In 2009, Mexican designer Joel Escalona created the concept for a shelving system that “resembles physically and metaphorically the deoxyribonucleic acid (DNA)”. Through constant development and improvement, the concept was carried on and edited by Mexican furniture company NONO.
Image © Joel Escalona
Image © Joel Escalona
The concept was first introduced at the Maison et Object in Paris in 2009, at the talents À La Carte show, where South American design was featured. Since then, the MYDNA shelves have been presented at several exhibitons and venues such as the Mexican Industrial Design Show in 2012, in México City.
Image © Joel Escalona
It all started thinking that everything you place on a shelve define a significant part of your personal identity, and somehow I can know more about you when I see all the books, movies or any objects that you display on it.
Image © Joel Escalona
The concept of MYDNA was inspired by DNA and its significance. Firstly, its stylish shape was developed as a complex organic double helix structure that visually resembles the DNA. Secondly, a more metaphorical approach, stating that “everything you place on MYDNA shelves define a significant part of your personal identity.
Image © Joel Escalona
While living with my brother who is a Biomedical PhD, having his books, notes and papers next to mine and watching them almost everyday I came to the idea of shaping the shelf as in the double helix like the visual representation of the DNA.
Image © Joel Escalona
Image © Joel Escalona
Image © Joel Escalona
Structurally, the MYDNA shelves are built by laminating two layers of plywood and one layer of heavy-duty fibers. The layers are then compressed in order to provide strength for the helix-like shape. The curved pieces are afterwards assembled with shelves, and finished with lacquer or natural veneer. The shelves come in three basic colors for the lacquered version: black, white and red, while the natural veneer option is available in four different natural woods: black wood, oak, walnut and zebrano.
The collection consists of a regular shelf, a Mini MYDNA, and small cylindrical side table.
Image © Joel Escalona
Image © Joel Escalona
Image © Joel Escalona
Image © Joel Escalona
Image © Joel Escalona
Image © Joel Escalona
Image © Joel Escalona
About the designer
Joel Escalona is a Mexican designer working in a global marketplace, his work has been exhibited in the mayor design capitals of the world like New York’s ICFF, Paris’s Maison & Objet, Salone Internazionale del Mobile Di Milano, Beijing Design Fair and Mexico Design Week in the Museum of Modern Art and Palacio de Bellas Artes. Awarded for his design work by Conde Nast’s Architectural Digest and the 6° Bienal Nacional de Diseño. Published in specialized design books from London, Spain, Mexico and France, as well several worldwide magazines, publication covers and reviewed by influential websites all over the Internet.
About the brand
NONO is a contemporary design and manufacturing agency based in Mexico City, mixing an authentic blend of craft, engineering and innovation to produce a refined collection of products for both the residential and commercial market.
*All images and information courtesy of Joel Escalona.
