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Right Side Opened - Photographs by Angelo and Uwe Wruck
Right Side Opened - Photographs by Angelo and Uwe Wruck
Right Side Closed - Photographs by Angelo and Uwe Wruck
Left Side Closed - Photographs by Angelo and Uwe Wruck
Left Side Opened - Photographs by Angelo and Uwe Wruck
Back Closed - Photographs by Angelo and Uwe Wruck
Back Opened - Photographs by Angelo and Uwe Wruck
Front Closed - Photographs by Angelo and Uwe Wruck
Front Opened - Photographs by Angelo and Uwe Wruck
Front Semi-Opened - Photographs by Angelo and Uwe Wruck

MAXell is a new collection by Al-Hamad Design Studio which recently was featured at the Contemporary Art Platform (http://capkuwait.com/maxell/) in Kuwait City, Kuwait from March 12 – April 11, 2014:

Inspired by the famous Maxell ‘Blown Away’ advertising campaign of the 1980s, MAXell works with the principles of movement and motion to design for comfort, function, and mood. Al-Hamad creates a framed space within which the pieces modular qualities can be tailored to the user, allowing them to prove their loyalty with every sit. Once settled, the user in placed in a position of uninterrupted control, ready to relax and relish, because “It’s worth it.”

MAXell Chair + Sidetable
Handcrafted texture in wood
Upholstered in Innofa’s innovative Stretch Textile

MAXell Floor Lamp
Handcrafted texture in wood
Steel
Mirror
LED

MAXell Rug
Carpet
Innofa Stretch Textile

The show played with a reoccurring motif of the dotted pegboard-like pattern in its execution of all three objects. The modular MAXell chair + sidetable, as well as the floor lamp, allow the user to customize within their specified space. The lamp featured a movable mirrored cap on the top, allowing the user to direct a spot of light to where they please.

Al-Hamad Design is an award-winning design studio based in New York City and Kuwait City. Founded by Nanu Al-Hamad in 2011, the Al-Hamad Design Studio focuses on high-end furniture, lighting, object design, and custom made pieces. Embracing an innovative design theory based on a foundation of new concepts, the designs utilize progressive materials and technologies in order to improve and expand the relationship between objects and their users. Al-Hamad Design’s fearless ‘remember the future’ design philosophy is shaping a new movement in design. Al-Hamad’s modular Gibbous Chair and Ottoman recently won the 2012 A’ Design Award.

Other services include: object design I interiors I creative consultation I collaborations