raju peddada's biobook

8/14/2019 Raju Peddada's Biobook

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You see things: and say why?

but I dream things that never were: and say why not?

George Bernard Shaw

rajuPEDDADAA Design Compedium


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Passion always obliterates

convention, conformity, compromise and mediocrity.

Raju Peddada


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This compendium presents a sketch

and summarizes Raju Peddadas business

and design process and experience.

rajuPEDDADAA Design Compedium

Inside Cover: Passion Hypothesis

1: Business Framework Diagram and personal statement

2-9: Multifunctional accessories design

10-21: Furniture design; Source of inspiration

22-23: Definition of luxury; Career summary

24-29: Table top decanters design

30-35: Flooring-Area rugs design

36-44: Communications and brand design

38 & 42: Abstract illustrations

45: Website design

46-49: Lighting design

50-52: Business and design processes

Highlights

C

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n

t

e

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s


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Greatdesignand

innovationisfueledinpartbyobservation,

observationofpeopleandcultures.In

factwecanfindinspirationby

observingourow

nbehavioralpatterns

andsurroundings.

Weareallendow

edwithcreativefacu

ltiesfordesignandin

novationthat

canflourishifyo

uproliferateaculture

tonurtureit,aculturethat

embracesrisksa

ndrewardstheriskta

kerswhiletoleratingoccasionalfailures:-)

:-)

:-)

))GoodManagement GreatCulture+ + :-) :-)GreatProducts CustomerService+ = :-)Happy/LoyalCustomers


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I have an intuitive and passionate yet pragmatic

approach to design and new business development.

My goal, is to find synergy between design and the

business development objectives, through a process

that cultivates and synthesizes energies between

design, engineering/manufacturing and logistics to

accomplish business goals.

In design, great customer centric products come to

life, as a result of harmony between opposing

strengths and forces of research, organic intuition/cre-

ativity, manufacturing solutions, internal corporate cul-

tures, customer service and business objectives.

I strongly believe that investment in design improves

enterprise performance, and good design leads to

meaningful brand experience and profitability.

Brand and

personality

Materials Systems

Physical

Distribution

Channels

Service

Strategic

AlliancesStandards

Development

Manufacturing

Functions

and Features

Legal

"Good design is... intelligence made visible"

Le Corbusier.


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Table-top multi-function reversible design

I am haunted by a passion,

to create, study, explore, and unearth lost forms

Raju Peddada

Lacuna

2

PEDDADA 2005 All rights reserved worldwide


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Leonardo

Acrobat



3

xperience and skills, Form research-Ancient/contemporary, Organic intuition, cultural experiences, Renaissance period studies, User research, Urban


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5

Lightower


omadic culture and User experiences. Ancient silver crafting techniques, Search for a supplier in Italy, Vendor screening, Non-verbal communication,



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6


Peddada designs are an esoteric alchemy

of intel lectual exoticism

Minerva


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7

Pioneer


avelength compatibility, Relentless pursuit for solutions, Passion for perfection, Metaphysical and metaphorical synergies between designer an



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Tivoli

"Passion resides

in everything luxurious"-Hadrian, 2nd Century AD


8


supplier, operational trust and efficiency. Vendor capability & compatibility study, Non-disclosure & confidentiality agreements, Manufacturing


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9

l l iances & agreements, Design concepts & exploration, Design specif ications & CAD simulations, Patent & Copyright f i l ings

Mangrove



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Seating Design

"A chair is a very difficult object.

A skyscraper is almost easier."

Ludwig Mies van der Rohe

10


Tokyo


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11

l ies in my imaginary and real

travels into modern and ancient times and places. Its the study

and observation of people and cultures that ignites my imagination.

The fascination for cultural progress holds true, whether it be Euclids

treatise on Geometry or Pan-Hellenic culture that proliferated the

Mediterranean for centuries or NASAs JPL (Jet Propulsion lab)

in California in bidding for a new destiny.

Imagination is unrestricted and unbound that Inspiration carries

forth towards endless frontiers for me. One of the great sources of

reflection and contemplation is how certain forms came to dominate

various cultures and civil izations at different times and places.

How cultural symbols and objects play an integral part in defining

the time and place. Today we are obsessed with minimalist forms

that capture the essence of "less is more" philosophy that dominates

our global culture.

I depend on a strange inexplicable personal creative process

that synthesizes all my various experiences into exotic visions.

I grew up in the east and lived half my life in the west, as a result,

my subconscious has stored eastern and western cultural symbols

icons, and forms; A sedimentation process in me that accumulated

these images over years of observation and studies of people. My

design originates from these imaginary sojourns and forms culled

from personal experiences of the past and present, filtered thru

the funnel of business objectives. In essence, the whole process

is a vast and deliberate journey to find solutions to the most

common of problems.

The source of inspiration


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Indoor Public/Outdoor Seating

12


Actium

"Outdoor seating brings out the

contortionist in most of us"

George Nelson

Stainless steel stool with

storage for patios/outdoors

and indoors


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13

Maui


Lounge chair for

outdoor/Indoor purposes.

