IIDA Perspective - Spring/Summer 2015 - 44
captures street art
from her travels to
Tulum, Mexico, which
has inspired a more
of design and culture
in her work.
At Brooks Atwood
Design, Chief Design
Officer Brooks Atwood
dance parties break
routine thinking and
promote a more playful
Brooks Atwood Design
façade of the New Museum in New York. "In the
office we were able to play around and see how
far could we bend the material before we broke it-
could it go to a full 90 degrees?" Atwood says.
"Testing in-house, we can stay innovative with
a material and figure out how to use it-or misuse
it-for another project."
Travelling Near and Far
For some designers, the ultimate refresh is to step
outside and into another world-whether that's
the great outdoors or a distant location across the
globe. Sonia Duddleston, an interior design
strategist at the LAB at Rockwell Group recently
visited Tulum, Mexico, and set out with a notebook
and camera to capture hand drawn signs, record
how colors were used differently, and make note
of how she might improve her resort experience.
"As a girl traveling, I've seen the importance of
wanting to have a place to put your things away
and having the excitement of exploring a hotel
room," she says. "What I took out of it was how
to celebrate the rituals of your everyday and how
you can give people these unexpected luxuries
in my projects."
Beatrice Girelli, RIBA, ASID, IIDA, firm principal
at the LA-based Indidesign, believes physically
immersing yourself in a new environment is often
the key to fostering a deeper understanding of
design. When Girellii's firm recently landed a
high-profi le hospitality project, she flew a group
of employees to Singapore to gain a deeper
understanding of the essence of luxury service.
"It's a country that doesn't have natural resources
but they've built an enormous reputation and
culture on services," she says. "I want to expose
people to these type of realities to understand
service on a tangible level and translate that into
a successful design." That's a takeaway that simply
isn't available via Pinterest or Google images.
Closer to home, every employee at Indidesign
engages in some sort of outdoor or fitness activity,
from yoga to stand-up paddle to surfing, which
Girelli says is absolutely evident in the firm's work.
"I definitely think that could be connected to the
prevalence of more organic texture in our design,
such as the extensive use of wood surfaces,"