So, you’ve created a whole new coffee category – insta-ground – under an umbrella brand [Nescafe] synonymous with instant coffee.
Q: How do you make your point?
A: With a little ingenuity that sparks the ingenuity of creatives.
Nescafe created a challenge for three up and coming designers to find the ultimate re-use for the coffee plunger.
The theme was Evolution. Production time was 2 weeks. 150 plungers were used. $1000 was spent for raw materials. Countless cups of Azera were consumed.
The winning design was a furniture concept by Christel Hadiwibawa that integrated a chess set, light feature and speakers using materials from plunger components to represent the senses of touch, hearing and sight. Coffee donated the sense of taste and smell to complete the concept: furniture for five senses.
Christel stated, “The Azera Project has really opened my mind to a broader way of design thinking, to look at things from new angles and make the most of what you have without worrying about what you don’t have. It was a great experience to discover the possibilities that can be achieved from evolving an everyday household item and giving it a new life and purpose.”
There is also a People’s Choice Award with voting open until 22nd April.
A little about the three designers:
CHRISTEL HADIWIBAWA: “Christel is the founder of ChristelH, a creative studio that specialises in the design and creation of furniture, lighting, and conceptual design projects. Christel is passionate about three traits – quality, creativity and lifestyle – and believe it’s the little things that make all the difference. Her design philosophy centres on the notion of ‘playful sophistication’.”
SEATON McKEON: “Seaton is an industrial designer from Sydney who works across a broad range of product categories and fields. After a strong metalworking and technical drawing background in high school, Seaton then went on to study industrial design. He’s constantly trying to push the envelope and explore what’s currently out there and how he can create something entirely new utilising the latest technology.’
JACOB PEMBLE: “Jacob is the founder of Juxtaposed Design, a Sydney based design practice specialising in furniture and lighting design. His love for retro and industrial styling combined with Scandinavian furniture of decades gone by fuels his design inspiration. These influences are evident in all his works ranging from furniture to accessory design.”
