The desire for guidance on how to create successful
spaces continues to flourish at an ever-increasing rate,
especially as many decision-makers within public and
private realms better understand the power of attraction
and how artful design can make an impact on bottom
lines. This coming fall, IIDA will team with the Society
of British and International Design (SBID) in a joint
program at Downtown Design in Dubai. We will present
in-depth commentary on award-winning projects celebrated by both associations. These projects showcase
the creation of unique and fresh spaces that connect
to the user’s emotions and experience.
We have all heard the phrase, “If you build it,
they will come.” This statement is often found untrue
in today’s environments, especially as it relates to
office collaboration areas, communal zones, or public
spaces. Many of today’s designed commercial spaces
include these components to encourage free-flowing
integration of thoughts, bring users from different
backgrounds and perspectives together, incubate
ideas, and allow a simple respite from more bustling
surroundings. But the sad fact is that many of these
well-intentioned zones are rarely used wastelands.
When deeper investigation is done into the use of
these spaces, it is often found that they were not art-
fully integrated into the project holistically. They lacked
smart and integrated branding, residentially inspired
finishes, hospitality amenities, and other facets. The
designers failed to take the intended end users’ emotional cues, or poorly articu-
lated their understanding of them within the design solution. In other cases, they
simply didn’t communicate or set expectations. As a result, the spaces fail to create
emotional connections and lack intrinsic draw, so users occupy other spaces better
equipped to meet their functional and emotional needs.
The art and science of design are truly inseparable in the realm of successful
design projects. It is essential that designers balance the creativity of artful exploration
with the more purposeful direction of a practical process. As you experience your
surroundings throughout a given day, allow yourself to find the art in the design
around you and the solutions you develop. Take a minute and note the immediate attraction, experience the emotions of your space, and recognize how art and
design coexist in a way that elevates each other.
Scott Hierlinger is the president of IIDA and design director at NELSON. You can
reach IIDA Headquarters at (312) 467-1950 or email@example.com.
The art and science of design are truly
inseparable in the realm of successful
design projects. It is essential that designers
balance the creativity of artful
exploration with the more purposeful
direction of a practical process.