Wednesday 12 March 2014

It's a Great Opportunity...


Michael Armstrong established AFID Design in 2005, designing and producing original handcrafted furniture, as well as developing pieces for manufacture.

Michael worked within industry for several years before joining a product/furniture design consultancy where he developed his knowledge and understanding of design. He then went into full time education and graduated from the University of Northumbria with a First Class BA (hons) in Furniture Design and an MA in Design. After graduating he worked freelance for a number of years for a London based design agency before establishing Afid Design

Michael has exhibited with Design Event on several occasions and has taken part in both London Design Festival based collective exhibitions at 100% Design (2010) and Tent London (2012). 

Here are his thoughts on why it’s a good thing…

“Financially exhibiting as a collective under an umbrella brand is really beneficial especially to a designer who works alone.  The physical build, design of the stand and transporting the products to the show are all elements that are taken care of.  The camaraderie with the other designers is also something I enjoy, it’s a great opportunity to exchange experiences and get to know other people working in a similar field.

The mentoring and professional development programme that Design Event organise for the designers involved in the lead up to the show is really useful.  The main thing I’ve really taken on board is the importance of marketing and publicity and I keep in contact with customers via social media platforms and online marketing.

At the show the stand has real appeal to visitors because the collection of work is diverse and high quality, it draws people in and there is another dynamic to the conversations you can have with people about the wider collective, not just your work in particular.  It peaks people’s interest and appreciation of the products on show.

I’ve really benefitted from exhibiting at both 100% Design and Tent London with Design Event because it has raised the profile on my business and the work I produce.  Exhibiting at these trade shows has also resulted in sales and commissions from the public and initiated conversations with retailers and buyers from big brand organisations.

The experience I’ve gained from exhibiting at these shows has given me the confidence to explore the idea of showing my work on an individual basis. The main barrier to doing so rat the moment is the limited time I have available for planning, marketing and, ultimately, final production of the stand itself, which I would have to undertake personally while still fulfilling ongoing commissions and orders.  

I love doing what I’m doing, it’s a hard industry but I enjoy my work and want to keep doing it!”

Michael Armstrong, Afid Design