Lala Guluzade Portfolio

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INDUSTRIAL D E S I G N

P O RT FO L I O

LALA GULUZADE


LALA GULUZADE Industrial Designer 09.02.1991 Baku Azerbaijan

quluzadelala@gmail.com https://it.linkedin.com/in/lalaquluzade +90 539 483 71 01 +39 331 206 20 13

EDUCATION

EXPERIENCE

SKILLS

Scuola Politecnico di Design, SPD

NURUS

Computer Skills

Gazi University

Balikcioglu Furniture

M.A Industrial Design Milano - ITALY October 2014 - December 2015

Industrial Design Ankara - TURKEY September 2009 - July 2014

Dikmen Anatolian High School Ankara - TURKEY September 2005- July 2009

Industrial Designer May 2016 - October 2016 Ankara - TURKEY

Industrial Design Intern September 2015 - November 2015 Ankara - TURKEY

LSP Led Lighting

Industrial Design Intern July 2012 - January 2012 Ankara - TURKEY

Vestel Electronic

Manufacturing Processes Practise July 2011 - August 2011 Manisa - TURKEY

Gazi University

Workshop Practise and Computer Literacy in Design June 2009 - July 2009 Ankara - TURKEY

Rhinoceros SpaceClaim Keyshot AutoCAD Photoshop Illustrator InDesign

Language Skills

English - Advanced Turkish - Native Azerbaijani - Native Russian - Beginner Italian - Beginner


PORTFOLIO CONTENT

VENERE RETE

4

ELEVATION

11

PIETRA

14

MEDITERRANEAN PATIO

18

CHAIR

30

BEATOVEN

37

DESIGN MANAGEMENT

41


VENERE

say it with glass workshop

Culture of prosecco has changed with time. The role of the women is no longer to be served, but to be part of the opening and handling of the prosecco around the table.


Process

to merge the Collio with Murano expression

5


Concept

from tradition of Murano how we hold to bottle

Men, on average, have larger hands, making interaction easier. They bottle shape needs a redesign to allow women to handle prosecco in a elegant and easy way.

6


Details

reinterpret the flow of Murano stripes

Drawing on the rich reigonal culture of glassmaking, and work of the famous architect Carlo Scarpa to find forms that can represent the feminine elegance and inherent beauty that glass can take.

7


RETE

say it with glass workshop Working from the mesh traditionally used for store prosecco bottles


Labelling

alternatives for Venere and Rete

9


Venere and Rete

12

17

100

200

200

302

293 293

293

103

64 64

72

68 68

17

17

Technical Details

94

100

94

Scale 1:2 10


ELEVATION French room the boudoirs and Azerbaijan carpets are remarkable by the care and the sophistication accorded to their conception. This bench design is the encounter of these two cultures, the integration of the Azerbaijan craft in the spirit of the French boudoir and the mutation as a result.


Details

traditional wool and stainless steel structure used as a material

Two different Azerbaijani carpets are cut and rotated for each pattern reffering to the traditionnal French parquets.

12


Technical Details

Elevation

16 16.5

21

40 40

480 480

1000 1000

350 350

370 370

15 15

635

635

330 330

480 480

1000 1000

Scale 1:50 13


PIETRA Doing grinding with rubbing the stones to each other is a one of the traditonal method which is coming from past to present. Pietra is modern version of this traditional method.


Details

silicone material is chosen according to the elastic property

Pietra has two options. Big one has inside thin marble pieces for grinding the peppers easily. Small one is for dry spices without inside marble pieces. Holes for adding pepper and at the bottom part; holes are closed when the grinding is done.

15


Using

adding pepper and dry spices

16


Technical Details

60

60 60

60

Pietra

80 80

160 160

12 12

30 30

1

20 20 80 80

22

22

20 20

22 22

60

60

Scale 1:1 17


MEDITERRANEAN PATIO A space to renew the soul. To create a rich and personal outdoor environment.


Details

reuse of the tiles

Placing patterned tiles in the divider allows you to create a personal space and adds a particular Made a Mano Touch. Tiles that can be used to personalise the divider are given a second life as a tray.



Technical Details

divider

2130

30

9a30

Small Unit 84 pcs per unit 60 kg per unit

11

1230

Large Unit 102 pcs per unit 80 kg per unit

11

15

Wishbone connector Cast Ceramic

21


Details

4 Step for assembly

Wall Installation

Free Standing

22


Pattern

sheet metal

Cutting from sheet metal to create pattern through negative space, giving depth to its perception.

