Sela Awi, Indonesia are well known as bamboo birdcage village. Majority of people in the village are hereditary craftsmen, for many decades birdcage are their main income. Thousands of birdcage demands fulfilled by around 150 craftsmen. But since mid 2000’s, uncertain economic situation in Indonesia affecting demand and income and lead to big urbanization that force them to leave the village and went to big cities to become labor, with minimum paycheck.
Using Emphatic Design Method, we deconstructed the techniques use for birdcage to found techniques that can be developed without forcing craftsmen to mastering new techniques. The techniques that we found are coiling and lattice, from those techniques we start developing various products such as furniture, lamp shade, tableware, and even fashion products.
Since 2014 we gradually help the craftsmen improving their workshops and prosperity through Amygdala brand, where the name are taken from brain part that control balance and emphaty. There’s a hidden prays selecting that name, where we want for our product can show our big goals regarding fair trade for the craftsmen and life balance by picking bamboo as our main material which one of the future material that represent sustainability and green living.
Wide range of products are made so it can penetrate actively to anybody, anywhere, and anytime. Cause we want bamboo become parts of your everyday life.