View
217
Download
0
Category
Preview:
Citation preview
8/14/2019 Raju Peddada's Biobook
1/58
You see things: and say why?
but I dream things that never were: and say why not?
George Bernard Shaw
rajuPEDDADAA Design Compedium
8/14/2019 Raju Peddada's Biobook
2/58
Passion always obliterates
convention, conformity, compromise and mediocrity.
Raju Peddada
8/14/2019 Raju Peddada's Biobook
3/58
This compendium presents a sketch
and summarizes Raju Peddadas business
and design process and experience.
rajuPEDDADAA Design Compedium
Inside Cover: Passion Hypothesis
1: Business Framework Diagram and personal statement
2-9: Multifunctional accessories design
10-21: Furniture design; Source of inspiration
22-23: Definition of luxury; Career summary
24-29: Table top decanters design
30-35: Flooring-Area rugs design
36-44: Communications and brand design
38 & 42: Abstract illustrations
45: Website design
46-49: Lighting design
50-52: Business and design processes
Highlights
C
o
n
t
e
n
t
s
8/14/2019 Raju Peddada's Biobook
4/58
Greatdesignand
innovationisfueledinpartbyobservation,
observationofpeopleandcultures.In
factwecanfindinspirationby
observingourow
nbehavioralpatterns
andsurroundings.
Weareallendow
edwithcreativefacu
ltiesfordesignandin
novationthat
canflourishifyo
uproliferateaculture
tonurtureit,aculturethat
embracesrisksa
ndrewardstheriskta
kerswhiletoleratingoccasionalfailures:-)
:-)
:-)
))GoodManagement GreatCulture+ + :-) :-)GreatProducts CustomerService+ = :-)Happy/LoyalCustomers
8/14/2019 Raju Peddada's Biobook
5/58
I have an intuitive and passionate yet pragmatic
approach to design and new business development.
My goal, is to find synergy between design and the
business development objectives, through a process
that cultivates and synthesizes energies between
design, engineering/manufacturing and logistics to
accomplish business goals.
In design, great customer centric products come to
life, as a result of harmony between opposing
strengths and forces of research, organic intuition/cre-
ativity, manufacturing solutions, internal corporate cul-
tures, customer service and business objectives.
I strongly believe that investment in design improves
enterprise performance, and good design leads to
meaningful brand experience and profitability.
Brand and
personality
Materials Systems
Physical
Distribution
Channels
Service
Strategic
AlliancesStandards
Development
Manufacturing
Functions
and Features
Legal
"Good design is... intelligence made visible"
Le Corbusier.
8/14/2019 Raju Peddada's Biobook
6/58
Table-top multi-function reversible design
I am haunted by a passion,
to create, study, explore, and unearth lost forms
Raju Peddada
Lacuna
2
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
7/58
Leonardo
Acrobat
Table-top multi-function reversible design
PEDDADA 2005 All rights reserved worldwide
3
xperience and skills, Form research-Ancient/contemporary, Organic intuition, cultural experiences, Renaissance period studies, User research, Urban
8/14/2019 Raju Peddada's Biobook
8/58
8/14/2019 Raju Peddada's Biobook
9/58
5
Lightower
Table-top multi-function reversible design
omadic culture and User experiences. Ancient silver crafting techniques, Search for a supplier in Italy, Vendor screening, Non-verbal communication,
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
10/58
Table-top multi-function reversible design
6
PEDDADA 2005 All rights reserved worldwide
Peddada designs are an esoteric alchemy
of intel lectual exoticism
Minerva
8/14/2019 Raju Peddada's Biobook
11/58
7
Pioneer
Table-top multi-function reversible design
avelength compatibility, Relentless pursuit for solutions, Passion for perfection, Metaphysical and metaphorical synergies between designer an
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
12/58
Tivoli
"Passion resides
in everything luxurious"-Hadrian, 2nd Century AD
Table-top multi-function reversible design
8
PEDDADA 2005 All rights reserved worldwide
supplier, operational trust and efficiency. Vendor capability & compatibility study, Non-disclosure & confidentiality agreements, Manufacturing
8/14/2019 Raju Peddada's Biobook
13/58
Table-top multi-function reversible design
9
l l iances & agreements, Design concepts & exploration, Design specif ications & CAD simulations, Patent & Copyright f i l ings
Mangrove
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
14/58
Seating Design
"A chair is a very difficult object.
