Each year, when debating whether or not to be part of the 100% Design expo Raw Studios looks inward, and contemplates their situation: what does one present to the public, what does one say, who are we? This year, there is no new product range per se on show, but rather an attitude, an important image-making and brand-reappraisal. Why is this so? Because Raw is not just about making high quality, cost-effective, durable, elegant and environmentally-responsible office furniture, but it is also about facilitating the spaces for creative thinking, about innovating these spaces and designing solutions to suit the evolving worklife.
The stand, this year, is therefore an activation, an in-between space, a transitional piece between furniture and walls. Less product and more interaction with the public; the start of a longer dialogue, perhaps. It is a large, slightly curvaceous, engineered structure, a wave series of frames – there will be some products on display,but the stand itself is the showcase, the eye-catcher. It is on a larger scale for Raw Studios and indicates the new direction of more spatial constructions, alongside the well-proven product range. Come and see it for yourself at the 100%Design Expo, Stand D30, from 6-10 August and experience this worklife ethos.
The nature of work and the workplace has been evolving, blurring the line between work and home life. Work is becoming flexible, mobile and changeable, while the place of work is expected to be healthier, brighter and more co-worker-centred. More considered and responsive worklife environments are emerging.
Raw was born to cater for this more vibrant, healthier and more inclusive world. Customers, and workers alike, are seeking greater transparency, authenticity and environmental awareness, in an increasingly complicated world. Simplicity, durability, resilience and integrity are crucial components in response to this. Raw works with non-toxic, durable materials, designs (re)configurable ergonomic systems and details, and most of all, delivers finely crafted cost-effective products.
Interconnectedness, quality, consideration and configurability, in an adaptable and more sensitised world of meaningful employment demands a product range and system thinking that creates the suitable spaces and enriches this more layered worklife.