DESIGNER PHILOSOPHY

The collaboration between JORO and Karim Rashid brings together one of the most influential voices in contemporary design with JORO’s commitment to sculptural form, material clarity, and Jordanian identity. Known for his prolific global body of work, human-centered philosophy, and belief in design as a force that should improve everyday life, Karim Rashid brings to this partnership a language of fluidity, sensuality, and contemporary optimism. At the heart of this collaboration is a shared vision: to create furniture that feels approachable yet expressive, functional yet emotional. Karim’s signature approach, seamless forms, dynamic surfaces, and a deep sensitivity to the relationship between object and body finds a natural dialogue with JORO’s exploration of landscape, light, and enduring design.
Across the collections, Karim’s influence is felt in distinct ways. Luma Collection reflects his enduring fascination with light, perception, and atmosphere, transforming illumination into an active part of the design experience. Dune Collection expresses his affinity for continuous geometry and fluid motion, translated through forms inspired by shifting desert terrain. Kalya Lounger captures his vision of sensual minimalism: where comfort, softness, softness, and sculptural purity exist in balance. Wadi Bench extends his interest in modularity and human interaction, creating a piece that encourages gathering, pause, and connection. Together, JORO and Karim Rashid create furniture that goes beyond utility. The result is a body of work shaped by Karim’s internationally recognized vision of contemporary living and JORO’s grounded sense of place where objects are tactile, forward-looking, forward-looking, and designed to enrich everyday experience.