When Women Lead, Design Thrives

In the spring of 2020, in response to a rapidly changing world, IIDA developed a weekly series of conversations focused on the impact of sudden change on the design community, and in turn, design’s role in impacting our collective futures.

The Collective D(esign) webinar series saw the curating of dialogues centering on topics ranging from healthcare, hospitality, and workplace design to education, product design, sustainability, and more. As part of IIDA’s 2020 NeoConnect programming, IIDA presented Collective D(esign): Women Lead Design to center the voices of women on the importance of ensuring diversity and equity in the future of design. With an eye on leadership and how women specifically lead, the panel addressed the importance of being able to see yourself reflected in your leaders and managers.

The discussion was hosted by IIDA CEO and Executive Vice President Cheryl S. Durst, Hon. FIIDA, and featured panelists Robin Klehr Avia, FIIDA, regional managing principal at Gensler from the IIDA New York Chapter; Gabrielle Bullock, FAIA, IIDA, principal and director of global diversity at Perkins and Will from the IIDA Southern California Chapter; Sarah Kuchar, IIDA, creative director of Sarah Kuchar Studio from the IIDA Illinois Chapter; and Angie Lee, AIA, IIDA, partner and design director of interiors at FXCollaborative from IIDA’s New York Chapter. 

Although the movement for gender-based equality in the workplace is decades-old, the recent “Me Too” movement brought to the forefront the dangers that a homogeneous workplace culture can produce, particularly when leadership roles lack diversity in gender. As society faces current challenges—an ongoing global health pandemic, and a reckoning for an urgent need for racial justice—it’s imperative to act from an intersectional lens and strive to promote leadership and equity across demographics including race, sexual orientation, age, and socio-economic backgrounds as well as career experience. 

“I believe that this is an opportunity for us to dismantle the systematic racism that exists, and address and reset our profession to truly, with eyes wide open, embrace, celebrate, and apply unique perspectives through an inclusive and just lens,” says Gabrielle Bullock. She notes that although this movement and awareness may be new to some, it has been the sustained reality for others. By encouraging change in our industry, we can better support leadership from different demographics, and more successfully design with an informed vision for a more diverse and inclusive use of interiors.

“We cannot deny the power of representation—seeing someone who looks like you, seeing them in a critical position of leadership is so  important.”

— Cheryl Durst

One of the most effective ways to elicit real change is through recognizing and honoring the differences that exist. Race, ethnicity, gender identity, orientation, and socioeconomic background all contribute significantly to the ways individuals relate to the world around them. To navigate a world, and especially a workplace environment and culture, that doesn’t take these differences into account can be difficult and create roadblocks to focusing on the work.

“Being brought up in a male-dominated profession, culture, and society, the advice that I was given and that I applied to myself would not work out most of the time.” Angie Lee explains, “I had to try everything until I found what worked for me. And it was a little challenging because it took a little longer to find my voice, find my footing.” She notes that although she didn’t always have a lot of women to lean on, she did have male figures that believed in her and pushed her to develop skills and get out of her comfort zone, recognizing that “it was always a model of leadership that didn’t fit me.”

“Give opportunity, and give it young. You might think that you’re [giving opportunity] because it’s a woman more often than you should, but I guarantee you’re probably just not doing it enough.”

— Sarah Kuchar

This process of conforming to a workforce not built for you nor led by those like you creates an added burden for young professionals. Instead of spending time developing and innovating the industry, they can spend years just learning how to navigate these settings. The experience of learning from a leader that you see yourself in and one who knows how to move through the world from a similar background is invaluable and important to remember when you move into a leadership role.

When Robin Klehr Avia was a young designer interviewing at architectural firms, she noted that she only had one interview in which she was interviewed by a woman. “Margo Walsh affirmed for me that it was possible for a woman to be recognized and rewarded. There was somebody in my image across the table and she was in charge and the boss and that had an incredible effect on me.”

Avia differentiates this experience from traditional mentorship, recognizing that although Graham was indeed a mentor, she was more importantly a sponsor. While you learn a lot about the industry and your profession through mentorship, you still need someone to put you in the room. “it’s about a sponsor opening doors for us—it’s about someone putting us in a place where we can succeed. I think that that is really what we need to be for other women. We need to be their sponsors.”

“I see it as a responsibility and honor to be able to mentor, sponsor, share, you know to anybody who needs it and wants it.”

