SOUTHEAST ASIA BUILDING04 Feb 2015
Designed in Asia and made in Asia with American hardwood at the International Furniture Fair Singapore
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Singapore – ‘Designed in Asia and made in Asia with American hardwood’ is the latest campaign from the American Hardwood Export Council (AHEC) that will be formally launched at the upcoming IFFS show from 13-16 March 2015. This campaign is backed up with a series of furniture and interior design adverts that showcase beautiful designs by Southeast Asian designers all in American hardwood.

The display at the IFFS show will showcase individual pieces of furniture from local Southeast Asian furniture manufacturers, set upon display plinths to highlight the beauty of their design and material. Located at Hall 6 6F-72, AHEC will also have an area dedicated to showing the strong environmental message for this material which will include an update on the current Life Cycle Analysis (LCA) project.

AHEC received very positive feedback from its campaign when soft launched in November 2014 at Furnipro. IFFS always has high quality standards of furniture made from Asian designers and AHEC wanted to be a part of this, demonstrating Asian design talent. Showcasing furniture designed in Asia and made by Asian manufacturers with American hardwood is an ideal way to be a part of the show. The 10 displays will include a combination of dining chairs, a cabinet, dining table, coat stand, lounge chair and side table designed and made by Southeast Asian designers with American white oak and walnut.

The beauty of American hardwoods is one of the main factors as to why designers use this material with which to design furniture. American hardwoods provide the designer with a great variety of colour, grain and character; from the warm, darker tones of walnut, red alder, elm, cherry and red oak to the lighter hues of white oak, maple and ash.

During the event AHEC will also be sponsoring the IFFS opening ceremony backdrop created by well-known designer Jarrod Lim and made with American white oak plywood.

AHEC has also supported Singaplural which is organised by the Singapore Furniture Industries Council (SFIC) with eight other industry associations under DesignS. This will be a five day design celebration featuring talent across the creative industries and will give the US hardwood industry an opportunity to interact with Singapore designers at the Asian Design Hub.

Designed in Asia and made in Asia with American hardwood will be further developed throughout 2015 and seen at other shows in Southeast Asia, creating excellent networking opportunities for AHEC members, Asian producers and designers.