Wood & Steel



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Apex

Airy and transparent Steel

chair for indoors/outdoors

14



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Lounge Chair with removable cushions

with storage and a hinged back that tilts

as required. Materials are wood, steel,

polyurethane and leather


Cancun



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"The discontended man

finds no easy chair"

Benjamin Franklin

Miami


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Airy & Transparent as if inflated

All Stainless Steel Sofa for

indoors/outdoors

Amalfi



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Sofa/Chair in Reclaimed wood, Metal & Polyurethane

& Leather/Cloth

Seattle


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19


Expandable Daybed /Bench with storage

Monaco PEDDADA 2005 All rights reserved worldwide


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Lounger Sofa and chair with audio facility


Capri

20


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21


Aspen

Lounge-day bed for two with slot storage



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How do you define luxury?

Etymologically, the word luxury comes from the Latin "luxus" signifying sensuality,

splendor and refinement.

Luxury encapsulates our myths, mysteries, fantasies and dreams; We are moved by our

dreams because in them we soar. Creating luxury is an intense emotional and intellectual exercise

and search for our deepest desires, fantasies and the meaning of our being, as to what makes ustick and flourish. From a purveyors point of view, luxury implies a passionate and uncompromising

investment and synthesis of time, skills/experience and materials to produce and market tangible

and intangible products that capture the buyers imagination and emotions. Luxury products cannot

be measured by price alone. In fact, luxury is never defined by price or the decadence that is

unfortunately associated with it. It is a life long pursuit of certain individuals who develop discrimi-

nating taste for the unusual, the original and love of the one-of-a-kind. Appreciation of luxury does

not equate with materialism as the latter infers a complete neglect of lifes intellectual and spiritual

goals. The true connoisseur understands that the enjoyment of quality is less a lapse of discipline

than the exercise of it. Cartiers creations have more to do with artistry than with the weight of

their stones. Luxury and beauty are values experienced when perception is not guided by a practical

need but purely by an aesthetic impulse. We cherish beauty infinitely, because it makes us feel good

about ourselves. In my opinion, emotion, intellect and passion become pivotal ingredients in creating

great products and meaningful brand experiences.


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Peddada holds over 30 national and international patents for products, graphics

and packaging design. He is a published designer as his product designs have been

editorialized in national and international consumer design and shelter magazines alongwith trade publications. Peddada is a passionate proponent of good design and

business management and has earned kudos and awards as an outstanding employee

in Fortune 500 companies. His design and marketing experience encompasses the

whole spectrum from product concept to product launch and has designed products

for the mass markets as well as the ultra luxury segments. His experience and

expertise are as follows:

rajuPEDDADAExperience and expertise

}Design Experience:

Design planning & researchDesign strategy and policyGraphic and packaging designCorporate ID design

& implementation

Home accessoriesHome furnishingsFurniture and Lighting

Personal accessoriesSpace and interiorsConsumer productsBrand design

Brand experience designMarketing communicationsAdvertising and PR materialsCollateral materials design

Trade show and exhibit design

Business:

Business plans

Project managementCash flow management

for projectsResearch and development

New business developmentNew product developmentNew market

segment development

Strategic market planningMedia planningMarketing and advertisingPublic relations

Print Management & BuyingVendor capability/

compatibility studiesCosting and pricing

Non-Disclosure &Confidentiality agreements

Manufacturing agreementsQuality management

Customer service &customer relations

Sourcing and buyingVendor/supplier search

Outsourcing managementSupply contracts

& negotiationsOverall business management


D d Pi h d i


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Decanters and Pitchers design

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And as imagination bodies forth

The forms of things unknown,

the poets pen -

Turns them to shapes,

and gives to airy nothing

A local habitation and a name

-Shakespeare

A Midsummer Nights Dream V, 1.

Mars

D t d Pit h d i


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Philadelphia

"Liberty is always dangerous, but its the safest thing we have." Harry Emerson Fordick




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Aquaring Aegean

Celebrate Originality



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Manufacturing solutions, Understanding nuances in metals, Designer and craftsmen synergy, out of the Box Concepts, Metaphysical & Metaphorical

Shortwave




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Arno

manifestation. Skills & Experiences, Historical interpretation, Homage to Renaissance genius, mental archaeology, Anthropological Studies & Researc


Homage to the heroes of imagination



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Problem solving, metals research, silver density, reverse flutes are difficult. Skills & Experiences, Homage to WWII vets, Marketing to the affluent,

Platoon


Area rug design


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Area rug design

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A rug can bring stre ngth

and cohesion to an interior.

And, occasionally, a beautiful

rug is al l that is necessary.

Its too bad we have to walkon a work of art. Or, perhaps,

this is the ultimate luxury.

Raju Peddada,

designer

Boxed

Area rug design


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ea ug des g

Creme

Search and selection of colors from nature, six month search for master color dyers and weavers, Design integrity maintained, Natural & Metal Colo


Area rug design


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Backdoor

g g

"Nature always wears

the colors of the spir it"

-Ralph Waldo Emerson

32


Area rug design


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Big Doodle

g g


Area rug design


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Bihar

34


Area rug design


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Patio


Communications & Brand Design


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Beauty lies in the intellect of the beholder

Please visit www.peddada.com for simply the rarest

and most exotic silver collection and decorative options.

