Village craft skills transform interior design
Pham Thi Kieu Phuc held a position in Air France that many envied. But after being involved in the decoration of Ha Noi Opera Hilton Hotel she put that career aside and found Module 7, an interior design company.
"I don't have any regrets, I have to take risks. That's what inspires us to achieve success." Phuc said. She leaves the impression of a quiet woman at first sight, however, like the lacquer she works with, she has many a complex and creative ideas. Her products stress on traditional materials from craft villages in Vietnam like wood, bronze, lacquer and she keeps in mind to maintain a connection with the design process as well as the local artisans who make her products.
"Ethnic craftsmanship embodies reflection, meditation and inspiration, working with artisans, I feel closer to my own truth. I have never had nostalgia, on the contrary, I have been in many western countries that even make me feel confident following my own direction." she said. Phuc loves the exquisiteness of traditional handicrafts yet she does not object the use of foreign products.
She feels that her products reflect the Vietnamese cultural identity through an international prism. Her business was started more than a decade ago and back then there were hardly any lacquer tables, chairs or cabinets available in the market. Since handmade lacquer products require significant efforts, producing small goods such as cups, plates and bowls is far easier than making furniture.
She expresses that traditional lacquer is no longer produced on a large scale due to it costing so much and due to the non existence of fake lacquer, people more than often tend buy low-quality lacquer products The furniture market in Vietnam also lacked creativity according to her when she started off with her business, since design was a new concept in the Vietnam furniture industry she had an easy time entering the market without doing any prior research.
She loves the silent, discreet nature of lacquer products. She believes they have an inner beauty from many grinding and painting stages.
She plans to build a place where she can co-operate with other designers to display the products to customers all over the world and produce environmentally friendly products.
Also to partner with a number of craft villages who experience difficulties due to malfunction and to help them advance their designs and market them online.







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