In Doi, a creative product design studio based in Jordan presented during Amman Design Week their latest collection of home accessories, combining traditional Jordanian craftsmanship with cutting-edge fabrication processes. In Doi’s founders Laith Al Essi and Tahrid-Alina Al Smairat, a husband and wife team, both share a passion for design, reinterpreting local techniques in a more modern framework.
“We are designing home accessories and items that are currently lacking production in Jordan. Everyone is concentrating more on interior design and furniture, but little things that give a soul to the house are often forgotten,” Al Smairat tells designMENA.
“We are trying to utilise the craftsmanship that we have in Jordan, but make it in a more modern framework. Many of our products are digitally fabricated, but they are all assembled by hand, and each piece is done per order.”
Each product is derived from a careful study of the traditional and the functional, followed by the conception of a model that defies any preconceptions.
The handmade process distinguishes the products from the mass produced.
Each product has its own story, such as a fruit basket in a shape inspired by open hands or hooks in the form of spinning tops.
“Amman Design Week is opening new doors for us. All of us needed this chance to be exposed to the wider public but also to show to them they don’t need to go out of Jordan to get nicely designed pieces,” she says.