ABOUT THE COMPANY Born in London, 2002 Status: Limited Company Resides in Battersea, London Small, caring family Loves people Likes “tucking in” Hates “churning out’ projects en masse Never takes things for granted Allergic to anything corporate I WHAT EXACTLY…

ABOUT AFRODITI Born London, 1974, raised near Mount Olympus, Greece. As a child, she dreams of building shipping yards. Age 17, returns to London. Education at top design institutions, such as the Central St Martins College of Art and the Royal College of Art, under Ron Arad. Works at the world’s largest consultancies. First ever female designer to be employed by super-duo SeymourPowell. Age 23, redesigns the bra for Channel 4 documentary and sells 2 million. In 2002, founds Afroditikrassa Ltd. Her work is immediately picked up by leading brands Cassina, DKNY and design afficionados, such as Mourad Mazouz (Momo) of sketch. In 2004, she meets Julian Metcalfe, who invites her to conceive his new “baby” brand. Two months later, she comes back with itsu, currently operating 19 stores in two continents. Appointed Creative Director in 2005. She goes on to design restaurants, offices and retail establishments around the world, and collaborates with prestigious manufacturers such as Ligne Roset, Innermost, E&Y, Pret A Manger , WMF, British American Tobacco and Phillip Morris. Constantly restless, Afroditi is working on the world's first solar energy generating outdoor furniture range. Her work has been televised by the BBC, Channel 4, CNN and NTV. She has won numerous awards including the Edward Marshall Trust Award, the Guardian Best in Lighting and the 2007 Elle Deco Design Award. From political campaigns to car interiors, her work is always characterised by intellectual rigour, formal directness and an obsession with making the mundane… less mundane. I WHAT EXACTLY…

I PORT FOLIO INDEX 1. Product, Furniture, Lighting 2. Packaging 3. Interior and Retail

Design interprets our dreams HOW EXACTLY… LIGHTING

1 World View P C sketch + the lightest light in the market +

1 World View P C sketch + 91 LEDs, helium gas and 2 years of development +

1 Bad Hair Day P C The Divine Collection + a hairy material… +

1 Bad Hair Day P C The Divine Collection + with a static shock by Mr Van de Graff +

1 Bad Hair Day P C The Divine Collection + …the hand of God +

1 Bright Lights, Big City P C Topshop + the familiar glow of neon signage +

1 Bright Lights, Big City P C Topshop + …hidden inside a homely lampshade +

1 Eduardo's P C The Divine Collection + hand turned glass, a Victorian process +

1 Eduardo's P C The Dvine Collection + innovative materials and technology +

1 Candy Lamp P C John Lewis + + + a domesticated task light

1 Candy Lamp P C John Lewis + voted Top Ten best lights, John Lewis' best seller +

1 Hidden Agenda P C The Divine Collection + folded sheet metal, dipped in rubber +

1 Hidden Agenda P C The Divine Collection + family of objects creates an installation +

1 Spanish Inquisition P C The Divine Collection + a twist on an archetypical product +

1 Spanish Inquisition P C The Divine Collection + with a golden horizon line +

Design invented mass customisation HOW EXACTLY… FURNITURE

1 Pretty Big P C The Divine Collection + laser cut, mirror polish stainless steel +

1 Pretty Big Wall P C The Divine Collection + laser cut steel nesting on pattern of wallpaper +

1 Top Tilt P C Antocks Lairn + designed in 1995, 1st client project +

1 Top Tilt P C Antocks Lairn

1 Prime Time P C Hidden + a one-off piece for two + +

1 Prime Time P C Hidden + 12mm thick aluminium +

1 007 P C Cassina ixc + the underside is as important as the rest +

1 Diamond P C Cassina ixc + diamond cut upholstery +

1 22/7 P C + + 22 identical components, no legs, no base, no headboard Private Commission

