3 rd National Conference on Knowledge Transfer, 2016, Penang, MALAYSIA, 30 Nov-1 Dec 2016 RATTAN FURNITURE DESIGN-TRAINING DELIVERY TOWARDS COMMERCIAL VALUE OF COMMODITY SECTOR Abdullah Al Rashid, A.H. 1 , Deny Willy Junaidy 2 , Nor Hamizah, A.H. 2 , Muhamad Ezran, Z.A. 1 , Mohd Firuz, M.A. 1 , Mohd Firdaus, M.H 3 1 Faculty of Creative Technology and Heritage, Universiti Malaysia Kelantan, Bachok Campus, Locked Bag No.1, 16300 Bachok Kelantan 2 Faculty of Architecture and Ekistics, Universiti Malaysia Kelantan, Bachok Campus, Locked Bag No.1, 16300 Bachok Kelantan 3 Faculty of Art and Design, Universiti Selangor, Shah Alam Campus, Jalan Zirkon A7/A, Seksyen 7, 40000 Shah Alam, Selangor Email : alrashid@umk.edu.my Abstract Rattans are the climbing palms whose bare stem is used in the construction of cane furniture and mats. It is a vine that grows in tropical forests and is used primarily in the furniture industry. In 2014, the export of rattan furniture in Malaysia is ranked lowest with a value of RM 35,149,879.00 compared with wooden furniture exports valued at RM 6,328,334,275.00. The decline in the value of exports in the sector will affect revenues and indirectly rattan furniture industry will decline. This could also risk of loss of job to the producer of rattan furniture. There are three phases conducted in this programme which are: presenting the ideas, fabricating process and commercialization. It is believed with this knowledge transfer programme, those who engaged in rattan production will receive the most immediate benefits. This article provides an academic perspective on the contribution of industrial design academic to both innovation and performance. This perspective could be referred and adapted by rattan industry players in Malaysia to be more updated and be aligned with current R&D process. This would enable them to compete with international market. With more proper design and development process, rattan furniture producers could produce more desirable products that attract foreign buyers and increase the export of rattan industry. Keywords : Furniture design, rattan furniture industry, design process, knowledge transfer program 1. Introduction The uniqueness of rattan is not only lied on its abundance of availability, it has been known that its flexibility yet strong character is easily to be processed with bare hand that implies of less technology investment is required in the production process. Rattan furniture design is very popular with recliner / swing at the beginning of 1960 until the end of 1990. It became a symbol of regular houses in Malaysia regardless of race. Rattan furniture design is influenced by the level of expertise of the furniture makers, it is made entirely by hand and passed down from generation to generation. Rattan furniture designers usually take effect on the nature of design and concept webbing. Rattan furniture design also depends on the level of expertise of the manufacturer and the unique flexibility of selected rattan species. Rattan furniture exports started to decline from the early 2000 until now. This is associated with contemporary design trends and the influence of western design style. According to Dr Jalaluddin Harun, director-general of the Malaysian Timber Board (MTIB), ‘Design’ is one of the key elements and key focus in all furniture products that want to be commercialized. It should be the starting point for each product before it is marketed. Rattan furniture design can be said of the elderly in Malaysia. In addition to style, trends and new designs should be injected to industry in order to create more competitive products thus to increase the export of rattan furniture. In order to respond to the poor condition of Malaysian rattan furniture export that keeps extremely declining. Our Knowledge Transfer Programme is designed to set up some activities to challenge and stimulate creative resources from key person in the