupiah cash prize. Winners’ creations will also be exhibited in the International Furniture and Craft Fair Indonesia (IFFINA).

Mr Chan invited all professional interior designers to participate in 3rd IFDC. “Besides the prizes,” Mr Chan adds, that the “overall winner will earn the opportunity to participate in the AHEC Convention in Singapore in June 2012. There, they will be able to meet some of the world’s top designers and learn about the latest mastery of interior design.”