A skyscraper is almost easier."
Ludwig Mies van der Rohe
10
PEDDADA 2005 All rights reserved worldwide
Tokyo
8/14/2019 Raju Peddada's Biobook
15/58
11
l ies in my imaginary and real
travels into modern and ancient times and places. Its the study
and observation of people and cultures that ignites my imagination.
The fascination for cultural progress holds true, whether it be Euclids
treatise on Geometry or Pan-Hellenic culture that proliferated the
Mediterranean for centuries or NASAs JPL (Jet Propulsion lab)
in California in bidding for a new destiny.
Imagination is unrestricted and unbound that Inspiration carries
forth towards endless frontiers for me. One of the great sources of
reflection and contemplation is how certain forms came to dominate
various cultures and civil izations at different times and places.
How cultural symbols and objects play an integral part in defining
the time and place. Today we are obsessed with minimalist forms
that capture the essence of "less is more" philosophy that dominates
our global culture.
I depend on a strange inexplicable personal creative process
that synthesizes all my various experiences into exotic visions.
I grew up in the east and lived half my life in the west, as a result,
my subconscious has stored eastern and western cultural symbols
icons, and forms; A sedimentation process in me that accumulated
these images over years of observation and studies of people. My
design originates from these imaginary sojourns and forms culled
from personal experiences of the past and present, filtered thru
the funnel of business objectives. In essence, the whole process
is a vast and deliberate journey to find solutions to the most
common of problems.
The source of inspiration
8/14/2019 Raju Peddada's Biobook
16/58
Indoor Public/Outdoor Seating
12
PEDDADA 2005 All rights reserved worldwide
Actium
"Outdoor seating brings out the
contortionist in most of us"
George Nelson
Stainless steel stool with
storage for patios/outdoors
and indoors
8/14/2019 Raju Peddada's Biobook
17/58
13
Maui
Indoor Public/Outdoor Seating
Lounge chair for
outdoor/Indoor purposes.
Wood & Steel
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
18/58
Indoor Public/Outdoor Seating
Apex
Airy and transparent Steel
chair for indoors/outdoors
14
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
19/58
15
Lounge Chair with removable cushions
with storage and a hinged back that tilts
as required. Materials are wood, steel,
polyurethane and leather
Indoor Public/Outdoor Seating
Cancun
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
20/58
Indoor Public/Outdoor Seating
16
PEDDADA 2005 All rights reserved worldwide
"The discontended man
finds no easy chair"
Benjamin Franklin
Miami
8/14/2019 Raju Peddada's Biobook
21/58
17
Indoor Public/Outdoor Seating
Airy & Transparent as if inflated
All Stainless Steel Sofa for
indoors/outdoors
Amalfi
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
22/58
Indoor Public/Outdoor Seating
18
PEDDADA 2005 All rights reserved worldwide
Sofa/Chair in Reclaimed wood, Metal & Polyurethane
& Leather/Cloth
Seattle
8/14/2019 Raju Peddada's Biobook
23/58
19
Indoor Public/Outdoor Seating
Expandable Daybed /Bench with storage
Monaco PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
24/58
Indoor Public/Outdoor Seating
Lounger Sofa and chair with audio facility
PEDDADA 2005 All rights reserved worldwide
Capri
20
8/14/2019 Raju Peddada's Biobook
25/58
21
Indoor Public/Outdoor Seating
Aspen
Lounge-day bed for two with slot storage
PEDDADA 2005 All rights reserved worldwide
8/14/2019 Raju Peddada's Biobook
26/58
22
PEDDADA 2005 All rights reserved worldwide
How do you define luxury?
Etymologically, the word luxury comes from the Latin "luxus" signifying sensuality,
splendor and refinement.
