It seems that metal is always on Jude Tiotuico’s mind. As creative head and CEO of Industria Edition, a company based in Bacolor, Pampanga, he focuses on metal furniture and décor, all with a raw and organic, yet decidedly modern feel. But in the beginning, his company manufactured for others—it took some brave experimentation for him to strike it out (pun intended) on his own.
A spark of creativity
“We were doing designs for other companies in the 1990s. I tried my hand at designing my own stuff, and we were able to get some buyers,” Tiotuico recalls. “In the early 2000s and around 2013, the branding effort started, and that’s how Industria began as well. With the help of [designers] Kenneth Cobonpue and Budji Layug, we joined the international shows to feature our metal designs.”
Soon after, Industria gained ground, exhibiting at Manila FAME and at Salone del Mobile, winning Katha Awards for furniture, booth, and product designs. And in 2018, Tiotuico opened Industria’s Metro Manila showroom in Greenbelt, Makati.
Championing Filipino design
One of the ways that Tiotuico pushes metal as a material is to collaborate with various Filipino designers, who make their own iterations of it in their pieces. Layug, interior and furniture designer Eric Paras, industrial designer Lilliana Manahan, and artist Leeroy New all have various interpretations of these pieces for Industria.
Organic-modern, and other influences
Metal is often considered cold and stiff, but Industria strives to add a warm, organic touch to it via design. “We try to extract new designs from organic shapes and forms, so we play around with that. And then we still have the inspiration of mid-century, a bit of Art Deco, and of course, nature. It’s always a mix of all those three,” Tiotuico explains.
“For this collection, we wanted to show a new Industria, so we’ve added a bit of color, veering a way a bit from the bronze-y, although we still have some bronze and brass finishes,” he continues. “We’re going into more pewter and colors and we wanted to explore the other shapes and forms wherein Industria is known for.”