— Gabrielle Bullock

Mentorship is an invaluable part of shaping yourself as a professional. But without a sponsor, you don’t always have access to the opportunities that grow your career. “I was given many opportunities to fail,” explains Lee. She notes that as she looks back she can now see that many of the men she considered mentors were actually sponsors that gave her opportunities to grow. “I didn’t meet my mentors until I joined organizations like IIDA.”

Bullock notes that she recognizes the importance in her visibility and success. “I am a role model to some. An example of what you could be, how far you could go. As a black woman in this industry, I think of it as an honor to provide this for others.”

“I’ve been at this for 44 years. I think the best part is that I can look back and see the structure that others are building upon the foundation.”

 — Robin Klehr Avia

For some designers, it’s not enough to work within the current systems and processes. Sarah Kucher started her own business after working in larger firms and finds that being a woman-owned business leader and designer has given her the opportunity to provide the guidance and help that she had received in her career. She notes that “there is a strong movement of supporting women-owned businesses,” and credits her visibility with forming an alliance within the Chicago creative community. “I’ve connected with several female entrepreneurs in the city and creative fields we meet quarterly and we help each other.”

Leading as a woman is inherently different, and Kucher recognizes that “Leadership is about organizing people and getting people in a big group to have and feel purpose.” She reflects that being a successful leader isn’t about being the most technically skilled but rather effectively motivating and creating a collaborative space.

“How we came up through the ranks, what we want to change going forward, and how to help us dream big enough. That’s what I lost along the way trying on these models of leadership that never jogged well.”

— Angie Lee

Bullock recognizes that “there is a difference between management and leadership,” and “navigating that line in figuring out when to be one or the other has been very interesting.” 

Leadership can look many different ways, but the most rewarding aspect of leading can be observing the changes that you have actively made, and those that your visibility creates. Being that beacon for younger designers can provide the freedom to carve out their space in the industry and courage to take more risks.

“I can see women that I’ve sponsored making the world a better place; I talk to a lot of young people I work with about placing value on significance over success,” Bullock reflects. “I think it’s important in that significance isn’t like a one-off—it’s not about what you did last week or last month but it’s really about what you do over the course of many years it’s your life’s work.”

Watch the full conversation that further explores leadership and diversity in design, examining race and gender, while looking forward to the future, finding optimism during a tenuous time.

A Letter from Cheryl Durst and IIDA

Events of the past centuries, the past decades, and most recently in past weeks and days have painfully and plainly illuminated the disparities in our culture and society. We are at a pivotal moment where we must face great societal challenges that will not be repaired without great collective effort. Confronting racism, injustice, and a need for equity is critical to moving forward, and current events expose how much work needs to be done for us all to really “be in this together.” We know that design is but one small part of that larger equation—so why not start with the change we can most immediately affect? 

Design illuminates disparity and helps close the gaps—from healthcare and education to public space and urban planning. Design in all its manifestations is a force for change.

Recently at IIDA, we’ve considered, like so many of you, what “re-entry” and a return to life in a post-pandemic world might be. Certainly, not the same world we left behind four months ago. And definitely not a so-called “new normal.” Frankly, the old normal wasn’t exactly working that well for us. For the environment. For people of color. For the LGBTQIA community. For so many.

So what will we come back to?

Quite simply, the spaces that encompass where our lives happen—the places where we heal, where we work, where we learn, where we gather, museums, theatres, playgrounds, schools, sports facilities, stadiums, civic centers, libraries, concert halls, outdoor festivals—all the places that perhaps we took for granted before, are now places filled with nostalgia. As we re-enter these spaces, let us mandate that they be healthier and safer, but importantly also more inclusive, more equitable—DESIGN FOR HUMANITY.

The power of our collective energy is more important than ever, and we should and will consider how we function as a global design community and how we hold strong to those foundational values. The spaces we envision and create, envelop and contain those values and this time requires a broadened vocabulary of collaboration. One where we are open to learning, expanding our societal and world views, and maintaining a through-line of equity and humanity in all the work we do.

Design and design strategies can develop the tools we need to create our safer spaces. As we head into the future and the inevitable aftermath of this global crisis, public and commercial interiors will be looked at through a new lens. Within interior design, there will be more of an emphasis on the way that people move within a space and how that enables them to interact.

Health, well-being, and wellness, must be at the forefront, and our interior spaces and the furniture, fabrics, and materials will be held to and regulated at much higher standards. It must be reinforced that no matter the neighborhood we live in, no matter where we exist socioeconomically, no matter our race, gender, or background, we all deserve to live with these fundamental design values and with DIGNITY.