23


Lounge

creating pattern with shadows

Using the shadows created by these sheet metal pieces advantage of the design so that they will create the patterns on clean lava stone.

24


Scenarios

Mediterranean lounges

Mediterranean lounges are very unassuming spaces. They have both a relaxing and social aspect. By making modular units around the factor of 45cm allows configuration to suit the scenarios.

25


4 units and pouf

Back

Corner

Table

900 900

900 900

200

900 900

915 915

915 915

900 900

200

200

200 200

900 900

1350 1350

Pouf

615 615

615 615

615 615

Tray

200

Technical Details

900 900

900 900

26


Construction

rigid construction of welded steel and lava stone

3x3 cm Lava-Stone Detail

Lava Stone Blocks

Perforated sheet

Steel Support Sheet

Steel Support Strut

27


Details

color and materials Divider structure Aluminium White Painted

Wishbone Ceramic Cream-White Earthenware

Planter Ceramic White glazed ceramic

Table surface Lava Stone

Lounge base Steel White Painted

28



CHAIR The key aspect to the success of wing chair is the ingenous pivoting mechanism underneath the base. Goal of the design to reuse this mechanism in a way that opens new markets to HAG, by creating a new aesthetic and a simplified design. One that can be used by architects to create or suit the space insted of simply filling it.


Concept

flexibility and movement

To use the ingenious pivoting mechanism developed for Wing, keeping the idea of flexibility and movement. To simplify the design so that all parts join at the same point. With a clean more minimal feel to suit executive settings. To create a new aesthetic for HAG which is both minimal and graphic, so that the design itself becomes something timeless.


Ergonomy

clean aesthetic, flexible material

By moulding in polyethelene you create a type of softness moulds itself to shape of the body. This makes it easir to sit for long periods of time and is comfortable for all body types. It eliminates the need for upholstery, saving both resources and cost. It also allows us to design with clean simple straight sections, keeping the absolute comfort and clean design, as the chair can adapt to the shape of the user.

32


Details

armrest and table

Thin clean aluminium armrests designed to be easily inserted into holes on the top of the seat legs. The insertion is done with a simple pin to save time while the curve at the bottom of the armrest will guide it into place.

33


Assembly

structure

Moulded Poltethelene around an aluminium frame creates a sturdy structure which can be easily assembled using only 2 bolts.

34


Technical Details

Chair

a

a

32

b

b

section a-a

c

1 c

79

section b-b

1 2 47

section c-c 2 40

2

40

2 2

40

45

35


Color

diffierent alternatives

To find blance through contrasts of bright and darker hues keeping to create an aesthetic that is both colourful and neat.

36


BEATOVEN Beatoven is redesigned version of the traditional Turkish drumoven. With this new version of drumoven it is easy to cook and safety.


Technical Details

Beatoven

O 504 mm

O 100 mm

130 mm

190 mm 504 mm Scale 1:50

38


Assembly

structure of Beatoven

injection moulded handle

glass holder

ventilation

tempered glass door control panel

resistance

injection moulded foot

39


Details

interface

The type of food is selected and adjustments are automatically made.

fis h

chic

t mea

auto

_ C o

ken

ke ca

11 : 30

heat

_._ kg __:__:__

time

pizza

100 C o

heat

1.1 kg chicken

01: 01: 01

time

40


The Business Model Canvas

designed for

The Business Model Canvas Key Partners

Key Activities

Company designed by Group 4 Designed for: HAWORTH

Designed by: GROUP4

Value Propositions

Customer Relationships

Designers

Product and consumer research

Adaptability to different spaces

Shopping automated online

Retailers and wholesalers

Product development

Functionality

Commision to dealers

Suppliers -parts and materials

Production

Unique aesthetic to space

Mainly to small-medium corporate

Marketing and sales

Communication to clients specific needs

Date: 26.05.2015

Version:

Customer Segments Premium and executive -design concious -functional needs B2B smaller Companies with changing workspace

Create entire space with unified language

Channels

Key Resources

Online direct sales (self-service)

Physical -dealers -showrooms (81) -factories (20)

Wholesalers and consultants -dealers consult with client needs Partners and clients to adapt products

Intellectual -patents (350) Human -art director Brand value -history and innovation

Cost Structure

Revenue Streams

Value driven; -high quality product; end of market Fixed costs include property costs; utilities; manufacture equipment Variable costs -resources, materials

