Studio Hendro Hadinata has been given the opportunity to collaborate with the American Hardwood Export Council (AHEC). Sharing a common vision to introduce American hardwood material to professionals in the design and furniture industry, AHEC has selected Studio Hendro Hadinata as their product designer for this year.
Although coming from two different cultural backgrounds, this collaboration remains grounded in the values of Indonesian local heritage. From the product concept to the booth design, the creative direction will highlight the richness of Indonesian culture, harmonized with the natural beauty and character of the hardwood materials supplied by AHEC.
Carrying the theme of ‘returning to the forest’ under the working title Into the Woods, Studio Hendro Hadinata and AHEC invite visitors to briefly immerse themselves in nature away from the noise of the city and the dominance of polished, gleaming materials.
The circular booth layout allows visitors to explore the ‘contemporary forest,’ gradually giving space to read, reflect, and engage with the atmosphere being created. At the heart of the installation, visitors will encounter the collaborative product collection by Studio Hendro Hadinata and AHEC. Here, the warmth and generosity of the forest, part of Mother Earth herself, can be felt through the use of wood as a central material.
Responsibly sourced from sustainably managed forests, this would not only carry aesthetic value but also become a vessel for design exploration, pushing form, function, and the unique character of American hardwood to its full potential.