Southeast Asia-based designers to make a collective presentation debut in the Middle East at Index Dubai 2007

Throughout the years, Southeast Asian countries have been associated with the traditional, conservative designs of the East, but as the world continues to get smaller, influences from new generations of the West have dramatically changed the picture.

Today, as East meets West in the context of design, the combination of functionality and aesthetics define the value of a design piece. "We're delighted that ASEAN Fusion, a collaborative endeavor of highly talented designers from the countries of South East Asia, is to make its Middle East debut at Index 2007. The said showcase, appearing for the very first time in the region, will display the best of contemporary Asian design," said Kim Willis, Exhibition Development Director of dmg world media Dubai, organisers of the annual Index exhibition, one of the world's most important interiors events.

ASEAN Fusion at Index is targeted to bring together a collection of stunning creations of leading designers initially from Indonesia, Philippines and Thailand who give life to objects through the use of traditional and indigenous materials, transforming them into vibrant and elegant pieces with real functionality. Mixed styles and textures are captured in lamps, vases, bowls and other pieces by fusing wood with stones or metal and ceramics with lacquer ware, in a sweeping vista of colours and shapes.

By bringing leading designers and exporting companies from Southeast Asia together on one platform without compromising the distinct style of each region, ASEAN Fusion is effectively remodeling the traditional to cater to modern tastes and the lifestyles of today's 'global' generation. To achieve this transformation, international caliber Philippine design curators Budji Layug and Tony Gonzales have initiated and shared their years of experience to participating companies giving valuable guidance and design direction, and encouraging the mixing of the traditional with modernity in this new fusion of styles, methods, materials and design philosophy. The said program is envisioned to be spearheaded by a consortium of South East Asia-based Design Curators, who are renowned in their own field of expertise and are members of well known circle of designers in their respective countries.

The ASEAN Fusion concept was inspired by the phrase "Scandinavian design," a specific name for designer products coming from a group of nations, and was established with the objective of uniting under one umbrella to allow a stronger presentation of designer products from the ASEAN member countries in key international events.

"By complementing and not competing with each other's designs, by using our own traditional heritage and unique influences and combining modernity, we believe we have the right equation to make a difference," said Budji Layug. "By coming together, we can project a bigger, more unified concept and prosper with an identity that spells out harmony."

Celebrating its 17th Anniversary this year, Index 2007, which takes place from 1-5 November at Dubai International Exhibition Centre, will once again be the biggest trade show in any sector in the whole of the Gulf region, featuring more exhibitors, expanded country pavilions and the leading regional and international names from the interiors and furniture industry.

"This year will see us building on the strength that gives Index such strong appeal - the fact that it is totally comprehensive, and covers all of the key product areas - furniture, textiles, flooring, wall coverings, window products, lighting, kitchens, bathrooms, ceramics, interior architecture, accessories, interior design services and furniture production," added Willis. "Index has been designed specifically to maximise business success, and we are continually enhancing the event to create an environment that brings together buyers and sellers and promotes opportunity and success."