Product Prototypes of Pratic™
Pratic [P] is a section of Pratic studio, focused on product design. Pratic [P] includes the design of a production process, and it is done manually and machine-aided from the very beginning of conception to the final packaging. While we have suspended the function, we enlarge on design and fabricating applicable objects and turn basic ideas into ones that can be objectified and assessed. Thus, we either make a new meaning, or at least nullify an idea. In Pratic [P] body works and a thought is created or evaluated. What is left after each process is the remnant of a practical exploration into the poetics of everyday objects which is called Pratic [prototype]. Pratic prototypes encompass a wide range of appliances and decorative products in furniture, stationery and accessories by focusing on design thinking.
About the Studio
Pratic Studio is a multi-disciplinary design practice based in Tehran. The studio began its activity in 2016 by focusing on an interdisciplinary approach of architecture and design research, and in 2017 registered its official brand in classification of “sientific and industrial services, research and related design”, under Iran National Regulations of Intellectual Property. Our activity in Pratic studio includes a wide range of design disciplines like architecture and landscape design, interior design and product design. Currently, the studio is fulfilling its main activities in two fields of “space-oriented” and “object-oriented” under the titles of Pratic[A] and Pratic[P], and it develop its design thought with the corresponding influence of these two environmental and spatial approaches.
[perātik] in Persian, is a loanword adapted from its French version (Pratique) and the latin term (Praxis), which is of a Greek root. In many Indo-European languages, this word is used with some phonetic and dictation small changes with the literal meaning of practice or practical process. In philosophy, this word as an intermediary factor of subject and object indicates any human action for changing their environment or the process of evolving the objective reality by the human.
Before the dialectic of theory and practice turned into an extended issue in the history of philosophy, Aristotle had considered three fundamental human activities including theory (thinking), Poiesis (making) and Praxis (doing). In other words, besides the concept of theory, he had differentiated between two kinds of action and based on these three fields, he had defined three types of knowledge. Theoretical knowledge that aims at truth, poietic knowledge whose objective is creation and production, and practical knowledge whose goal is human behavior or action. Then, Aristotle divided the knowledge derived from praxis to ethics, economics and politics. Later on, under the influence of different philosophical orientations, one of these two concepts was chosen and applied as the general meaning of practice and used alongside theory.
We believe that design is a verb which is mixed irreducibly with the two concepts of action, since on one hand it originates from innovation and creation, and on the other, it is inseparable from material reality. Taking into account this introduction, it can be said that PRATIC is made by blending the terms “practical” and “poetic” whose phonetics in Persian dialect indicates practice in its general meaning.
Pratic is something we do under the discipline of design and it also refers to our human action in the geography and linguistic context we are in. We try to think unbounded and internationally and at the same time we do locally. This is not an only professional specialty for us, but, through the practical process of design, we connect with the environment and the status quo, criticize it, influenced by it, and put the related continuous ideas in practice. Such a process will result in architectural projects, concepts and objects that make our ideas and way of thinking tangible and assessable and will criticize it again and expand it. Pratic will put us in a developmental and self-criticizing process in which the design objectives are frequently questioned, redefined and mingled with our human goals.
In Pratic [A], under the discipline of architecture, we elaborate on some range of studies and services of environmental design in fields such as building design, landscape design and interior design. We define architecture as "finding the form of the imagined context of a spatial area". Bearing in mind this definition, by benefiting from the theory and experimental process of architecture, we try to put forward a synthesis through processing the concepts obtained from encountering the presupposed content and the special context of every space that can lead to the production of new content in the form of architecture. Therefore, depending on the quality of such an encounter defined majorly by the contextual limitations and opportunities (such as the conditions of the physical environment, social and cultural structure, and economic condition), our projects include a range of both simple practical and cost-effective plans, and complex and critical design in the variety of applications (from designing small private houses to the large-scale public projects).
Fabrication Laboratory of Pratic™
Pratic [Lab] is focused on the creative methods of fabricating small-scale concepts in the field of architectural and industrial design. The laboratory provides consulting and services for technical design based on cad/cam, model making, rapid prototyping (3D printing), mold making, packaging design, etc. These services mainly include experimental and innovation-based processes used in materials, fabrication method, and product development, which are tested in specific projects of Pratic [A] and Pratic [P] branches, and the laboratory provides them to other designers. It is worth noting that the goal of the Pratic [Lab] is to synergize and establish effective relationships with creative designers and startups focused on the production of physical products in advancing innovative goals; And given the practical commitment to the discipline of design and intellectual property of the idea and design, services such as reverse engineering and modeling of pre-existing products are defined outside the scope of services of the lab.