Fixed pricing Paying for high quality and functionality Mainly corporate revenues Also smaller consumer and direct sales

DESIGNED BY: Business Model Foundry AG

The makers of Business Model Generation and Strategyzer

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

strategyzer.com

41


The Business Model Canvas

designed for

The Business Model Canvas Key Partners

Key Activities

Company designed by Group 4 Designed by: GROUP4

Designed Designedfor: for HAG

Value Propositions

Customer Relationships

Designers

Product and consumer research

Environmental pioneers

Retailers and wholesalers

Product development

Ergonomic with good research & technology

Marketing and sales

Partner (umbrella) companies

Direct relationship: with corporate and wholesalers

Design Aspects

Mainly to small- medium corporate Small sales direct to users

- functional elegant aesthetic - trust - durability - long lifespan

- for pooling resources

Version:

Date: 26.05.2015

Customer Segments Premium : mid- high and oďŹƒce chair B2B Enviromental and ergenomic concious -advantge from niche market

Consultants for envionmental sustainability

Channels

Key Resources Physical -dealers -showrooms (81) -factories (20)

Web Page

Intellectual -patents (350)

Office Seating wholesalers

Word of mouth Ergonomic seating retailers

Human -art director Brand value

Cost Structure

Revenue Streams

Value driven; high quality product; mid/top end of market

Fixed pricing Paying for high quality and functionality Also smaller consumer and direct sales

Fixed costs inclued - property costs; utilities Variable include - research consultants

: Business Model Foundry AG

The makers of Business Model Generation and Strategyzer

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License. To view a copy of this license, visit: http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

strategyzer.com

42


Key Insights

Companies

Very strong and clear vision of what seating ‘should’ be

Vision is build around attention to current workspace trends

Strong values that do not consider enough the user perceptions and needs

Good understanding and approach to user perceptions and needs

More focus on design language and approachability can bring value to how they are perceived and will strengthen their vision

Ergonomy durability functionality are given less value than overall appearance

43


Brand Positioning Ergonomic

HĂ…G has the strongest focus on ergonomics, with more weight given to technology and process than the design result Humanscale produces standard office chairs, with technology, ergonomic ideals and a clean aesthetic language Haworth focuses mainly on design (modularity/adaptability) with a basic attention to ergonomic aspects Form

Function

Steelcase almost balances the 4 categories by designing the whole workspace in a costeffective way Herman miller rich design heritage offers a leisurely approach to workspaces, using technology with ergonomic ideals and a clean aesthetic language

Leisure

44


Introduction

Brand Strategy Summary HÅG

Business Model Canvas

• Has a strong position in Northern European seating market

• Very strong and clear vision of what seating ‘should’ be

• HÅG’s unique value proposition is an advantage in the niche market

• Focus on new philosophy of ergonomic seating

• Strong values that do not consider enough the user perceptions and needs

• Increasing their channels will allow HÅG to reach a larger audience.

• Strong focus and history of sustainability

• More focus on design language and approachability can bring value to how they are perceived and will strengthen their vision

• Linking better the Scandinavian Business Seating umbrella company can allow them to offer a more complete office solution.

User Persona & Buyer Persona

Customer Journey Map

• HÅG’s mother personality gives it strong appeal to those who value health benefits and can even become ‘brand ambassadors’

• HÅG Wing chairs are not flexible to different environments or social interaction

• Working on design language and form can allow HÅG to appeal to a larger user base

• A more simple and recognisable form will be needed to access new businesses

• HÅG relies on awareness of ergonomic benefits to reach consumers.

• HÅG needs better channels to communicate awareness to a broader public

45


HÅG office chairs are enviromentally friendly, ergonomic and durable

HÅG relies on awareness of ergonomic benefits to reach consumers

Very strong and clear vision of what seating ‘should’ be

Strong values that do not consider enough the user perceptions and needs

Working on design language and form can allow HÅG to appeal to a larger user base

HÅG Wing chairs are not flexible to different environments or social interaction Linking better the Scandanavian Business Seating umbrella company can allow them to offer a more complete office solution.

HÅG’s unique value proposition allows it to take advantage from niche market

More focus on design language and approachability can bring value to how they are perceived and will strengthen their vision Positive Space for Improvement Opportunity Goal

46


LALA GULUZADE Industrial Designer

THANK YOU

quluzadelala@gmail.com https://it.linkedin.com/in/lalaquluzade +90 539 483 71 01 +39 331 206 20 13


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