Raju Peddada's Biobook

You see things: and say “why?
”
but I dream things that never were: and say “why not?”
—George Bernard Shaw
rajuPEDDADA
A Design Compedium
“Passion always obliterates
convention, conformity, compromise and mediocrity.”
—Raju Peddada
This compendium presents a sketch
and summarizes Raju Peddada’s business
and design process and experience.
Inside Cover: Passion Hypothesis
1: Business Framework Diagram and personal statement

o
2-9: Multifunctional accessories design
10-21: Furniture design; Source of inspiration

n
22-23: Definition of luxury; Career summary

t
24-29: Table top decanters design
30-35: Flooring-Area rugs design

e
36-44: Communications and brand design

n
38 & 42: Abstract illustrations
45: Website design

t
46-49: Lighting design

s
50-52: Business and design processes
Highlights
rajuPEDDADA
A Design Compedium
) Happy/Loyal
Customers
:-)
= Customer
:-)
Service
+
:-)
Products
Great
Great design and innovation is fueled in part by observation,

observation of people and cultures. In fact we can find inspiration by
observing our own behavioral patterns and surroundings.
We are all endowed with creative faculties for design and innovation that
can flourish if you proliferate a culture to nurture it, a culture that
:-)
embraces risks and rewards the risk takers while tolerating occasional failures
+
:-)
Culture
Great
+
Management
:-)
) Good
Brand and
personality
Functions
Physical
and Features
Distribution
Manufacturing
Channels
Materials "Good design is... Systems intelligence made visible"

–Le Corbusier.
Development Service
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
Strategic
Standards
Alliances that cultivates and synthesizes energies between
design, engineering/manufacturing and logistics to
Legal
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.
Tab l e - t o p m u l t i - f u n c t i o n r e v e rs i b l e d e s i g n
Lacuna
“I am haunted by a passion,
to create, study, explore, and unearth lost forms”
—Raju Peddada
© PEDDADA 2005 All rights reserved worldwide
Experience and skills, Form research-Ancient/contemporary, Organic intuition, cultural experiences, Renaissance period studies, User research, Urban
Leonardo
Acrobat

Beauty lies in the intellect of the beholder

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

Pe d d a d a d e s i g n s a r e a n e s o t e r i c a l c h e m y
of intellectual exoticism
Minerva

Wavelength compatibility, Relentless pursuit for solutions, Passion for perfection, Metaphysical and metaphorical synergies between designer and
Pioneer

Table-top multi-function reversible design
supplier, operational trust and efficiency. Vendor capability & compatibility study, Non-disclosure & confidentiality agreements, Manufacturing
Tivoli
" Pa s s i o n r e s i d e s
in everything luxurious"
© PEDDADA 2005 All rights reserved worldwide -Hadrian, 2nd Century AD
a l l i a n c e s & a g r e e m e n t s , D e s i g n c o n c e p t s & e x p l o r a t i o n , D e s i g n s p e c i f i c a t i o n s & C A D s i m u l a t i o n s , Pa t e n t & C o p y r i g h t f i l i n g s
Mangrove

Seating Design
10
Tokyo
"A chair is a very difficult object.

A s ky s c rap e r i s a l m o s t e a s i e r. "
– L u d w i g M i e s va n d e r R o h e
11
The source of inspiration l i e s i n my i m a g i n a r y a n d re a l

