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MYDNA is a chic and contemporary storage system inspired by the DNA concept in two different ways, fist its sophisticated, organic and stylish st… Read More
MYDNA is a chic and contemporary storage system inspired by the DNA concept in two different ways, fist its sophisticated, organic and stylish structure in the shape of double helix and second with a metaphorical statement which establish that everything you place on its shelves define a significant part of your personal identity. Read Less
Published:
MYDNA — Collection for NONO
Creative direction and furniture design for the residential market.
 
MYDNA is a chic and contemporary storage system inspired by the DNA concept in two different ways. Fist its a sophisticated, organic and stylish structure in the shape of double helix and second with a metaphorical statement which establishes that everything you place on its shelves define a significant part of your personal identity.

NONO is a contemporary design and manufacturing agency based in Mexico City exporting to the US and European market, mixing an authentic blend of craft, engineering and innovation to produce a refined collection of products for both the residential and commercial market.
 
Joel Escalona is the creative director managing the implementation of new products on the catalog and developing new markets by designing an evolving brand strategy. 
 
Year / 2008
Client /  NONO
Exhibition / Museum of Modern Art | Mexico 2011
Exhibition / Museum of Modern Art | Mexico 2010
Exhibition /  Maison & Objet |  Paris 2009
Awards / Year Award Original Furniture
The concept started on 2009 by Joel Escalona and after hard development and several improvements it’s now edited by Mexican furniture company NONO.
“It all started thinking that everything you place on a shelve define a significant part of your personal identity, and somehow I can know more about you when I see all the books, movies or any objects that you display on it.”
 
Joel Escalona
While living with my brother who is a Biomedical PhD, having his books, notes and papers next to mine and watching them almost everyday I came to the idea of shaping the shelf as in the double helix as the visual representation of the DNA”
 
Joel Escalona
Before it went in to production by NONO, the MYDNA concept was presented on several exhibitions and venues such as the Mexican Industrial Design retrospective Fabrica Méxicana in 2010 at Museo de Arte Moderno (Modern Art Museum) in México City and also at the Maison et Object 2009 in Paris at the Talents À La Carte show introducing new South American design, while Joel Escalona was developing the first prototypes.
The pieces are structured by laminating two layers of plywood and one of heavy-duty fibers, compressed in order to get enough strength for a consistent spinning shape. Then the pieces are assemble with shelves and finished either lacquered in three basic colors: black, white and red or with four natural veneers: black wood, oak, walnut and zebrano.
The collection consist on a regular shelf, ideal for few books or even small speakers, a Mini MYDNA which is meant to be a DVD or Blu-ray stand and a small cylindrical side table suitable next to a bed or in the living room as a side table, both shelves have a spinning base for easy access to it’s content.
Lifestyle Design Studio.

www.joelescalona.com