Assa Ashuach at Rabih Hage Gallery

Assa Ashuach at Rabih Hage Gallery

Designer Assa Ashuach presents a new body of work at Rabih Hage Gallery in London later this month.


Ashuach will show lights, tables and chairs at the exhibition, which overlaps both the London Design Festival and the Frieze Art Fair.


The show runs from 21 September to 18 October.






To coincide with London Design Festival and Frieze Art Fair the Rabih Hage Gallery will present a new collection of work by London based product and furniture designer Assa Ashuach, from September 21st – October 18th 2007. Described as one of the most innovative designers working in the UK today, Assa will present a collection that imbues a surreal design aesthetic, new work that continues to make use of advanced design and production technologies.

‘More than ever the pace of technological progress is increasing exponentially and the evolution we can expect within the next two years is likely to surpass the progress seen in the last ten years.’ Assa Ashuach


This new collection of design comprises the AI Light, Fly Light, Upica Chair, Upica Soft Chair, Half Dining Table and the Venturi Stool.


The AI light has an artificial intelligence brain that senses space through five different sensors. Using a biologically inspired mechanism, this structure morphs and generates new behaviours according to your personal space.

When you first invite it into your home, you have to let it get accustomed to its new environment. Once it is relaxed, the training can then begin. It has five senses that track changes in its environment and slowly it develops a set of behaviours that indicate a new character to each light. The user is also able to interact with the light by playing with it through sounds, light and movements. This smart structure may behave in unpredictable ways if moved to an unfamiliar space.


FLY.mgx is the sister light of the OMI.mgx, and the table or floor light has the capacity to be manipulated into infinite positions to alter the diffusion of light and sculptural presence. Using the laser sintering technology together with the natural properties of the Polyimide this object behaves like a type of biological mechanism and can easily be bended and tweaked to suit your personal space or mood.


The Upica chair design focuses on the tight relationship between the physical and visual structures. This object was carefully designed to create structural strength using minimum material while keeping the essential sculptural elements. The result is a thin and light structure with gentle presence, looking different from each angle.

The Upica chair questions tradition. Technology today can help to simplify design. 3d design software provided us the correct tools to restrain and simplify long and curvy lines. The Upica chair is a composition of four lines that creates one compound surface. It has a very slim surface that supports itself. If a few millimetres of the surface tight shape were changed, the chair would collapse like paper.


The Upica soft chair has a GRP bottom shell and a soft robber top. This object is the outcome of Assa Ashuach’s experiments with the notion and perception of comfort. Traditionally he believes that we have needed large, thick structures to support loads used for chairs and sofas. Assa notes that upholstery was there to apply cushioning but also to hide the large and heavy structures. Today with stress analysis software we can optimise material usage and reduce objects to their bare essentials. Assa believes that the chunky armchair can now be re-evaluated using progressive materials and technologies.


The Half Dining Table is a new addition to Assa’s 'Broken Tables' family, which consists of ‘third’, ‘Quarter’ and 'Fifth' tables. The Half Table is a single compound surface that can be added to in order to create one full table.


This new design is named after the ‘Venturi effect’ discovered by Battista Venturi (1746-1822), an Italian physicist. When fluid flows through a restricted area it speeds up, exerting less pressure. One does not need a back rest when standing and therefore this stool’s shape allows the body weight to be supported by the thighs rather than the spine. This way of sitting allows one to lose any tension from your back, without any need for a backrest.


Assa Ashuach was born in Israel, in 1969. He studied a BA in product design at the ‘Betzalel Academy of Art and Design’ in Jerusalem. Just after graduating, he opened a design studio that dealt mainly with design in cooperation with architects. One of the studio’s major projects was the design of the Football stadium VIP lounge at Bloomfield Tel Aviv.

He moved to London in 2001, where he continued to work on his studio’s projects while completing Design Products MA at the ‘Royal College of Art’. He graduated in 2003 and received the RCA Society and Thames & Hudson Art Book Award for 2003. His studio focuses today on three main tracks: product design, collaboration with architects and self-production.

He exhibited at different galleries and museums and was invited to Japan by IDEE to show at the ‘Esplanade’ Spiral Building in Tokyo. Some of his work was bought by The Contemporary Art Society for the ‘Special Collection Scheme’ in London 2004. Assa new furniture and lights ware featured at the London design museum Tank and atrium over the London design festival and Frieze art fair 2005-6. Assa received the Design Museum and Esmee Fairbairn Foundation Award and the ‘red dot’ award for product design 2006. Assa was invited to lead the new “MA Design Suit" at London Metropolitan University 2007.


Rabih Hage Ltd is an interior design company specialising in contemporary design, furniture and art. The company’s unique style is a mix of art and design pieces carefully chosen by architect and interior designer Rabih Hage. Designs by Rabih sit alongside work by designers such as Christophe Come, Johnny Swing, Gaetano Pesce and Piet Hein Eek, whilst experimental pieces by Paul Cocksedge, Karen Ryan and Moritz Waldemeyer are part of innovative exhibitions that demonstrate a unique vision and eye for contemporary design. These works are displayed in the Rabih Hage Gallery, complemented by presentations and book launches.

Materials, Technology and Sponsors

AI Light
Materials: Polyamide, Electronics, Stepper motors
Technology: Selective Laser sintering
Sponsored by EOS

Materials – Polyamide
Technology: Selective laser sintering
Produced by Materialise MGX

Materials: GRP, U-Pica core mat, gel finish
Technology: GRP casting

Materials: GRP, U-Pica core mat, gel finish, rubber
Technology: GRP and rubber casting

Materials: GRP, U-Pica core mat, gel finish
Technology: GRP casting

Materials: GRP, U-Pica core mat, gel finish
Technology: GRP casting

Sponsors: Materialise and EOS