01
The brief
The collection needed positioning, market entry, and a clearer path to the right audience.
Collab
WABUZ
A six-month collaboration spanning positioning, gallery outreach, event production, and cultural framing for the project that became Sky House Furniture.
02
The approach
Case Study Labs handled go-to-market planning, gallery outreach, and event production while Ashley led graphic design.
03
The result
The show landed, the work sold, and the project grew into Sky House Furniture.
Context
Furniture as cultural framing
WABUZ connected Indigenous values, contemporary furniture, and a clearer market position. The work was built to make the collection legible without flattening its point of view.
The pieces
Sky House Furniture
Six works by Ashley McDonald, now carried forward as Sky House Furniture. Each object uses material, scale, and function to hold a point of view.
House Mule
View project →A stool, side table, and cubby in a mule-shaped form—drawn from ideas of resilience, community, and usefulness.
Big Cigs
View project →Oversized cigarette-butt forms that operate as stools, side tables, or plant stands—using scale, humor, and cultural commentary.
Modlux Cabinet
View project →Handcrafted wall-to-floor storage in birch plywood, mahogany, Danish oil, and metal hardware.
Chill Pill Medicine Cabinet
View project →Wall-mounted sculptural storage in birch plywood, acrylic mirror panels, and sliding red and blue doors. Part storage, part modern art.
Word Bubbles
View project →A wall-mounted sculptural memo board in birch ply and elastic cord, turning temporary clutter into composition.
Nightwater Table
View project →A hand-carved solid-ash side table finished with India ink, water-based finish, and brass pins: organic form with a working surface.
Identity in public
The visual language
Ashley McDonald
Artist, designer, founder
