As we all know, designers are often labeled with a style that is evaluated and recognized as the mainstream style he is good at, such as new Chinese designers, such as avant-garde designers.

At the China International (Shanghai) Furniture Fair, which opened on September 8, the three brands exhibited in the International Brand Pavilion presented three completely different styles, which can be modern and classical, and can be European-style, making it hard to believe. This is from the hands of the same designer.

Crazy transformation

He used to be called "office furniture designer" and "commercial designer" for more than ten years. From the time when the "Tangtang" brand was launched in 2015, he finally got rid of these titles, oh, at least from the "office furniture design." "The title".

However, the experience of designing office furniture has accumulated enough experience in craftsmanship and technology for him to lay the foundation for his design of civil furniture. He is very aware of the advantages and disadvantages of the combination of mold and structure, the control of cost and the performance of various materials. The master of the factory is particularly happy with his dealings.

As a Malaysian Chinese, he has developed an international aesthetic in a multicultural “hybrid” environment, but at the same time retains the Chinese “compassion” of the Chinese. Therefore, the birth of the new Chinese brand “Tang Tang” is a natural result. The advertiser's experience has given him a comprehensive plan for the overall packaging of the brand image and even for the brand's retail business model. In this respect, he is indeed a "business designer."

Crazy "planning"

When he came into contact with the furniture industry in 1999, he began to realize that furniture design can't just focus on the shape. "This should be a design about 'face', which is led by planning and realized by design." To promote design by planning, he called this method "planning."

At the scene of this Shanghai exhibition, the author saw the designer, Philip Yap, delicate thin-framed glasses, manicured beards, blue-skinned clothes, details and shoes echoing. He is working with foreigners. Friends talked about the expansion of the overseas store of the "Tang Tang" brand.

The three brands he led this year - Tang Tang, Bao Dian and Ni Qi - were highly valued by designers, companies and dealers, and received feedback from Tang Tang last year. His design is considered A balance between high aesthetics and market acceptance is achieved. When asked by a reporter to be evaluated as a "commercial designer" and think that this is a derogatory or a derogatory evaluation, he replied:

“Design is a commercial, 'rational' innovation. Business needs planning, needs a big picture, and needs to remove the inherent thinking. The core that really drives business innovation is design, design to lead the company's innovative thinking, and solve the fundamental problems that constrain its development. An open space can burst out of innovative energy."

Crazy design

In the field of innovative design, 腓力圃叶 has its own point of view on “inspiration”—the designer is not an artist, and creation cannot be based solely on inspiration. The artist's creation is to seek the transcendence or visual kind of thought. You can't understand that the "channel" is different. Unlike artists, designers have to take responsibility – the “channel” of creation needs to keep up with consumers, and more importantly, let investors understand it first! “Designers should not pursue originality, but should pay attention to 'circle first’. Chuang', only the artist's creation needs to keep pursuing originality."

Therefore, when he meets a suitable business partner, he has a modern style of “Tang Tang” with a blend of Chinese and Western styles. He has a “treasure book” that incorporates Western elements from an oriental perspective, and has been matched with appropriate light and luxurious styles. The willfulness of the expensive new market, Nikki. These are all successful cases of guiding business innovation with modest innovation in design. So why do you care about what is called a “commercial designer”? Design has a commercial attribute!

These brands are not just different in design style, but also a reflection of different lifestyles.

In the same period, between the three completely different styles, and not only control the product design and production process, his team also gave the brand a complete "tune", including visual style, virtual space, music to other The sensory experience is an extreme test of the designer's creative ability. Of course, this is inseparable from the background of the PYD creative team members. His team is very open and cross-border. They use various expertise to collaborate and have experience to build each. A style, a variety of positioning projects, just like a crew experience different life.

I heard that the commercial film on the big screen of the Tangtang Exhibition Hall is the debut of this "deduction". Maybe he wants to be a director more than a designer?

Crazy "design director"

In addition to "playing" the various roles behind the scenes of the designer, when he began to elaborate on the innovative "planning" of the business model, he suddenly became a wise planning director. Indeed, in many projects, 腓力圃·叶 has been both a screenwriter, a director, and sometimes an actor. He has been switching between these roles, using different ideas such as design, advertising, and business to create “single shots”. A project is like a wonderful drama, and he is more like a “design director” – participating in different creative projects, connecting different professionals, understanding different lifestyles, and shaping different home styles...

It is the unique charm of this character that uses "painting" to guide the "strategy". It also allows you to enjoy the constant challenge in the role switching.

"My style is to constantly challenge different styles," said "Guide" with confidence. No matter what style or orientation, his design has undergone precise “computation” with strong commercial characteristics—sensing the demand, rationally analyzing the market, and guiding the design with this result—without doing so. The design aesthetics and creative performance are more rapid, more comprehensive and more effective.

Crazy goal - Golden Rooster or Oscar?

From the ad design to the office furniture, from the civilian furniture to the interior design of the cross-border transformation, the overall design and demonstration of the home space is now the next goal of 腓力圃叶. He hopes to become a space designer with an innovative perspective, a deep understanding of various life, and a guide to interior design to shape different lifestyles with furniture and soft clothing. He said that the era of excessive reliance on hard wear has passed, and the furniture marketing method is based on the book. It is also outdated. It is time to adjust the strategy of the company and the role of the industry in the series. It is time for the furniture to make the home decoration!

Designer introduction: Philip Yap

· Malaysian Chinese designer, senior advertiser

· Philip Yap Design Associates (PYD)

· Original home brand "Tang Tang" "Baodian" designer and brand image planning

· Guangdong Province Family Association awarded "Top Ten Outstanding People in Furniture Effect"

· Founder of International Designers Club (IDC)

· Planning Consultant of Malaysian Furniture Design Center (MFDC) and Marketing Consultant of Malaysia Forestry Bureau (MTC)

· Visiting Professor of Furniture Design, Beijing Forestry University, Nanjing Forestry University, Central Academy of Fine Arts

· 2013-2015 Shanghai (International) Furniture Exhibition Office Environment Exhibition Curator

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