Design loves you HOW EXACTLY… PRODUCT

1 After Dark P C PA Design + aluminium and … +

1 After Dark P C PA Design + …rubber stamps +

1 Bioform Bra P C Charnos + a technological innovation that revolutionised bras +

1 Bioform Bra P C Charnos + the subject of a Channel 4 documentary, with record breaking sales +

1 Caraffa Simplice P C Paola C + Aldo Cibic + sterling silver +

1 In Plain English (Tableware for the shy) P C Giannini + having a cuppa with your loved one? +

1 In Plain English P C Giannini + rotate your cup to point at your choosen message: "ultimately, I want to have your children" + +

1 In Plain English, Tableware for the shy P C Giannini + finished eating? +

1 Io, tu et il Caffe P C Giannini + place your cutlery on your choosen message: "Can I have you for pudding now?" + +

1 In Plain English (Tableware for the shy) P C Giannini + before dinner… +

1 Io, tu et il Caffe P C Giannini + …and after eight + photo by Bettina Rheims

Design questions the rules HOW EXACTLY… PACKAGING

1 Eating Alone P C WMF + + a non matching set of glassware

1 Eating Alone P C WMF + for people who don't need dozens and like surprises +

1 P C Dessert Range Pret A Manger + slice of cake reference + +

1 P C Dessert Range Pret A Manger + cheese packaging reference + +

1 P C Piece of Cake. Cheesecake Pret A Manger + gourmet chocolate reference +

1 The Spare Match P C The Big Issue + award-winning campaign for the homeless +

Design makes connections HOW EXACTLY… RETAIL

1 Creative Direction P C itsu + 2004: one Metcalfe, three conveyor belt sushi restaurants, one existing logotype and no direction +

1 Creative Direction P C itsu + new direction, branding and food retail concept

1 Creative Direction P C itsu + Vogue House +

1 Creative Direction P C itsu + the infamous Piccadilly Street +

1 Creative Direction P C itsu + the infamous Piccadilly basement +

1 Creative Direction P C itsu + Broadgate +

1 Creative Direction P C itsu + heathrow Terminal 5 +

1 Creative Direction P C itsu + packaging range

1 Creative Direction P C itsu + packaging range

1 Creative Direction P C itsu + packaging range

1 Creative Direction P C itsu + 2007: one Metcalfe, ten UK sites, one NYC site, one HK site, one big, global brand

UK sketch/ UK John Lewis Plc/UK Fired Earth Interiors/ UK The Big Issue/ UK Pret A Manger/UK itsu/UK Obsidian Group/UK Kingfisher Group/UK Groupe Roset/France Vanda Group/UK Brass Mongoose/UK The Atheneum Hotel/UK Nissan/UK VintageWineGifts/UK Michael Hall/UK Topshop/UK eOffice/UK C THATS EXACTLY… EUROPE Groupe Roset/France Paola C. /Italy Aqua di Parma/Italy Hidden/ The Netherlands WMF AG/ Germany DIM/ Germany Vapiano/ Germany Troika/ Germany Perstop Ltd/ Sweden UDV/ Greece Green Design Festival/Greece British American Tobacco/Cyprus C BEYOND E&Y/Japan Cassina ixc/Japan Phillip Morris/ USA DKNY/ USA WalletStones/USA Dsquared/Kuwait C

THATS EXACTLY… BOOKS & TV Young European Designers/DAAB Shop Image Graphics/PieBooks Artifact/Victionary Packaging Design/Mao Mao 1001 Ideas/Thames & Hudson Love Design/DAAB Materials For Design/Rotovision CNN International Channel 4 BBC One NTV Radio 4 O AWARDS Courvoisier Top 500 Best Regional Restoration Project, 2007 Design Taxi Award, 2007 The Edward Marshall Trust Award, 2003 Elle Decoration Award, 2007 The Edward Marshall Trust Award, 2003 Pergo Design Award, 2000 Troika Junior Design Awards, 1999 O PRESS New York Times Observer Telegraph Design Week Evening Standard FX Financial Times Time Out Property Week Wallpaper Architectural Review Vogue Marie Claire Elle Deco Living Etc DDN MODO O

"Afroditi's designs translate intellectually sophisticated and socially responsible ideas into direct, down-to-earth forms." Q THATS EXACTLY… Konstantin Grcic