IIDA Perspective - Spring 2018 - 17

How an Idea Hatched | I

DESIGN

SALMAN JAWED
talks inspriation, the state
of the industry in Pakistan, and
why design should have
no boundaries.

Photos by: ©Dubai Design Week Design Abwab Pakistan

PERSPECTIVE: When you begin a project,
what inspires your design?
JAWED: We find most of our inspiration in tradition

and in the things we grew up with. Take
our spinning lattoo stools, which we
recently showcased at Design Days in
Dubai, [United Arab Emirates]. The
inspiration came from a wooden
spinning top that we all played with
as children. We wanted to convey
the fun and ease of those endless
summer afternoons through
that design.
PERSPECTIVE: How do you translate
an international corporate brand through
design?
JAWED: We look to the product itself

and how we can make it work [in Pakistan]. For
example, we are designing the new Domino's for
Pakistan, but we are making them fine-dining
restaurants, because Pakistanis don't do

takeout pizza. We found the bright blue in the logo
is similar to the blue-colored tiles commonly found in
this region, so we are using them as the back wall of the
restaurant to tie the logo into the design.
PERSPECTIVE: What is the biggest challenge
that designers face in Pakistan today?
JAWED: It is an exciting time to be in this industry.

There is a huge influx of foreign brands looking for
designers. However, there is also a lot of competition.
Everyone is trying to do something new and to challenge
the norm so they can stand out.
We also face a challenge in Pakistan where designers
are expected to be involved with contractors, architects,
and interior design, which means we end up doing a
lot more work than we probably should. We are still
considered a luxury rather than a necessity, and we feel
this difference when we are working internationally. It
is getting better, and a lot of construction and project
management companies are coming up, which
will help grow the profession.
PERSPECTIVE: What
advice would you offer
the next generation
of designers?
JAWED: Have a

vision for what you
want to do, be bold,
and have the audacity to
take risks. I remember
early on when we were
first invited to international
conferences where we were
placed next to designers who we
looked up to. It was daunting just to
be there, but we put ourselves out
there, and now we are exhibiting
all over the world.

"

Have a
vision for
what you
want to
do, be
bold, and
have the
audacity
to take
risks.

"

S

Salman Jawed always planned to become an architect.
But while getting his degree, he met designers and
students with a variety of backgrounds and skill sets
that shifted his perspective on what a designer can be.
"I realized that design should have no boundaries,"
Jawed says.
That philosophy drove him and four college friends
to launch Coalesce Design Studio, a design firm in
Karachi, Pakistan, in 2008. Architects, interior designers,
planners, brand strategists, and graphic designers work
collaboratively to bring innovative design to every aspect
of their projects. In their 10 years together, the team has
designed everything from mosques, restaurants, and office
buildings to logos, packaging, and custom furniture.
Perspective spoke with Jawed about his career, his
ambitions, and Pakistan's emerging state of design.

Salman Jawed

-Salman
Jawed

Curated by Salman
Jawed, this exhibit was
initiated by a multidisciplinary team of nine
artists in the fields of
product, textile, and
graphic design, as well
as architecture, for Dubai
Design Week 2017.

spring 2018

perspective

17



Table of Contents for the Digital Edition of IIDA Perspective - Spring 2018

IIDA Perspective - Spring 2018
From IIDA
Contents
Next
World View
Sum of Its Parts
Talk, Talk
Data Viz
Pre/Post
I Design
Redesigning Gender
The Real Deal
Supermarket Shift
Safe Spaces
Ready for Takeoff
Scratch Pad
Insider Intel
IIDA News + Updates
Why This Design Works
IIDA Perspective - Spring 2018 - IIDA Perspective - Spring 2018
IIDA Perspective - Spring 2018 - Cover2
IIDA Perspective - Spring 2018 - From IIDA
IIDA Perspective - Spring 2018 - Contents
IIDA Perspective - Spring 2018 - 3
IIDA Perspective - Spring 2018 - 4
IIDA Perspective - Spring 2018 - 5
IIDA Perspective - Spring 2018 - Next
IIDA Perspective - Spring 2018 - 7
IIDA Perspective - Spring 2018 - 8
IIDA Perspective - Spring 2018 - 9
IIDA Perspective - Spring 2018 - World View
IIDA Perspective - Spring 2018 - 11
IIDA Perspective - Spring 2018 - Sum of Its Parts
IIDA Perspective - Spring 2018 - 13
IIDA Perspective - Spring 2018 - Talk, Talk
IIDA Perspective - Spring 2018 - Data Viz
IIDA Perspective - Spring 2018 - Pre/Post
IIDA Perspective - Spring 2018 - I Design
IIDA Perspective - Spring 2018 - Redesigning Gender
IIDA Perspective - Spring 2018 - 19
IIDA Perspective - Spring 2018 - 20
IIDA Perspective - Spring 2018 - 21
IIDA Perspective - Spring 2018 - 22
IIDA Perspective - Spring 2018 - 23
IIDA Perspective - Spring 2018 - The Real Deal
IIDA Perspective - Spring 2018 - 25
IIDA Perspective - Spring 2018 - 26
IIDA Perspective - Spring 2018 - 27
IIDA Perspective - Spring 2018 - 28
IIDA Perspective - Spring 2018 - 29
IIDA Perspective - Spring 2018 - Supermarket Shift
IIDA Perspective - Spring 2018 - 31
IIDA Perspective - Spring 2018 - 32
IIDA Perspective - Spring 2018 - 33
IIDA Perspective - Spring 2018 - 34
IIDA Perspective - Spring 2018 - 35
IIDA Perspective - Spring 2018 - Safe Spaces
IIDA Perspective - Spring 2018 - 37
IIDA Perspective - Spring 2018 - 38
IIDA Perspective - Spring 2018 - 39
IIDA Perspective - Spring 2018 - 40
IIDA Perspective - Spring 2018 - 41
IIDA Perspective - Spring 2018 - Ready for Takeoff
IIDA Perspective - Spring 2018 - 43
IIDA Perspective - Spring 2018 - 44
IIDA Perspective - Spring 2018 - 45
IIDA Perspective - Spring 2018 - 46
IIDA Perspective - Spring 2018 - 47
IIDA Perspective - Spring 2018 - 48
IIDA Perspective - Spring 2018 - 49
IIDA Perspective - Spring 2018 - Scratch Pad
IIDA Perspective - Spring 2018 - 51
IIDA Perspective - Spring 2018 - Insider Intel
IIDA Perspective - Spring 2018 - 53
IIDA Perspective - Spring 2018 - IIDA News + Updates
IIDA Perspective - Spring 2018 - 55
IIDA Perspective - Spring 2018 - Why This Design Works
IIDA Perspective - Spring 2018 - Cover3
IIDA Perspective - Spring 2018 - Cover4
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