The UK interiors industry is estimated to be worth £1.5 billion* and it’s easy to see why. Social media, as well as mainstream platforms, are awash with everyday people embarking on a fixer-upper journey – all with their own eye for detail.
So, what effect has this huge movement had on the professionals in the sector, and can just anyone turn their hand to creating environments that meet a certain brief? “Everyone can design a room, but we often spend time listening to clients’ ideas and then streamlining their ideas, so they don’t end up with a fruit salad. There is so much information and so many ideas at their fingertips that it can be overwhelming. Businesses such as ours bring with them knowledge of materials, of suppliers, as well as an understanding of flow, lighting, the art of design, and functionality,” says Anne Hartmann, an interior designer of more than 25 years.
Anne’s career was born out of an innate passion for interiors that evolved from helping to create spaces around her husband’s bespoke furniture design company in South Africa. 18 house moves later, including relocation to the UK, and Anne is no less enthusiastic about working with clients to realise their visions.
For Anne and her contemporaries, the basic principles of interiors go far beyond simple aesthetics, focusing on – among other things - balance, harmony, rhythm and contrasts. Without doubt the sector affords the exhibition world the chance to learn about how to move its focus beyond a brand palette and fonts and look more closely at the flow, unity and the sense of calm during the design process.
Much like our team at GES, Anne sings the virtues of getting to know clients first and collaborating with them on any design journey. “I can interpret clients quite quickly, but the more you get to know them, the more you’ll know what they’ll want. Your first storyboard changes so dramatically from start to finish. It evolves because it’s an interpretation of our work as well as our client’s needs. It’s a journey,” says Anne.
Of course, any kind of art is subjective, and different people appreciate different aesthetics. So, what are the important factors when designing the most appropriate environment for your clients? For Anne, the focus always needs to be on producing a true sensory experience that starts with an understanding of both the flow and viewpoints required. She is a strong believer that just as the company you keep influences your life, so too does your environment.
“Your personality has to come through, and for an exhibition stand, your staff have to carry through your message and your story. You need to think about how you can best support what they’re saying. Everything should draw you in, and you need a clear understanding of the most useful areas. For houses, this would involve getting to grips with how a family uses the spaces and what is important to their lifestyle. On an exhibition stand, we need to appreciate how we want the customer to move across the set and where we want them to engage with different media,” adds Anne.
Once you get the architectural aspects in place - design, colour and textures come next, with lighting having a particularly large impact. But while all of this may seem like a standard checklist for room design, it can be so easy to neglect one of the most impactful and sensitive of senses, smell.
“Scent is your most memorable sense. Use a reed diffuser with a smell that is appropriate to your brand. The next level is to pair up the scent of your stand by using it on business cards, which you then hand out. It’s about embracing all of the five senses and realising they’re all talking to each other,” she says. Using alternative ways to cut through the sensory clutter and noise of a busy exhibition hall may well be a useful tool for brands to differentiate themselves and shouldn’t be underestimated.
One thing that undoubtedly unites all design projects – whether they be domestic or commercial – is the need for reliable, trusted, and competent suppliers. You could have the most inspiring design and insight, but you’re ultimately only as good as the supplier who delivers on your vision. Anne adds: “We rely on subcontractors and across the years we’ve built an incredible support network of suppliers, which is vital.”
For Anne, the future of her industry represents an exciting time that will see spaces become more interchangeable and flexible with our lifestyles. And refreshingly, she sees AI as a complementary tool – one that can communicate ideas, but not one that replaces the human touch of communication and personal interpretation. So it seems, for now, nothing competes with human insight.
* IBIS World: Interior Design Activities in the UK - Market Research Report (2014-2029)
Top tips for creating an environment that will entice your customers and sell your story:
- Understand your market and audience before you begin to understand their brief.
- Think about how you can best convey your story – ensure you’re satisfying all five senses.
- Create a calming space and consider the customer’s journey. Don’t roll out exactly the same stand every year, budget allowing, mix elements up and keep it fresh.