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Alex Davis - Indi StoreBy Andrew Chyne
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A man of rich experience in the field of Furniture Design, Alex Davis is an alumnus of the prestigious National Institute of Design, Ahmedabad. Post NID, he majored in Industrial Design from Domus Academy, Milan and worked with international master designers of the stature of Andrea Branzi, Massimo Morozzi, Isao Hosoe, Stefano Giovannoni, Ezio Manzini, Marco Susani and Mario Trimarchi. He has to his credit, design of a museum in Kathmandu, the second prize at the International Glassware Design Competition organised by Arnolfo Di Cambio (Society of Italian Crystalware Manufacturers) and In/Arch (Italian National Institute of Architects). In 2003, he won the Elle Décor International Design Award.
Alex Davis started Indi Store back in 1999, when he returned to India after gaining some work experience in Milan. It was a humble beginning for him, where he started first with the exhibition at the India Habitat Center, which paved way for him to open up a store in Shapurjat and eventually at MG Road.
Excerpts from my chat with him at the India Design ID 2015 follow.
Tell us something about Indistore?
Well, it started as Indisign which comes from “India” and “Design”. We focus on furniture design. It is something I like. I like the space between art and design. Our furniture is completely made by us and is fully craft based.
It has been a humble beginning for you Alex. How many years have you been in this industry?
It has been eighteen years now.
Tell us something about the design experience you gained in Milan?
Yes, after my graduation in NID, I went to Milan and completed my post graduation from Domus Academy. I've worked in Milan for sometime before coming back to India.
In the west, Furniture Design is an art. Do you really think people in India understand furniture design?
I think the trend is changing. People now appreciate furniture design. And in the next ten years, you will find lot of people coming into furniture design.
Do you have any plans of expanding outside of Delhi, in future?
Yes, I do sell my furniture through few other stores in Mumbai. I sell through Goodearth. I've tried other cities like Ahmedabad. Currently, Delhi is my focus though.
What will be your suggestion to students?
Work hard and give it ten years or more, to come to some level of maturity. You need to stay at it and keep at it.
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