Urra Designs brings traditional Naga aesthetics to global stage

DIMAPUR — Urra Designs and Objects, a design studio based in Nagaland, has successfully introduced traditional Naga designs to a global audience, with their products being displayed both nationally and internationally.

Recently, the studio’s founder Aku Zeliang told Eastern Mirror that Urra is a design-focused studio dedicated to integrating a variety of traditional skills and materials into its design philosophy. The studio was established in 2014.

He explained that after extensive exploration of the intersection between traditional and modern aesthetics, without compromising on either, he launched ‘Objects by Aku Zeliang’ in August this year.

This initiative seeks to celebrate exceptional craftsmanship while offering a modern interpretation of traditional Naga designs. He shared that the primary focus of ‘Objects’ is on international galleries and commissioned projects.

Reflecting on the inspiration behind the studio, Zeliang expressed that for a considerable time, tribal and indigenous designs were predominantly represented through machinery, textiles, and other craft forms, which he felt resulted in a stagnation of their representation.

So he wanted to take the expression of the rich diversity of Naga life inside the private spaces of homes and “tell our own stories through our own lenses.”

He acknowledged that while there remains much to achieve, his aspiration is to secure a permanent global presence for designs originating from Nagaland.

Regarding his sources of creative inspiration, he emphasised that there are no strict guidelines or hard and fast rules for inspiration, as it varies for each individual. “However, I would say that travelling is a good source of inspiration; and, of course, how can one not mention the vibrant Hornbill Festival,” he added.

Also, Zeliang discussed the marketing of his products, noting that over the years, they have successfully cultivated a growing and loyal customer base, with clients remaining informed about their latest innovations.

Additionally, they engage in annual participation at both domestic and international fairs, and design exhibitions to establish a presence in emerging markets.

Among their notable accomplishments are representing India at the Ambiente Fair in Frankfurt under the ‘Talents by Ambiente’ initiative; receiving the ‘Young Talent’ award at the Elle Deco International Design Awards in 2022 and being declared runner-up for the ‘Furniture Designer of the Year.’