Luxury encapsulates our myths, mysteries, fantasies and dreams; We are moved by our
dreams because in them we soar. Creating luxury is an intense emotional and intellectual exercise
and search for our deepest desires, fantasies and the meaning of our being, as to what makes ustick and flourish. From a purveyors point of view, luxury implies a passionate and uncompromising
investment and synthesis of time, skills/experience and materials to produce and market tangible
and intangible products that capture the buyers imagination and emotions. Luxury products cannot
be measured by price alone. In fact, luxury is never defined by price or the decadence that is
unfortunately associated with it. It is a life long pursuit of certain individuals who develop discrimi-
nating taste for the unusual, the original and love of the one-of-a-kind. Appreciation of luxury does
not equate with materialism as the latter infers a complete neglect of lifes intellectual and spiritual
goals. The true connoisseur understands that the enjoyment of quality is less a lapse of discipline
than the exercise of it. Cartiers creations have more to do with artistry than with the weight of
their stones. Luxury and beauty are values experienced when perception is not guided by a practical
need but purely by an aesthetic impulse. We cherish beauty infinitely, because it makes us feel good
about ourselves. In my opinion, emotion, intellect and passion become pivotal ingredients in creating
great products and meaningful brand experiences.
8/14/2019 Raju Peddada's Biobook
27/58
23
Peddada holds over 30 national and international patents for products, graphics
and packaging design. He is a published designer as his product designs have been
editorialized in national and international consumer design and shelter magazines alongwith trade publications. Peddada is a passionate proponent of good design and
business management and has earned kudos and awards as an outstanding employee
in Fortune 500 companies. His design and marketing experience encompasses the
whole spectrum from product concept to product launch and has designed products
for the mass markets as well as the ultra luxury segments. His experience and
expertise are as follows:
rajuPEDDADAExperience and expertise
}Design Experience:
Design planning & researchDesign strategy and policyGraphic and packaging designCorporate ID design
& implementation
Home accessoriesHome furnishingsFurniture and Lighting
Personal accessoriesSpace and interiorsConsumer productsBrand design
Brand experience designMarketing communicationsAdvertising and PR materialsCollateral materials design
Trade show and exhibit design
Business:
Business plans
Project managementCash flow management
for projectsResearch and development
New business developmentNew product developmentNew market
segment development
Strategic market planningMedia planningMarketing and advertisingPublic relations
Print Management & BuyingVendor capability/
compatibility studiesCosting and pricing
Non-Disclosure &Confidentiality agreements
Manufacturing agreementsQuality management
Customer service &customer relations
Sourcing and buyingVendor/supplier search
Outsourcing managementSupply contracts
& negotiationsOverall business management
PEDDADA 2005 All rights reserved worldwide
D d Pi h d i
8/14/2019 Raju Peddada's Biobook
28/58
Decanters and Pitchers design
24
PEDDADA 2005 All rights reserved worldwide
And as imagination bodies forth
The forms of things unknown,
the poets pen -
Turns them to shapes,
and gives to airy nothing
A local habitation and a name
-Shakespeare
A Midsummer Nights Dream V, 1.
