Amethyst presented an exhibition of Taamaa and Madheke at The Folly

Taamaa’s lifestyle range of products and objects for the home, that bring delight to everyday living, minimal detailing and chic designs, finishing, material and manufacturing specifications, available upwards of Rs.350/-. Madheke a luxury furniture and accessories brand brings together crafted excellence and modern luxury, with meticulous use of exquisite materials and timeless detailing, embodying an exceptional character, designed for sophisticated living, unique and fine pieces that are handcrafted, yet enjoy a sense of modernity, exuding a passion for creation and an expertise in working with the world’s finest materials, to create pieces that are able to stand the test of time, available at Rs.70,000/–, at The Folly, at Amethyst entrance next to Corporation Bank, Whites Road, Royapettah, Chennai.

Taamaa, is a cosmopolitan lifestyle brand that offers a perfect fit to any interior lifestyle space. Their stringent quality control ensures that all their products meet international standards. Their experienced design team conceptualises and designs for the international market, using state-of-the-art technologies to develop products true to their concept.

Madheke was launched in 2013 at Acetech, Mumbai and has been gaining visibility over the last two years. 2014 saw the launch of a host of new products at Acetech and Spring 2015 saw the start of Madheke at Pinakin – the brand’s first retailer. The brand has also shown in a number of events in New Delhi.

Their philosophy is to create crafted goods for a customer who relates to a timeless language. The brand’s core aesthetic relates to the details and nuances of a vintage language but Madheke continually looks to craft the ‘new’ in the lifestyles it creates.

Having worked in the luxury lifestyle segment for the past 20 years, Parminder Pal Singh the mind behind Taamaa and Madheke, has been passionately involved in contributing to the ‘Made In India’ renaissance, in relation to design, quality and service.

Singh’s work is informed by an in-depth relationship with material and its application through the ongoing work with international brands. With a commitment to fostering working environments that progress product engineering and its relation to craft, Singh and his team now enjoy established professional alliances with some of the most significant global brands, such as Ralph Lauren, Luxury Living, Armani Casa and Oscar De La Renta. These relationships, built and honed over a number of years have driven the desire to reconfigure the interaction between client and maker.

For Singh, the inspiration to create design for such brands comes from a need to evolve.

When you work with such clients, you are constantly challenged to come up with new products, new designs, new ideas, new techniques and new product lines. They are not content with just one product line because they need to evolve and showcase the evolution constantly, and that is what they are known for. Their requirements are a challenge for us to evolve from one material to another, and from one product to another.

Having worked tirelessly with his team to build knowledge and skills that can create evolving design, Singh initiated LOCO Design, a multi – discipline design house that specialises in material application, product engineering and design strategy. With an emphasis on originality, creating inspirational design and with a unique approach to application, the design house has set an agenda – DESIGN FOR BUSINESS.

In tandem with LOCO Design’s formation, Singh, along with 4 contemporaries with a like minded agenda, created Taamaa – a lifetsyle brand that specifically evolves the ‘Made in India’ renaissance in the contexts of design and quality.

With prototyping and material innovation the backbone of Singh’s methodology, his directorship at LOCO Design and Taamaa has involved fostering confidence so that the craftsperson can not only contribute to decision-making but lead decision-making on the shop floor – often resulting in a better product and creating growth in expertise.

At LOCO, the design house’s creative solutions are driven by its in-house brands, Madheke and Pintark and operate through design spheres of Furniture & Accents, Accessories, Objet & Surface Treatment Solutions. As the joint founder and design head of Taamaa, Singh and the team work to build the brand as a cosmopolitan lifestyle brand, aspiring to bring delight to everyday living.

Launched in 2014 and alongside Taamaa, Madheke and Pintark are key to the ‘Made In India’ narrative that informs Singh’s approach and is the ethos behind his brand building.

Pintark is a surface solutions brand specialising in advanced surface treatment and crafted material application. All the brand’s product and commissions are developed, tested and manufactured in-house, giving the brand full control over the product and craftsmanship it offers. Pintark harnesses the material knowledge and crafting skills that LOCO has researched and developed, involving traditional techniques and progressive technology. The brand utilises LOCO’s material expertise in offering a unique range of exceptional materials and finishes as standard, and the ability to offer highly specialised services for bespoke commissions.

Madheke is a luxury furniture and accessories brand bringing together crafted excellence and modern luxury.  Conceived out of a passion for creation and an expertise in working with the world’s finest materials, the brand’s essence is to create pieces that are able to stand the test of time. With a meticulous use of exquisite materials and timeless detailing, Madheke products embody an exceptional character designed for sophisticated living. The brand’s philosophy is to create unique and fine pieces that are handcrafted, yet enjoy a sense of modernity.

A unique material palette from exotic leathers, semi-precious materials, specialist fabrics to technical carbon fibres, acquired from around the world, continually inspires the design house to create distinct design, continually evolving and building expertise to enable it’s brands to maintain a sense of the exceptional whilst remaining relevant.

Taamaa, a cosmopolitan lifestyle brand creating products and objects that bring delight to everyday living. Their use of material, minimal detailing and chic designs make their products a perfect fit to any interior lifestyle space. Their stringent quality control ensures that all their products meet international standards in finishing, material and manufacturing specifications. Their experienced design team conceptualises and designs for the international market. They use state of the art technologies to develop products true to their concept.