Terrific 25: an exclusive range of decorative veneers dedicated to the customers

Company Brief

Kolkata, November 15, 2011

Century Plyboards (I) Ltd today introduced a new concept, the Power of co – creation, in the plywood and panel industry. Centuryply launched a range of co created designer veneer for the first time in the lifestyle product segment; co creating designs with the customers. This emphasized the fact that the end user need not necessarily be just the recipient of the products – but can also be a part of the creation of the same.

The "Terrific 25" Design Workshop where the architects and the international designers put their heads together to co-create 25 new design veneers. So named to mark 25 years of the company’s experience in the market, the workshop aimed at providing an interactive platform where the customers became the creators. "Designed by the architects for the architects", it is a first of its kind undertaking for the design of decorative wood veneers in the country, where the architects worked closely with the manufacturers in coming up with products they would like to use in their projects.

The session brought together leading Indian and international names from the business, like - Karan Grover, Prem Nath, Reboni Saha, Rahul Gore, Sonal Sancheti , Kazunori Matsumura (Japan), Rojas Velenzuela (Chile) and Federico Horecia Mirabel Pietra (Italy).

During the workshop, Mr. Abhra Banerjee, Executive Business Head of CPIL, said that “Nothing in the world is possible without co-creation…even the God almighty takes the help of man in co-creating….! Century Veneers presents Terrific 25 on the occasion of the 25 Years of Centuryply. An exercise in co-creation, where the imagination of the country’s finest architects combines with the technical prowess and 25 years of Century Ply’s experience to create unique designer veneers….’”

The Architects always want customized veneer designs for their various specific requirements. This workshop facilitated this requirement. In all the 25 veneer design the idea behind was either to provide a functional solution or to give shape to the bursts of imagination of a creative designer. For e.g. in some case; like “Grass on Canvas” design, the idea is very abstract, as it is very difficult to capture a natural image in natural veneers.

The inspiration behind stemmed from the thought that designs should be co-created with the end-consumers. Through this workshop the architects/designers who are also Centuryply customers were involved in the process of veneer designing from the very start. They began by drawing up the layouts for the designs and after getting approvals from the in-house design team, they took a tour of the plant to understand the intricate production process of veneers.

This not only made them a proud part of the production process, it brought about a creative osmosis between the consumers and the company. It created a scope for fresh ideas and views, renewed interests and generated sense of ownership.

Mr. Sanjay Agarwal, MD of CPIL, commented on the occasion, “With the support of these eminent architects like Prem Nath, karan Grover, Rahul Gore etc. we have developed 25 new designs commemorating our 25 years of success and innovation. This workshop has proved to be an enthralling way to crack boredom of customers accustomed to select from an array of veneers they have always seen”.

Adding to its list of ‘firsts’ Centuryply lived up to its thought-leader status, and yet again steered a creative innovation the industry had not seen before.

For further information, please contact:

Century Plyboards

Madhumita Upadhyay

Tel: +91-33–39403950

Email: madhumita@centuryply.com