When Designing for Owners
By Brian West President, LifeStyling | September 02, 2010
To the misfortune of the designer many properties entering the market face considerable negative criticism due in part to many things like the shang-bang construction, ostentatious colorizing or architectural theme and even more caustic in today's market is the irresponsible landscaping surrounding the building. Creating unique, memorable and economically viable hotel environments is what hospitality designers do, however we are not the financiers of the dreams, we are merely the dream weavers that have the enviable task of creating the folly of others.
As a designer my intent below is to pinpoint three very important considerations when working with an owner to build, renovate or re-flag a property. Owners are in most cases not architects nor are they interior designers yet like architects and designers they do have dreams, opinions and dislikes which often tend to leave their mark on the properties being addressed and sometimes marks that sometimes tend to be negative, the considerations below will hopefully help guide the designer and owner toward a union crowned with success and happiness.
1. Value Added Design
Creating value through design without adding cost
Design for the most part is often undervalued and tends to leave the end-user less than engaged; on the other hand when products are designed well, the consumer takes notice. Companies then track through sales when a product or service is successful and the value of the design then becomes easily quantifiable. The design of hospitality environments however isn't so easy to quantify, due to the fact that it is very difficult to directly measure the design impact on the end user. So, how could Design Equity be measured? It could be defined as the extent to which a brand is identified by its design awareness, perceived quality, associations and loyalty.
Design Awareness: How familiar are people with the distinct visual and graphic language of the brand? To what extent is design the face of the brand? Is it possible for a designer to achieve significant enough design impact to create value?