Call (847) 298-3611 for catalog/orders.

www.peddada.com

Euclid: Reversible

Beauty l ies in the intel lect of the beholder

Please visit www.peddada.com for simply the rarest

and most exotic silver collection and decorative options.

Call (847) 298-3611 for catalog/orders.

www.peddada.com

Euclid: Reversible

"Vision is the pivotal ingredient in creating

a meaningful brand experience"

Raju Peddada

36

Advertisements



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Positioning for affluent markets, Media planning, designing meaningful brand experience, Pricing strategy, Website design and implementation, cos

37

From concept to manufacturing to marketing



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"All our knowledge has its origins

in our perception."

Leonardo da Vinci



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Celebrate Imagination

Tivoli - Designed by Raju Peddada

Invest in People

Minerva - Designed by Raju Peddada

Posters



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Invest in People

Invest in Originality

www.peddada.com

Direct mail



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Aegean - Designed by Raju Peddada

Celebrate Heroes of Imagination

Liberty is always dangerous, but its the

safest thing we have

H.E.F

Philadelphia - Designed by Raju Peddada

Celebrate America

41

Posters



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"You cannot depend on your eyes

when your imagination is out of focus."

Mark Twain



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Packaging & product presentation, PR and Market introduction, Strategic market planning, Advertising design and product positioning. Lateral problem

From product ideas to product launches



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Website Design


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Web strategy, Website design and implementation, Internet marketing and optimizing of resources, web traffic optimization, search engine optimizatio

Lighting Design


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"ideas are f lashes of genius

in the darkness of thought"

Thomas E. Edison

46


Chicago

47

Lighting Design


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Aeronautical vernacular, Homage to aerospace industry, managing talent, passion is encouraged and applauded, UL approvals, Wiring Solutions

Prat & Whitnee


Lighting Design

48


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Skills & Experiences, Contract Lighting Design, Hospitality lighting design, floor-Table-Ceiling Lighting Design, Architecture Lighting implements

Orion

49

Lighting Design


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Aeronautical vernacular, Homage to aerospace industry, managing talent, passion is encouraged and applauded, Forms research & Studies on

Boeing


50


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Customer design strategies model

creating new industry

within current industry

current

capabilities

new

capabilities

INTEGRATE CONCEPT

Walkman

Lexus

Books on Tape

Swatch

Disposable Camera

Starbucks

Wal-Mart

INVENT CONCEPT

Post-it Notes

Polaroid

CNN

QVC, HSC

Digital Imaging

Madonna

IMPROVE CONCEPT

Micro-Tac Phone

Gillette Sensor

Home Depot

Call-Waiting

DCC

EXTEND CONCEPT

Newmans Own

Disney

Electric Cars

Nintendo

51


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Three Generic Strategies

STRATEGIC ADVANTAGE

Uniqueness Perceived

by the Customer

Industry wide

Particular

Segment Only

Low Cost Solution

STRATEGIC

ADVANTAGE

STRATEGIC ADVANTAGEOVERALL

COST LEADERSHIP

FOCUS

52


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Customer

Competitor

Company Strategy

Value/Price

Value/Price

Value/Price

Cost

"Out there in some garage is an entrepreneur who is

forging a bullet with your companys name on it.

You have got one option now to shoot first.

You have got to out-innovate the innovators."

- Gary Hamel

Business writer

There is a quantum shift in business fundamentals and models,

as observed in the recent past and present. Small companies and

start-ups have suddenly become viable and potent even without

substantial resources to be on equal footing with larger corporate

entities. These fundamental changes have been precipitated by

new attitudes, business systems and infrastructure that have

effectively leveled the playing field for everybody, big and small

and particularly the start-ups.

The biggest shift in attitude observed is the growing acknowledge-

ment, acceptance and investment in design and innovation as the

centerpiece of corporate strategies and initiatives. Design processes

embody an intrinsic philosophy about moving continuously forward

even when some variables are still undefined. Design and innovation

process is like practicing a form of impromptu and instant

anthropology in discovering your customers latent unarticulated

desires or needs.


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"In personal and matters of business, the most decisive,effective and far reaching decisions are made instantly,

when you rely on your gut feeling and instinct."

-Raju Peddada


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Copyright 2004 Raju Peddada. All rights reserved worldwide. PEDDADA is the copyright owner of

all designs, content, graphics, images, illustrations, text, layouts, logos and other materials contained

in this book. Nothing contained in this book shall be construed as granting any rights by license or

otherwise, to any of PEDDADAs intellectual property rights, including but not limited to copyrights,

patents, trademarks, tradedress and nothing may be copied in whole or in part. No part of this

publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any

means electronic, mechanical, photocopying, recording or otherwise without the express written

consent of Raju Peddada.

j PEDDADA

raju peddada's biobook

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