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Thursday, September 09, 2010
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Interior design and the world of Jawhara Nafa
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Interior design and the world of Jawhara Nafa |
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The moment I set foot in Nafa’s interior design studio. I realized that this is where the simple and the intricate blend, where space and furniture are no longer synonymous for clutter. A mind blowing space that holds a galore of unique pieces that will only see the light, when you set an appointment and visit our interior design consultant at her home studio (see contact information end of article). A comfortable space, where you can go through products, Ranging from a simple cup of coffee coming all the way from Bali, fabrics, attires, furniture, to a huge Timber based painting describing the history of Indonesia (mind you, not or sale)
The Far East and its mystery, spiritual healing, and merged cultures are what fascinate nafa. The world of hand made art and genuine talents that do not go unnoticed, is what captivate this talented free spirited interior design consultant. Taking a look around, I have seen and touched a large wooden plaque that delineates the history of colonialism in Indonesia (Dutch / Islamic icons) and for the first time, I knew how it feels to touch real art. A humongous weaving table rests in the middle of her foyer, I would not have known it was a weaving table, brought all the way from Indonesia, unless she had told me so. She mixes and matches everything. She mixes the oriental with the occidental. The modern and the ancient and make them all look right in place. She moves around her studio like an artist trying to paint a picture perfect image. Nicks -and -knacks, grand wooden teak tables, and intricately designed opium sofa bed, you name it she matches it. Nature and raw martial(material ?), speaks volumes for her.
Her artistic talents run deep in the family she is The daughter of Ehab nafa, the veteran Egyptian actor. Along with her talent and artistic bent of mind, she studied, traveled and explored. With a major in hospitality management, University of ryde, Australia. And the divine spirit of a creative mind, she traveled the world, from the Mediterranean sea to the yellow sea of china. From India to bali. Learning and exploring cultures. Using her knowledge and education, as she sees fit. Interracial and intercultural blends are what she is all about. The Australian Egyptian designer is a sheer embodiment of east meets west in glamour, simplicity and art
we started our conversation , with a question about her university degree and her passion for interior design
Kamel ; In your opinion , what does it take to become a successful interior designer, is it a collage degree, talent and passion or the entire mix?
Nafa ; All, but the most important thing , is an eye for beauty and business savvy. Exploring various cultures and meeting people is very inspiring.. Understanding markets comes in handy. For example, I import teak wood based furniture, and sell it in Egypt; because it’s rugged nature goes well with the hot and arid Egyptian environment.
Kamel; so it is mixture of talent, cultural diversity and business know how. Hospitality management, that is interesting. Tell us how does that fit with what you are currently doing?
Nafa; that is really interesting, I agree. Hospitality management, versed me in technical aspects of interior design, understanding consumer behavior was thrown in for good measure.
Kamel; how is that?
Nafa: for e.g., when we start off a project, let us say a fast food chain, we keep in mind, 2 things, what our client wants and what their clients want. Usually, fast-food outlets, thrive on a get up-and -go culture, no time to sit and be comfy. They just want to go mass. On the other hand, high end lounges’ or fine dining restaurant owners, demand comfy chairs, elegant design etc etc.. In terms of technical aspects, we select for example, tables’ and chairs’ sizes, material to be used etc.. So my degree, helped.
Kamel ; so in the end, I do not have to be an architect to become an interior designer , but I should have hands on experience and an eye for beauty . Studying the market is of value too. So a marketer with a good business sense and talent would fit in?
Nafa; For sure. When it comes to starting a business, everything counts. Passion, talent, acumen business sense, and exploration of worlds outside our comfort zones.
Kamel; when and how did you start your business in Egypt? why here?
Nafa ; I started off around 1995 , I was contracted to work on el – gouna project . Orascom constructions, called in a lot of interior designers and I was lucky to be among them. We created kafr el gouna , el arena and many other places . That was an amazing experience; it opened doors for more business to come in. later in 1998 I started off importing from the far east, in traveling,I found richness and art. Came back, and 1999 I organized an event at le pasha, with 2,40ft containers of furniture and accessories from Indonesia, I showed Egyptian cliental a new style of indoor and outdoor living , This was a huge success. I started building a reputation for exotic style furniture, comfortable living and glamour. Few years later in 2006 till 2008 I joined forces with karim Francis, shared his gallery space, it was a new concept gallery that showcased art and furniture side by side. It displayed furniture I brought from Asia, and India and paintings curated by Francis.
