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Designs with more depth

Designs with more depth

In a blog series for ArchiComm, Colliers creative director Geoffrey Timmer discusses current themes and issues that affect the process and culture within which designs are created. He sees the workplace and work environment as the terrain in which current themes quickly become visible or have a chance to unfold. The second contribution focuses on deepening in design issues.

Interior design traditionally still focuses on using the right material and color scheme. I miss the reflection on broader social issues. Design issues may well be approached with a more idealistic slant.

If we define idealism as the pursuit of a better world, deepening is a must. I realized this extra when I recently attended a launch on the occasion of the appearance of "The Not So Easy Guide to Circular Interior Design", at the Fiction Factory in Amsterdam North. That evening I found myself among people thinking about complex systemic change. What struck me was that those present showed an impressive, deep-seated dedication to their area of expertise: circularity. The gathering reinforced my realization that it takes a lot of time and focus to grow into an expert.

Getting around the rules

As in all aspects of life, many people tend to color within the lines. I also see this when dealing with design issues, where processes and projects are designed to meet tight deadlines and avoid risk. In the pursuit of deep understanding and innovation, however, space is needed for extensive research and visioning. Because you cannot break or circumvent the rules, the proverbial lines in the sentence above, unless you understand them. Case in point: Gmail could only come into being because Google required its employees at the time to spend 20 percent of their work time developing new ideas. Fortunately, the design team at Colliers that I lead is made up of curious people. It is great to see them, through reading and other forms of deepening, develop as experts. We create the space for this development through three pillars in projects.

Separate approach to projects

First of all, we strive to let designers develop knowledge on various topics from their inner motivation, so that they can make a valuable contribution to our projects. This means that we offer them a place within projects where they can explore and develop their passions. We also strive to spend more time preparing projects during the approval processes of tenders and other initiatives, or by extending the early design phase (whether or not at the expense of elaboration time in other phases). This allows us to conduct thorough(er) research and develop strategies, resulting in more effective and successful projects. A third important point is that the form of collaboration is different for each project. By properly analyzing a client in advance, you can estimate what expertise is needed and thus what quality you can add.

Socially driven

The challenging times in which we currently live require designs with an idealistic approach. In diverse sectors, creatives are working on products and materials designed to make the world a little better. This is no different for interiors, as society, especially after the coronapandemic, demands spaces that are designed with meaning. In our increasingly individualistic world, can the workplace be a place where people come together, are inspired and experience cohesion? By engaging the right experts and delving deeper into design issues, I'm sure this is possible. To make this change, we need to make space in our project approach both physically and mentally. This means spending more time preparing projects for more thorough research and innovative strategies. At the same time, we must embrace an idealistic approach, striving for deep understanding and innovation. This is how we can meet the demands of our rapidly changing world and contribute to a better future. 

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