Mars
D t d Pit h d i
8/14/2019 Raju Peddada's Biobook
29/58
25
Decanters and Pitchers design
Philadelphia
"Liberty is always dangerous, but its the safest thing we have." Harry Emerson Fordick
PEDDADA 2005 All rights reserved worldwide
Decanters and Pitchers design
8/14/2019 Raju Peddada's Biobook
30/58
Decanters and Pitchers design
26
PEDDADA 2005 All rights reserved worldwide
Aquaring Aegean
Celebrate Originality
Decanters and Pitchers design
8/14/2019 Raju Peddada's Biobook
31/58
27
Decanters and Pitchers design
Manufacturing solutions, Understanding nuances in metals, Designer and craftsmen synergy, out of the Box Concepts, Metaphysical & Metaphorical
Shortwave
PEDDADA 2005 All rights reserved worldwide
Decanters and Pitchers design
8/14/2019 Raju Peddada's Biobook
32/58
Decanters and Pitchers design
28
Arno
manifestation. Skills & Experiences, Historical interpretation, Homage to Renaissance genius, mental archaeology, Anthropological Studies & Researc
PEDDADA 2005 All rights reserved worldwide
Homage to the heroes of imagination
Decanters and Pitchers design
8/14/2019 Raju Peddada's Biobook
33/58
29
Decanters and Pitchers design
Problem solving, metals research, silver density, reverse flutes are difficult. Skills & Experiences, Homage to WWII vets, Marketing to the affluent,
Platoon
PEDDADA 2005 All rights reserved worldwide
Area rug design
8/14/2019 Raju Peddada's Biobook
34/58
Area rug design
30
PEDDADA 2005 All rights reserved worldwide
A rug can bring stre ngth
and cohesion to an interior.
And, occasionally, a beautiful
rug is al l that is necessary.
Its too bad we have to walkon a work of art. Or, perhaps,
this is the ultimate luxury.
Raju Peddada,
designer
Boxed
Area rug design
8/14/2019 Raju Peddada's Biobook
35/58
31
ea ug des g
Creme
Search and selection of colors from nature, six month search for master color dyers and weavers, Design integrity maintained, Natural & Metal Colo
PEDDADA 2005 All rights reserved worldwide
Area rug design
8/14/2019 Raju Peddada's Biobook
36/58
Backdoor
g g
"Nature always wears
the colors of the spir it"
-Ralph Waldo Emerson
32
PEDDADA 2005 All rights reserved worldwide
Area rug design
8/14/2019 Raju Peddada's Biobook
37/58
33
Big Doodle
g g
PEDDADA 2005 All rights reserved worldwide
Area rug design
8/14/2019 Raju Peddada's Biobook
38/58
Bihar
34
PEDDADA 2005 All rights reserved worldwide
Area rug design
8/14/2019 Raju Peddada's Biobook
39/58
35
Patio
PEDDADA 2005 All rights reserved worldwide
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
40/58
Beauty lies in the intellect of the beholder
Please visit www.peddada.com for simply the rarest
and most exotic silver collection and decorative options.
Call (847) 298-3611 for catalog/orders.
www.peddada.com
Euclid: Reversible
Beauty l ies in the intel lect of the beholder
Please visit www.peddada.com for simply the rarest
and most exotic silver collection and decorative options.
Call (847) 298-3611 for catalog/orders.
www.peddada.com
Euclid: Reversible
"Vision is the pivotal ingredient in creating
a meaningful brand experience"
Raju Peddada
36
Advertisements
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
41/58
Positioning for affluent markets, Media planning, designing meaningful brand experience, Pricing strategy, Website design and implementation, cos
37
From concept to manufacturing to marketing
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
42/58
38
"All our knowledge has its origins
in our perception."
Leonardo da Vinci
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
43/58
39
Celebrate Imagination
Tivoli - Designed by Raju Peddada
Invest in People
Minerva - Designed by Raju Peddada
Posters
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
44/58
40
Invest in People
Invest in Originality
www.peddada.com
Direct mail
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
45/58
Aegean - Designed by Raju Peddada
Celebrate Heroes of Imagination
Liberty is always dangerous, but its the
safest thing we have
H.E.F
Philadelphia - Designed by Raju Peddada
Celebrate America
41
Posters
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
46/58
42
"You cannot depend on your eyes
when your imagination is out of focus."
