‘By experimenting with advanced design and production technologies, the Israeli-born, London-based designer Assa Ashuach redefines both the form and function of everyday products and furniture, while developing a surreal new design aesthetic’
Alice Rawsthorn, director of London Design Museum © 2005
Founded in London 2003 Assa Ashuach Studio it closely working with companies R&D and business innovation units such as Samsung, Nike and Panasonic among others and public institutions such as the UK government Technology & strategy board the Science museum, Design museum and the Victoria & Albert museum on design technology for social and cultural progress.
The studio today focuses on three main areas:
1. Industrial Research and product design consultancy within the digital design and manufacturing methods, specialising in the SLS polyamides and DMLS metal alloys within the wide range of the additive layers manufacturing technologies (widely known as 3D printing) offering Co-design and user interaction coding of dedicated 3D design and engineering tools as part of the studio unique and innovative methodologies.
2. Design and manufacturing of lifestyle products such as footwear, mobile phones, shaving devices, lighting and furniture among others.
3. Self production of limited edition studio pieces, using new design and production methods to achieve unique forms and aesthetic qualities.
Assa Studio ltd practice and research is very much about innovation and the development of new industrial design methodologies within digital design and manufacturing.
In the center of the studio’s developments is the virtual ‘life’ of an object, before it is physically produced. Opened to users input, the digital object can be produced using a wide range of additive layer manufacturing (widely known as 3D printing) with a mix of mass production solutions. This is the key difference and maybe the most novel aspect of the studio’s practice. Aesthetics, adaptation and reconfiguration of forms are elements in flux within this new product design workflow.
The studio today includes a network of highly skilled specialists from the design, science and manufacturing sectors, using dedicated 3D software development, electronics and engineering as an integrated part of its design methodologies and philosophy.
‘I see my design methods as a dynamic strategy, applied within the visual, physical and social layers of the design process, from concept generation and development of complex mechanisms to interaction scenarios with high cultural and aesthetic value’
Assa has Co founded Digital Forming® and UCODO™, The two London based companies are set to democratise the personalisation of everyday products; introducing the notion of ODO – Original Designed Object and CODO – Co Designed Object, using a set of innovative 3D software solutions for online customisation and shape modification of designed objects. In summer 2009 Assa and team where invited to show at London’s Science Museum’s 100 years anniversary featuring ‘the future of manufacturing’ showing for the first time shape changing 3D modifiable products.
Assa is a research fellow and a course leader at the ‘MA Design Suite’ of The CASS school of Art Architecture & Design in London
ASSA STUDIO ltd company no.8575315 Registered in England and Wales