Levantine Heights : Re-interpreting local crafts as a branding strategy for Turquoise Mountain Showroom in Amman.
Turquoise Mountain was founded in 2006 by His Majesty King Charles III to revive historic areas and traditional crafts, to provide jobs, skills and a renewed sense of pride. They wanted to open their first showroom in Amman and requested a space that portrays the Levantine heritage yet projected through a modern lens.
A challenging and delicate project that required the understanding of traditional craft yet an experimental approach that utilizes interior and product design as a vehicle for re-branding.
Levantine crafts are characterized by a highly ornamented motifs usually found in the form of mother of pearl inlay, micro marquetry, and wood carving. Traditional materials used by artisans are dark walnut wood and brass that age with time giving a dense look and feel to interiors. The rebranding strategy kept the craft essence front and center but played with materials and scale - Dark wood and brass were substituted with cherry wood and copper. Tiny marquetry motifs were enlarged in size and applied to different crafts, transforming dense furniture into lighter objects taking Levantine earthy tones to new heights.
Levantine crafts are characterized by a highly ornamented motifs usually found in the form of mother of pearl inlay, micro marquetry, and wood carving. Traditional materials used by artisans are dark walnut wood and brass that age with time giving a dense look and feel to interiors. The rebranding strategy kept the craft essence front and center but played with materials and scale - Dark wood and brass were substituted with cherry wood and copper. Tiny marquetry motifs were enlarged in size and applied to different crafts, transforming dense furniture into lighter objects taking Levantine earthy tones to new heights.
Branding and Product Design by Andre Mcheileh (BLAZE)
Interior Design by architect Salma Qatawneh.
Interior Design by architect Salma Qatawneh.