t rave l s i n t o m o d e r n a n d a n c i e n t t i m e s a n d p l a c e s . I t s t h e s t u dy
a n d o b s e r vat i o n o f p e o p l e a n d c u l t u re s t h at i g n i t e s my i m a g i n at i o n .
The fascination for cultural progress holds true, whether it be Euclid’s
t re at i s e o n G e o m e t r y o r Pa n - H e l l e n i c c u l t u re t h at p ro l i fe rat e d t h e
M e d i t e r ra n e a n fo r c e n t u r i e s o r N A S A’s J P L ( Je t P ro p u l s i o n l a b )
i n C a l i fo r n i a i n b i d d i n g fo r a n ew d e s t i ny.
I m a g i n at i o n i s u n re s t r i c t e d a n d u n b o u n d t h at I n s p i rat i o n c a r r i e s
fo r t h t owa rd s e n d l e s s f ro n t i e rs fo r m e . O n e o f t h e g re at s o u rc e s o f
re f l e c t i o n a n d c o n t e m p l at i o n i s h ow c e r t a i n fo r m s c a m e t o d o m i n at e
va r i o u s c u l t u re s a n d c i v i l i z at i o n s at d i ffe re n t t i m e s a n d p l a c e s .
H ow c u l t u ra l s y m b o l s a n d o b j e c t s p l ay a n i n t e g ra l p a r t i n d e fi n i n g
t h e t i m e a n d p l a c e . To d ay we a re o b s e s s e d w i t h m i n i m a l i s t fo r m s
that capture the essence of "less is more" philosophy that dominates
o u r g l o b a l c u l t u re .
I d e p e n d o n a s t ra n g e i n ex p l i c a b l e p e rs o n a l c re at i ve p ro c e s s
t h at s y n t h e s i z e s a l l my va r i o u s ex p e r i e n c e s i n t o ex o t i c v i s i o n s .
I g rew u p i n t h e e a s t a n d l i ve d h a l f my l i fe i n t h e we s t , a s a re s u l t ,
my s u b c o n s c i o u s h a s s t o re d e a s t e r n a n d we s t e r n c u l t u ra l s y m b o l s
i c o n s , a n d fo r m s ; A s e d i m e n t at i o n p ro c e s s i n m e t h at a c c u m u l at e d
t h e s e i m a g e s ove r ye a rs o f o b s e r vat i o n a n d s t u d i e s o f p e o p l e . M y
d e s i g n o r i g i n at e s f ro m t h e s e i m a g i n a r y s o j o u r n s a n d fo r m s c u l l e d
f ro m p e rs o n a l ex p e r i e n c e s o f t h e p a s t a n d p re s e n t , fi l t e re d t h r u
t h e f u n n e l o f b u s i n e s s o b j e c t i ve s . I n e s s e n c e , t h e w h o l e p ro c e s s
i s a va s t a n d d e l i b e rat e j o u r n ey t o fi n d s o l u t i o n s t o t h e m o s t
c o m m o n o f p ro b l e m s .
Indoor Public/Outdoor Seating
12
Stainless steel stool with

storage for patios/outdoors
and indoors
Actium
"Outdoor seating brings out the

contortionist in most of us"
–George Nelson
13
Maui
Lounge chair for

outdoor/Indoor purposes.
Wood & Steel

14
Apex
Airy and transparent Steel

chair for indoors/outdoors

15
Lounge Chair with removable cushions

with storage and a hinged back that tilts
as required. Materials are wood, steel,
polyurethane and leather
Cancun

16
"The discontended man

finds no easy chair"
– B e n j a m i n Fra n k l i n
Miami

17
Airy & Transparent as if inflated

All Stainless Steel Sofa for
indoors/outdoors
Amalfi
18
Sofa/Chair in Reclaimed wood, Metal & Polyurethane

& Leather/Cloth
Seattle

19
Expandable Daybed /Bench with storage

Monaco
20
Lounger Sofa and chair with audio facility
Capri

21
Lounge-day bed for two with slot storage
© PEDDADA 2005 All rights reserved worldwide Aspen

22
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 us
tick and flourish. From a purveyor’s 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 buyer’s 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 life’s intellectual and spiritual
goals. The true connoisseur understands that the enjoyment of quality is less a lapse of discipline
than the exercise of it. Cartier’s 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.

23
Design Experience:
Design planning & research
Design strategy and policy
Graphic and packaging design
Corporate ID design
& implementation
Home accessories
Home furnishings
Furniture and Lighting
Personal accessories
}
Space and interiors
Consumer products
rajuPEDDADA Experience and expertise

