Majid Asif Print E-mail

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I have always had a passion for design. Born in Solihull in the early 1980s I studied Art & Design at Sixth Form College before moving to London to pursue my studies further in Furniture design at London’ former Guildhall. I finished my studies under the tuition of Robin Saare and Debra Allman at nearby University College for the Creative Arts (Rochester) in 2007. During my time at University I also worked for London based design manufacturers Established & Sons.

Unlike most students I used my time at university to source and establish good connections with manufacturers and material suppliers from day one. This allowed me to run free with all of my design work. I also do not restrict myself to one particular area of design. As a student studying Furniture/Product Design I often ventured into the jewellery workshop or a company’s workshop asking technicians and skilled workers every possible question about manufacturing.

I soon gained a passion for designing with certain materials in mind, sheet metal fast became my material of choice. Initially I designed a chair which replaced all the curves possible on the original Panton Chair with facets which could be cut and manufactured from one single sheet of metal. It was this project which fuelled my love for metal. I set about designing the Phantom Chair by modelling the design ideas in paper. I was once told that ‘if a model is strong in paper it will be strong in metal.’

Paper became my primary design tool. I use paper to model everything. It allows me to get a feel for the actual end product. I also designed a series of products which utilised a variety of different sheet materials from production lighting, shelving and furniture to cutlery and bespoke design pieces, all using paper in the modelling stages. The two-dimensional qualities of paper allowed me to develop an understanding for waste material. I can easily gauge how much material is wasted as a result of producing a product. So as a result of this I feel I am better able to design cost effectively and efficiently. Working with paper made me think more carefully about the way in which I utilise material to minimise waste and maximise product output.

At the heart of all my design work I embed the thinking of minimum waste. I enjoy experimenting and exploring with a variety of different machine based and labour based production processes. I enjoy working with both high tech and low tech production methods. A clear example of this in my work would be to contrast the design of products such as my Modular Wine Rack, Tetra Pak Lamps or Modular Bookcase against a piece like my Paper Mache Arm Chair. I appreciate paper mache as a production process as much as I do die-casting or water jet cutting as a means to an end for product design/manufacture.

Growing up I always found myself to have an interest in all area of the art world, I also have a love for sport. I can’t stand the thought of not being active or having nothing to do. If I’m not found in the gym, I will always be found to be doing something to further my career as a designer. I see life as a world of opportunity and believe the sky has no limit. I am continuously building on my own already growing collection of work and have every aspiration to one day establish my own company.

I attempt to design products which are simplistic in nature and which consumers can relate to on more than one level. Through all my work I ensure that minimum material is wasted. I often opt to simplify designs to the bear essential components needed to allow a product to function. I firmly believe that every single line, curve, material used and component of a product should be justifiable as part of the end product.

Majid Asif