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People are surrounded by their objects - whether they are useful, decorative, beautiful, ugly, common or rare. We can't help but leave clues everywhere as to our identity. Clues about our culture, national identity, political ideology & religious affiliations. Our objects reflect who we really are and who we want to be. They become complex bundles of social and cultural meaning grafted onto something that can be seen, touched & owned.

I have always been intrigued by this relationship between Objects & Subjects and their stories and how we really are somehow branding ourselves through these objects in our houses. Branding our homes and projecting memories and experiences on our belongings despite them being mass produced.

During Dubai Design Week 2016 I had the honour of presenting my talk 'OBJECTS/SUBJECTS BRANDED' at IKEA's 25 years in the UAE celebration which directly linked into IKEA's global trends and life at home. Where ‘At home’ isn’t just a place, it’s a feeling. Like being in the most comfortable space in the universe. Understanding people’s life at home is the most natural place to start, pairing people’s needs with the abilities to create new solutions that hope to make everyday life a little better.

You can watch the entire talk video on the link below:



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