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