Brand design
Brand experience design
Marketing communications
Advertising and PR materials
Collateral materials design
Trade show and exhibit design
Peddada holds over 30 national and international patents for products, graphics Business:
and packaging design. He is a published designer as his product designs have been Business plans
Project management
editorialized in national and international consumer design and shelter magazines along
Cash flow management
with trade publications. Peddada is a passionate proponent of good design and for projects
business management and has earned kudos and awards as an outstanding employee Research and development
in Fortune 500 companies. His design and marketing experience encompasses the New business development
New product development
whole spectrum from product concept to product launch and has designed products
New market
for the mass markets as well as the ultra luxury segments. His experience and segment development
expertise are as follows: Strategic market planning
Media planning
Marketing and advertising
Public relations
Print Management & Buying
Vendor capability/
compatibility studies
Costing and pricing
Non-Disclosure &
Confidentiality agreements
Manufacturing agreements
Quality management
Customer service &
customer relations
Sourcing and buying
Vendor/supplier search
Outsourcing management
Supply contracts
& negotiations
Overall business management

D e c a n t e rs a n d P i t c h e rs d e s i g n
24
Mars
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.

25
Philadelphia
"Liberty is always dangerous, but it’s the safest thing we have." – Harry Emerson Fordick

26
Celebrate Originality
Aquaring Aegean

27
Manufacturing solutions, Understanding nuances in metals, Designer and craftsmen synergy, out of the Box Concepts, Metaphysical & Metaphorical
Shortwave
28
Homage to the heroes of imagination
manifestation. Skills & Experiences, Historical interpretation, Homage to Renaissance genius, mental archaeology, Anthropological Studies & Research
Arno

29
Problem solving, metals research, silver density, reverse flutes are difficult. Skills & Experiences, Homage to WWII vets, Marketing to the affluent,
Platoon

Area rug design
30
“A r u g c a n b r i n g s t r e n g t h
a n d c o h e s i o n t o a n i n t e r i o r.
A n d , o c c a s i o n a l l y, a b e a u t i f u l
r u g i s a l l t h a t i s n e c e s s a r y.
I t ’s t o o b a d w e h a v e t o wa l k
o n a w o r k o f a r t . O r, p e r h ap s ,
t h i s i s t h e u l t i m a t e l u x u r y.”
— R a j u Pe d d a d a ,
designer
Boxed

Area rug design
31
Search and selection of colors from nature, six month search for master color dyers and weavers, Design integrity maintained, Natural & Metal Color
Creme

Area rug design
<#> 32
" N a t u r e a l way s w e a rs
t h e c o l o rs o f t h e s p i r i t "
- R a l p h Wa l d o E m e rs o n
Backdoor

Area rug design
33
Big Doodle

Area rug design
<#> 34
Bihar

Area rug design
35
Patio

C o m m u n i c a t i o n s & B ra n d D e s i g n
36
Advertisements
Euclid: Reversible
Euclid: Reversible
Please visit www.peddada.com for simply the rarest Please visit www.peddada.com for simply the rarest
and most exotic silver collection and decorative options. and most exotic silver collection and decorative options.
Call (847) 298-3611 for catalog/orders. Call (847) 298-3611 for catalog/orders.
www.peddada.com www.peddada.com
" Vi s i o n i s t h e p i vo t a l i n g r e d i e n t i n c r e a t i n g
a m e a n i n g f u l b ra n d e x p e r i e n c e "
–Raju Peddada
37
Positioning for affluent markets, Media planning, designing meaningful brand experience, Pricing strategy, Website design and implementation, cost
Fro m c o n c e p t t o m a n u f a c t u r i n g t o m a r ke t i n g
38
" A l l o u r k n ow l e d g e h a s i t s o r i g i n s
i n o u r p e rc e p t i o n . "
– L e o n a rd o d a Vi n c i
39
Posters
Invest in People
Celebrate Imagination
Minerva - Designed by Raju Peddada
Tivoli - Designed by Raju Peddada

40
Direct mail
Invest in Originality
Invest in People
www.peddada.com
<#>
41
Posters
Celebrate America
Celebrate Heroes of Imagination
“Liberty is always dangerous, but it’s the

safest thing we have”
—
H.E.F
Philadelphia - Designed by Raju Peddada

Aegean - Designed by Raju Peddada
42
" Yo u c a n n o t d e p e n d o n yo u r eye s
w h e n yo u r i m a g i n at i o n i s o u t o f fo c u s . "
– M a rk Twa i n
43
Fro m p ro d u c t i d e a s t o p ro d u c t l a u n c h e s
Packaging & product presentation, PR and Market introduction, Strategic market planning, Advertising design and product positioning. Lateral problem
44

