
Furniture Designers Newsha Dastaviz And Dana Al Matrook Introduce A Minimalist Chic
The Line Concept, a design studio founded by Dana Al Matrook and Newsha Dastaviz, is redefining furniture design with its focus on personal touches, meticulous customization, and minimalist chic. The duo believes that every piece of furniture should tell a story, and they strive to create items that blend class, comfort, and mood. Their designs, often tailor-made and minimalist, couple elegance with flair, emphasizing the beauty of simplicity through the combination of various materials.
Dana Al Matrook, with her half-Bahraini and half-Emirati background, developed an early passion for furniture, attending fairs and immersing herself in interior design books. She had long envisioned a career as a furniture designer. Her meeting with Newsha Dastaviz, who grew up in Sweden to Iranian parents, through their children's school, revealed a shared interest in custom-made furniture. This mutual passion quickly evolved into a collaborative venture, starting with small requests from friends to customize pieces like dining tables, eventually leading to the establishment of The Line Concept.
Newsha and Dana's design philosophy centers on using minimal materials such as solid woods, marble, and metal to create distinctive furniture pieces. They believe that the strategic mixing of these materials enhances the aesthetic appeal and uniqueness of each item. Their handcrafted creations underscore the principle that "less is more," challenging the common perception that intricate and highly detailed designs are the only way to evoke strong feelings. Instead, they demonstrate that simple forms, when combined with varied materials, can achieve significant visual and emotional impact, especially in a region where elaborate carvings are traditional.
In 2018, The Line Concept launched its first solo collection, "Continuum," which featured their best-selling 'Kaiser Sideboard' alongside other pieces incorporating marbles, steel, and hand-carved wooden slats. The creation process for this collection involved extensive brainstorming, with sketches and ideas spread across their workspace. The collection also includes sophisticated pieces like the 'Infinity Table,' meticulously designed to create illusions and varying perceptions depending on the viewing angle.
A core tenet of The Line Concept is the inclusion of a personal touch in all their furniture. Dana highlights that clients seek furniture that reflects their identity rather than just mass-produced items. This personalized approach resonates deeply with customers who desire unique pieces. The duo takes pride in their Dubai-based production facilities, emphasizing their identity as a home-grown brand. They have developed over 700 designs for clients across the region, meticulously customizing every detail to ensure each piece is both identifiable and personally relatable. Their collaborative dynamic, characterized by a good mix of tastes and working styles, contributes to their success. Looking ahead, Newsha and Dana continuously explore new designs, material combinations, and elements, contemplating whether to expand on their existing unique collections or introduce entirely new concepts. The Line Concept stands as a design studio that transcends mere aesthetics, offering a refreshingly personal and artistic approach to furniture creation.
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