Joud Malhas Is The Winner Of The Italian Way Product Design Award 2018 ⇒ To celebrate the timeless essence of Italian design with budding and established designers of the United Arab Emirates, Peroni Nastro Azzuro Peroni organized the second edition of The Italian Way Product Design Award. The contest attracted the region’s most creative minds to reveal how they can blend their artistic values with Italian culture. The entrants to the competition were tasked to submit an object of any scale, particularly inspired by traditional crafts and Italian style, to be suitable for outdoors. The 2018 winner was Joud Malhas with The Italian Majlis project.

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Peroni Nastro Azzuro marked the event with the collaboration with SUPERFUTUREDESIGN* and Alias. The contest received an impressive number of submissions from all over the region. From modular concepts to everyday tools, the participants displayed creative pieces reflecting ‘The Italian Way’ style with a mix of conviviality and legendary hospitality.

The best five designs were judged by the international panel of renowned design experts including Roberto Palomba; from Palomba Serafini Associati, Andrea Sanguineti of Alias, Giulia Fiumi; from Peroni Nastro Azzurro, Andrea Sensoli; from SUPERFUTUREDESIGN*, Matteo Bernocchi; from H&H Investment Group, Alessandra Misuri; Professor Interior Design at the University of Abu Dhabi, Fadi Sarieddine; from Fadi Sarieddine Studio, and Maja Kozel; from Maja Kozel Design.

The Italian Majlis is reinterpreting modern gathering and the spirit of conviviality but overall a celebration of ethnic design by contemporizing it through the deconstruction of its patterns into functional elements. The judges stated that The Italian Majlis design exquisitely aligns with the innovative concept of ‘The Italian Way’. Joud will be approached by Alias; one of the most consolidated names of Italian design, to realize a prototype of her design. In addition to that, she will receive a year worth of Peroni’s.

Because of her passion for Art, Joud Malhas has a multifaceted career in design; whether it’s architecture, spatial or furniture design – she’s done it all. For her, Italian design shows amazing craftsmanship, functionality, and an effortless style. She wanted to converge this with the relaxed and casual theme of Arabic gatherings. Thus, she created her hybrid piece, “the Italian Majlis”.

“It’s an amazing self-actualization moment. I am so happy to know that the judges believed in my design and saw the innovation in it, and I can’t wait to see it come to life” – Joud

The shortlisted candidates for this year included Elizabeth Valkovics, Ammar Kalo, Joud Malhas, Ruchi Joshi, and design collective Caravan, which comprises Ivan Parati, Emanuela Corti, and Filippo Corrado. An honourable mention goes to Elizabeth Valkovics and her “Shams Lounger”. The judges agreed unanimously that the Shams Lounger has the most beautiful aesthetics.

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