We b s i t e D e s i g n
45
Web strategy, Website design and implementation, Internet marketing and optimizing of resources, web traffic optimization, search engine optimization
Lighting Design
46
"ideas are flashes of genius

in the darkness of thought"
–Thomas E. Edison
Chicago
Lighting Design
47
Aeronautical vernacular, Homage to aerospace industry, managing talent, passion is encouraged and applauded, UL approvals, Wiring Solutions
Prat & Whitnee

Lighting Design
48
Skills & Experiences, Contract Lighting Design, Hospitality lighting design, floor-Table-Ceiling Lighting Design, Architecture Lighting implements
Orion
Lighting Design
49
Aeronautical vernacular, Homage to aerospace industry, managing talent, passion is encouraged and applauded, Forms research & Studies on
Boeing

50
Customer design strategies model
creating new industry
INTEGRATE CONCEPT INVENT CONCEPT

Walkman Post-it Notes
Lexus Polaroid
Books on Tape CNN
Swatch QVC, HSC
Disposable Camera Digital Imaging
Starbucks Madonna
Wal-Mart
current new
capabilities capabilities
IMPROVE CONCEPT EXTEND CONCEPT

Micro-Tac Phone Newman’s Own
Gillette Sensor Disney
Home Depot Electric Cars
Call-Waiting Nintendo
DCC
within current industry

51
Three Generic Strategies
STRATEGIC ADVANTAGE
Uniqueness Perceived
by the Customer Low Cost Solution
STRATEGIC ADVANTAGE
OVERALL
Industry wide STRATEGIC ADVANTAGE
COST LEADERSHIP
Particular
FOCUS
Segment Only
52
Customer
Value/Price
"Out there in some garage is an entrepreneur who is

Company Strategy
forging a bullet with your company’s name on it.
You have got one option now – to shoot first.
You have got to out-innovate the innovators."
Value/Price
- Gary Hamel
Business writer
Value/Price
Cost Competitor
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 customer’s latent unarticulated
desires or needs.
"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
© 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 PEDDADA’s 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.
rajuPEDDADA
A Design Compedium

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You see things: and say “why?

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

Great design and innovation is fueled in part by observation,

Materials "Good design is... Systems intelligence made visible"

In design, great customer centric products come to

© PEDDADA 2005 All rights reserved worldwide

Beauty lies in the intellect of the beholder

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

a l l i a n c e s & a g r e e m e n t s , D e s i g n c o n c e p t s & e x p l o r a t i o n , D e s i g n s p e c i f i c a t i o n s & C A D s i m u l a t i o n s , Pa t e n t & C o p y r i g h t f i l i n g s

© PEDDADA 2005 All rights reserved worldwide

"A chair is a very difficult object.

The source of inspiration l i e s i n my i m a g i n a r y a n d re a l

Stainless steel stool with

"Outdoor seating brings out the

Lounge chair for

© PEDDADA 2005 All rights reserved worldwide

Airy and transparent Steel

© PEDDADA 2005 All rights reserved worldwide

Lounge Chair with removable cushions

© PEDDADA 2005 All rights reserved worldwide

"The discontended man

© PEDDADA 2005 All rights reserved worldwide

Airy & Transparent as if inflated

Sofa/Chair in Reclaimed wood, Metal & Polyurethane

© PEDDADA 2005 All rights reserved worldwide

Expandable Daybed /Bench with storage

© PEDDADA 2005 All rights reserved worldwide

Lounger Sofa and chair with audio facility

© PEDDADA 2005 All rights reserved worldwide

Lounge-day bed for two with slot storage

© PEDDADA 2005 All rights reserved worldwide Aspen

How do you define luxury?

© PEDDADA 2005 All rights reserved worldwide

rajuPEDDADA Experience and expertise

© PEDDADA 2005 All rights reserved worldwide

And as imagination bodies forth

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

Homage to the heroes of imagination

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

© PEDDADA 2005 All rights reserved worldwide

Beauty lies in the intellect of the beholder

Raju Peddada's Biobook

Raju Peddada's Biobook