A M M A
Curious Nature.
AMMA Objects is a unique facet of House of Forme, representing an experimental and emotional artistic depth through designed “objects”.
With a focus on pure expressions of curiosity, AMMA Objects draws inspiration from the beauty and complexity of nature. The work stands on the foundation of the past while looking toward a never-imagined future. There is a belief that the duality between formal timelessness and courageous invention coexists harmoniously with the organic rhythms of the natural world.
The creations strive to experiment with objects that reflect human behaviour, contextual world history, and heartfelt emotions, while also honouring the intricate patterns and forms found in nature. Each experiment is a testament to an ongoing artistic journey, inviting viewers to engage and reflect with the “objects” on a deeper, more personal level—fostering a connection between the viewer, the artwork, and the environment.
The Origin.
AMMA is derived from the word ‘mother’ in Chinese. It embodies the source and nourishment of life. Just as ‘ma’ is often a baby’s first sound, AMMA brings one back to the origin of creation, the creation of something precious. Rooted in the wisdom of Asian philosophies, AMMA elevates objects to become vessels of meaning. They are objects born of nature, a call to think beyond the superficial.
Drawing inspiration from the ancient Chinese myth of human origin, the AMMA Objects logo features Nuwa and Fuxi, the protagonists of the tale. Nuwa, the goddess of humanity, bears the heavens’ measure, while Fuxi, the god of civilisation, grasps the carpenter’s set square. Together, they convey the creation of humankind, sculpted from yellow clay then breathed life into. Their intertwining serpent forms symbolise their connection to nature, binding life and earth.
Human Made.
Celebrating the beauty and complexity of nature, we capture the story of nature and humans through a unique narrative. A curated palette of Earth tones brings this story alive. A nostalgic blue, reminiscent of the sky and ocean on Earth, catches the eye. Alongside it, a shade of beige, the colour of the land, paints the entire scene of Earth.
The key typography of AMMA Object is a custom-made slab serif, both bold and expressive. Its irregular details evoke the constant changes in nature. Organic graphic strokes featured in the brand is a nod to pictograms of ancient times, when words yet to exist. The hand-drawn details infuse the brand with a sense of history, and depicts a universal design language.
These narrative details are incorporated into the collaterals prepared for AMMA Object’s preview event. A shop card utilizes the nostalgic blue on one side, and the grounding beige on another, is accented by a black foil logomark to maximise contrast. A leaflet showcasing an overview of AMMA’s first collection also unfolds into a poster, telling AMMA Object’s story through graphics and key narrative elements of the brand.
Narrative Driven.
Curious Nature having been the core value, AMMA Object imbues nature’s essence into every piece it creates. The brand’s inaugural collection, “Nomad Collection”, was first unveiled at Design Shenzhen. Each object is a chapter in the story of human migration, a narrative that reflects the true nomadic spirit. AMMA Object prioritises courageous innovation while keeping a hold of timelessness in both its brand identity and its creations.
Some pieces tell a story of the past, others are a clear reflection of the way people live and adapt to the evolving environments, and others shape half the ever-changing nature into something eternal. These objects represent the questions AMMA Object pose to nature, but also our own-founded answer for our insatiable curiosity.
