PRODUCT DESIGN
Designed in CH Made in JP
with
Augustin Scott de Martinville
Designed in CH, Made in JP is a collaborative project between ECAL Master Product Design, Karimoku New Standard, and Presence Switzerland.
From 13 April to 13 October 2025, representatives from countries across the globe will gather to showcase innovation, culture, and sustainability at the World Expo in Osaka, Japan. For Switzerland’s pavilion, MA Product Design students at ECAL were tasked with designing a stackable wooden chair to be produced in Japan by Karimoku New Standard, intended to furnish the lightweight, bubble-inspired architecture by Manuel Herz.
Under the guidance of Augustin Scott de Martinville, the class developed ten chair designs, each offering a distinct perspective. Some draw inspiration from the pavilion’s scenography, while others explore cultural iconography or celebrate the symbiosis between two nations—each unique in heritage yet united by shared values of craftsmanship and innovation. Of the ten designs, one was selected to be produced for the pavilion: HUG, designed by Jacob Kouthoofd Martensson and Min Xiyao, is a circular chair that stacks inversely—a feature that not only informs its name but also visually embodies the essence of collaboration. This versatile design accommodates a range of uses, from conferences to general pavilion seating.
The final chair will be unveiled both in Osaka in the Swiss Pavilion at the World Expo 2025, and during Milan Design Week 2025, with the full project exhibited at the House of Switzerland.