Kamel: you are no longer part of Karim Francis gallery. Tell us about that?
Nafa; I moved out of the gallery because, I needed more space to showcase, and I felt that the gallery is really confining and would not show certain pieces that call for more out door presence and space. I believe in putting pieces together so that they mesh. It is like painting a picture in my client’s mind. When they come to my ‘lived in’ studio, they can get a feel of how their own homes would look like. It is like seeing your home in a catalogue. How would this table fit in a hallway, over looking a veranda that has teak based flowerpots with a park bench on the side. It is like delivering an experience that is yet to be seen and lived. You do not see on a computer, you live it , enjoy it and then wish to have it.
Kamel; why did you choose working in Egypt?
Nafa; Egypt is a melting pot. Rich, with history and cultural diversity. Asia is too; I thought brining Asia to Egypt, would click with Egyptians’ ingrained interracial nature. Nature and raw material are my passion; I use it, and create a modern –meets- ancient style of interior deco yet comfy and practical. This is what I like. And it is pretty in vogue. So why not!
Kamel; beauty meets practicality, everyone’s dream. True, this weaving table looks like it jumped out of a high-end top designer book.
Kamel ; that brings us to another question, you have technical know how , business sense and top it off you have great artistic talent . Have you ever thought of opening an interior design office based in Cairo?
Nafa; I thought about being an interior designer. And yes the thought of having an office in Cairo crossed my mind . the idea is still incubated .
Kamel; that is new, what does an interior design consultant do? I mean I am sure it means, a lot of hands on experience. But please explain more.
Nafa ; true, a consultant is someone that you need all the time if you do not know what to do with a task at hand. we have know how. We interior design consultants plan; direct the remodeling of interior space or creating it. What I do, is decide on color schemes, buy materials used and furniture. Sometimes, I go and contract workers from Asia to do that. They would be creating a piece of furniture out of a slab of teak wood and carve and engrave designs. Then suggest and show it to my client. Aesthetic beauty and functionality is what interior design consultants have in mind for their clients. The result is always, that of innovation, comfort polished up with glamour. Since my travel schedule is so loaded ,In the past years I have not been an ‘onsite’ interior designer ‘ per say….I work differently with my clients. Initially I see the site and we discuss the basic theme of the project –design wise that is …I have their plans with me wherever I go , and I select and manufacture whatever we decide mutually (by email) will suit the project …so it becomes more like ‘design consulting’…but the product is not local…my clients normally have someone else local to look after the onsite part …when I am in town and have the time to work on a site then I have a hand in choosing locally made goods too…
Kamel ;. tell me how do you choose labor. I mean manual labor choices are based on which criteria and why not from Egypt?
Nafa; of course if I were to create a tailored piece, I have to choose a proper task force. Both for furniture or otherwise (hand made scarf’s, curtains etc) criteria vary from one customer to the other. For example, I am currently working with women’s co-operatives in India; we created new designs for dress wear and other pieces of art. I am beginning to assign Cairo based manual labor for a project soon.
Kamel; wait a second, you are also tinkering with fashion design? That is interesting. Tell me about that?
Nafa; a while back, I was in India and got involved in a local womens’ cooperative producing a small line of resort wear which ended up being covered in Time magazine … Originally the designs produced by the co-op were very primitive and not really up to the tastes of foreign cliental. I added some modernity to their work and we came up with amazing designs that range from funky resortwear both for lounging by the beach or for a cool night outing, hippie style casual wear, sleeping gowns and shirts. they look fabulous.
Kamel; I want to buy those not the workers, the shirts. In the end, what is it that you want to say to our readers who aspire to become interior / fashion designers?
Nafa; I just want them to find what it is that they love and do it. it does not matter what school you have been to . Nor a university degree. What matters, is hands on experience that refines talent. A spirit and a mind for creating beauty out of something that might look mangy, exotic or old.
Kamel; A degree would not hurt, though. It will cut a long technical story short !
Nafa; for sure, BUT in the end it is creating beauty, functionality and comfort.
Kamel; Ms. Nafa, it was a great and an inspiring conversation, that I am sure will set a lot of our readers, candidates and collage graduates on a track that will bring them both joy, cash and a lucid career objective.
Thank you.
For more information; tel. 374-81109. Or contact nafa through email
jawharanafa@gmail.com
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