Mark Twain
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
47/58
43
Packaging & product presentation, PR and Market introduction, Strategic market planning, Advertising design and product positioning. Lateral problem
From product ideas to product launches
Communications & Brand Design
8/14/2019 Raju Peddada's Biobook
48/58
44
PEDDADA 2005 All rights reserved worldwide
Website Design
8/14/2019 Raju Peddada's Biobook
49/58
45
Web strategy, Website design and implementation, Internet marketing and optimizing of resources, web traffic optimization, search engine optimizatio
Lighting Design
8/14/2019 Raju Peddada's Biobook
50/58
"ideas are f lashes of genius
in the darkness of thought"
Thomas E. Edison
46
PEDDADA 2005 All rights reserved worldwide
Chicago
47
Lighting Design
8/14/2019 Raju Peddada's Biobook
51/58
47
Aeronautical vernacular, Homage to aerospace industry, managing talent, passion is encouraged and applauded, UL approvals, Wiring Solutions
Prat & Whitnee
PEDDADA 2005 All rights reserved worldwide
Lighting Design
48
8/14/2019 Raju Peddada's Biobook
52/58
48
PEDDADA 2005 All rights reserved worldwide
Skills & Experiences, Contract Lighting Design, Hospitality lighting design, floor-Table-Ceiling Lighting Design, Architecture Lighting implements
Orion
49
Lighting Design
8/14/2019 Raju Peddada's Biobook
53/58
49
Aeronautical vernacular, Homage to aerospace industry, managing talent, passion is encouraged and applauded, Forms research & Studies on
Boeing
PEDDADA 2005 All rights reserved worldwide
50
8/14/2019 Raju Peddada's Biobook
54/58
50
Customer design strategies model
creating new industry
within current industry
current
capabilities
new
capabilities
INTEGRATE CONCEPT
Walkman
Lexus
Books on Tape
Swatch
Disposable Camera
Starbucks
Wal-Mart
INVENT CONCEPT
Post-it Notes
Polaroid
CNN
QVC, HSC
Digital Imaging
Madonna
IMPROVE CONCEPT
Micro-Tac Phone
Gillette Sensor
Home Depot
Call-Waiting
DCC
EXTEND CONCEPT
Newmans Own
Disney
Electric Cars
Nintendo
51
8/14/2019 Raju Peddada's Biobook
55/58
51
Three Generic Strategies
STRATEGIC ADVANTAGE
Uniqueness Perceived
by the Customer
Industry wide
Particular
Segment Only
Low Cost Solution
STRATEGIC
ADVANTAGE
STRATEGIC ADVANTAGEOVERALL
COST LEADERSHIP
FOCUS
52
8/14/2019 Raju Peddada's Biobook
56/58
52
Customer
Competitor
Company Strategy
Value/Price
Value/Price
Value/Price
Cost
"Out there in some garage is an entrepreneur who is
forging a bullet with your companys name on it.
You have got one option now to shoot first.
You have got to out-innovate the innovators."
- Gary Hamel
Business writer
There is a quantum shift in business fundamentals and models,
as observed in the recent past and present. Small companies and
start-ups have suddenly become viable and potent even without
substantial resources to be on equal footing with larger corporate
entities. These fundamental changes have been precipitated by
new attitudes, business systems and infrastructure that have
effectively leveled the playing field for everybody, big and small
and particularly the start-ups.
The biggest shift in attitude observed is the growing acknowledge-
ment, acceptance and investment in design and innovation as the
centerpiece of corporate strategies and initiatives. Design processes
embody an intrinsic philosophy about moving continuously forward
even when some variables are still undefined. Design and innovation
process is like practicing a form of impromptu and instant
anthropology in discovering your customers latent unarticulated
desires or needs.
8/14/2019 Raju Peddada's Biobook
57/58
"In personal and matters of business, the most decisive,effective and far reaching decisions are made instantly,
when you rely on your gut feeling and instinct."
-Raju Peddada
8/14/2019 Raju Peddada's Biobook
58/58
Copyright 2004 Raju Peddada. All rights reserved worldwide. PEDDADA is the copyright owner of
all designs, content, graphics, images, illustrations, text, layouts, logos and other materials contained
in this book. Nothing contained in this book shall be construed as granting any rights by license or
otherwise, to any of PEDDADAs intellectual property rights, including but not limited to copyrights,
patents, trademarks, tradedress and nothing may be copied in whole or in part. No part of this
publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any
means electronic, mechanical, photocopying, recording or otherwise without the express written
consent of Raju Peddada.
j PEDDADA
Recommended