Building on the success of 2020’s “CONNECTED” project that featured some of Europe’s most well-known and established designers, this year’s focus will be on young, up and coming talent from across the globe. AHEC has teamed up with Wallpaper magazine to develop Discovered, a platform to promote and support design’s next generation while educating them about the benefits of working with U.S. Hardwoods.
A total of 20 global designers from 16 different countries have been invited to create a new piece inspired by life in a pandemic world, using a choice of American Cherry, Red Oak, Hard and Soft Maple. Their designs will be produced by four manufacturing hubs in Portugal, UK, Malaysia and Australia. The collection of final designs will be shown through a variety of virtual platforms around the world and physically at the London Design Museum next June.
This project is an exciting development as it is AHEC’s first-ever global initiative, involving AHEC offices in different parts of the world, working together to promote these underused timbers. Wallpaper magazine is one of the most important international media platforms for lifestyle and design and is read all over the world, which will help amplify the messaging. The teams have been working intensively over the past two months to kick off the project, together with the four appointed mentors (experienced product designers) who can share their knowledge and expertise with the emerging designers. Joined by the manufacturers taking part, AHEC has already delivered four online technical material workshops in which designers had a chance to learn about the U.S. Hardwood resource and hear from the manufacturers and mentors about their experience working with these materials. All 20 designers have also received a set of samples of the four species and are currently working closely with their mentors to develop their concepts.
For more information on the American Hardwood Export Council and our global promotional programs see our website at www.americanhardwood.org or contact International Program Manager Tripp Pryor in our suburban Washington, DC office tpryor@ahec.org.
