The American Hardwood Export Council’s promotional campaign ‘Designed in Asia and made in Asia with American hardwood’ launched in November 2014 with great acclaim, will be further developed through 2016.
AHEC will continue to use the ‘Designed in Asia’ theme by launching two new flooring advertisements, one of which features an Indonesian house with solid American White Oak flooring and the other a Japanese dentist’s office with four American hardwood species providing a dramatic effect. This next phase of individual items of fine furniture and architectural projects created in different Asian countries is another benefit of AHEC’s campaign, which continues next by starting with key shows in March 2016 at the Vietnam International Furniture & Home Furnishing Fair (VIFA) in Ho Chi Minh City, and the International Furniture Fair Singapore (IFFS).
At its launch eight pieces of furniture were displayed on the AHEC stand at FurniPRO Asia 2014, all designed and made in Southeast Asia, using White Oak, Black Walnut and Ash. This campaign continued at the centre of AHEC’s marketing in Asia throughout 2015 with the objective of recognising Asian design talent and is intended to inspire more Asian manufacturers and designers to focus on American hardwood species – now widely available throughout Asia. The campaign received positive feedback from publishers, traders, associations, designers and industry contacts alike. Importantly it gained trans-national acceptance and gave cross-cultural appeal for use in both the furniture and architectural sectors.
Emulating the success of the launch at FurniPRO Asia 2014, the campaign was the central feature for AHEC at the International Furniture Fair Singapore (IFFS) in March 2015; an event that is always design-oriented. The display drew much attention and positive comment with 14 pieces of American hardwood furniture by Southeast Asian designers and manufacturers. In support, custom-designed furniture and interior joinery advertisements in White Oak, Black Walnut and Ash were created and placed in design and trade media throughout the year. Editorial articles were also developed to provide readership interest in these species. The final advertisement in 2015 featured a chair designed and made by KODA with Cherry lumber, donated by APP Timber as a contribution to the programme.
‘Designed in Asia and made in Asia with American hardwood’ was also adopted as the central theme for AHEC’s 2015 China Convention in Nanning in June 2015 with promotional flyers and a backdrop display in the Convention hotel.