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