LOCO Design — a multi-disciplinary design house based in India is known for its meticulous detailing. Spearheaded by the desire to offer impeccable product and design, the brand’s services portfolio encompasses standard product, bespoke solutions and strategy in addition to an established manufacturing service.

What kept the brand driven was an agenda to ensure that Indian design and craftsmanship get its deserved acknowledgement, and creating viable business. Parminder Pal Singh, founder of LOCO Design, shared his experiences and what sets the brand apart from the competition. Excerpts:

Q. What was your experience at NIFT Delhi like? Has your education there contributed to where you are now?

I was lucky enough be at NIFT during what I feel was an incredibly dynamic period. The institution produced a generation of creative professional that have become a contemporary foundation for design and design language. This energy of course forms who we are as professionals, with the experience of contributing to change always being the spirit in which we engage.

Q. What sets the brand apart from the competition?

Looking back, the crafts sector had for a considerable time, been exposed and used, with the heritage of fine craftsmanship lost. Craftsmen had lost interest, with reluctance for heirs to practice the same craft that had once formed a proud identity.

With the advent of sub-standard products entering the market “cheap” soon became the expectation of the international customers. This created a context which lacked initiative and created a crafts vacuum.

Q. You have worked with the design of jewellery, furniture and home. What was the transition between the various spheres of design like?

For us, the meaning of good design, whatever the genre, is the emotion, one is able to generate from the customer or onlooker. For a designer, it could come at any point in the process of realising a great product and this underlines how we design.

Our process is a collective one involving our crafting teams, designers and technicians, what each brings to the table refines the product and its character.

Q. Why will one opt for custom-made furniture like yours rather than just walk into the nearest retail store and buy it readymade?

Our luxury furniture brand offers crafted and tailored goods. The brand’s furniture stands out with what we term, a “craft centric” vision. Pieces are rooted in tradition but have a modern feel due to subtle changes to form, or fine contemporary materials added to the finish.

Our customers have an evolved taste; they celebrate craftsmanship and are discerning enough to recognise that high-quality materials and finishes lend themselves to a distinguished product.

Q. Have you seen a shift in the demand for furniture from Indian consumers over the years? How have you adapted to such a change?

Yes, I have seen and the shift continues. Our journey began 20 years ago with the beginnings of the core company. This was a time of concern with the direction in which Indian craft and heritage expertise was taking and we like many were aware of challenges that lay ahead.

Our aim has been to bring refined Indian craftsmanship and first-world technology together to create lifestyle solutions for the contemporary consumer. We see ourselves as part of the changing nature, with an ability to adapt from a desire to evolve brand and product relevance.

Q. What plans do you have for the future?

We want to push forward our international presence with our brands —Madheke, a luxury furniture and accents brand, Taamaa which is a cosmopolitan lifestyle brand and Pintark, our architectural solutions brand where we create unique ideas across crafted surfaces, feature screens and doors.

We have already established a presence in London, New York and Monaco and are looking forward to set up relationships in the Middle East, Far East and Russia.

We want our brands to be established globally, managed by professionals who have undying passion for craft, design, quality and values that are truly indigenous. We want to ensure that our belief resonates out of each product we create and that we are recognised as international and relevant to the day — we want our products and brands to evolve as would the consumers.

Q. Is there any advice you would like to give students of design?

I believe there are three ingredients that are imperative to the realisation of any good idea — time, will and patience. This is my personal mantra and I strongly believe a lack of any of these ingredients can lead to a half-hearted approach towards a product. And of course without will in the first place, nothing happens!