Designers have always put humans first, and in a post pandemic world, humans and their safety and well-being are of paramount importance.  And for now, for next, and for always, design will do what design does best, support and uplift humanity and culture. Design is indeed the business of life. Now more than ever, the world requires what design so abundantly endows—grace, civility, compassion, clarity, connection, common sense, empathy, well-being, comfort, healing, hope, and EQUITY.

We have to stand together as humans dedicated to the betterment of our society. Let us continue to be a force for good in this world and take responsibility individually and collectively for envisioning and enacting change, progress, and JUSTICE.

Design is forever an act of optimism, and we can little afford in our activism to not be optimistic about our collective future.

All my best wishes to you for peace, safety, good health, and well-being. Stay hopeful and stay strong.  

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Cheryl S. Durst, Hon. FIIDA

IIDA Executive Vice President and CEO

Collective D(esign): Product Design and Manufacturing: Change and Adaptability

In response to our rapidly changing world, IIDA brings you a design-focused dialogue on the effects of a global crisis. Watch the sixth webinar in the series today. 

How are firms and vendors adapting design, sourcing, and production methodologies to build resiliency? IIDA and a panel of manufacturers, product designers, and interior designers met virtually to discuss the impact the pandemic has had on our industry. The discussion took a look at the effects that the current state of affairs has had on the typologies of products and their production methods, supply chain systems, and design needs.

This webinar is registered for 1 IDCEC HSW CEU. To learn how to earn your CEU credit, visit IIDA.org for more information.

Watch all the webinars in the series here.

Moderated by:

  • Cheryl S. Durst, Hon. FIIDA, Executive Vice President and CEO, IIDA, Chicago
  • Brian Graham, IIDA, IDSA, Founder and Creative Director, Graham Design, San Francisco

Panelists:

  • Lisa King, Ph.D., VP, Product Innovation and Insights, Interface, Atlanta
  • Ryan Menke, Ind. IIDA, Senior Vice President of Sales and Marketing, OFS, Huntingburg, IN
  • Catherine Minervini, Ind. IIDA, A+D Regional Manager, Sunbrella/Glen Raven, New York
  • Alex Williams, Founding Partner and Director of Growth, Rich Brilliant Willing, New York

The next webinar in the series, Sustainability, Design and Adaptive Change, will take place on May 14, 2020, 1:30-2:30 p.m. Central. Register today.

Collective D(esign): The Changing Landscape of Workplace Design

In response to our rapidly changing world, IIDA brings you a design-focused dialogue on the effects of a global crisis. Watch the sixth webinar in the series today. 

What will the workplace of the future look like?

Watch IIDA Executive Vice President and CEO Cheryl S. Durst, Hon FIIDA, and a panel of design experts discuss the changing landscape of workplace design as they examine health and wellness concerns, shifting floorplans and floorplates, collaborative spaces, workplace arrangement, remote working, and shifting culture. This thoughtful group shares their insight in an open dialogue on adaptability and new possibilities for creative expression in the workplace.

This webinar is registered for 1 IDCEC HSW CEU. To learn how to earn your CEU credit, visit IIDA.org for more information.

Watch all the webinars in the series here.

Panelists:

  • Adam Farmerie, Partner, AvroKO, New York
  • James Lee, Director of Design, Hospitality, LEO A DALY, Los Angeles
  • Margaret McMahon, Senior Vice President and Global Director, Wimberly Interiors, New York
  • Meg Prendergast, IIDA, Principal, The Gettys Group, Chicago

The next webinar in the series, Product Design and Manufacturing: Change and Adaptability, will take place on May 7, 2020, 1:30-2:30 p.m. Central. Register today.

The Education Community Responds to Change: The Conversation Continued

On April 9, IIDA hosted Design Online: The Education Community Responds to Change, the third episode in our Collective (D)esign webinar series of interactive community discussions. This conversation, hosted by IIDA Executive Vice President and CEO Cheryl S. Durst, Hon FIIDA, and moderated by Ryan Ben, IIDA’s student engagement and advancement manager, featured a panel of educators and students centering on the changing education and employment landscape.

Panelists fielded questions from our audience covering everything from internships and altering educational programs to balancing an increased need for mental and physical health and contributing to community aid. This webinar was attended by close to 1,000 members of the international interior design community who submitted dozens of questions, many of which could not be addressed due to time constraints.

In an effort to expand the conversation, we’ve compiled answers to additional questions, alongside highlights from this discussion from panelists Tyler Hatton, Student IIDA, The Ohio State University campus center co-leader, Ohio/Kentucky Chapter; Rebekah Matheny, IIDA, assistant professor of interior design, Department of Design, The Ohio State University; Jon Otis, IIDA, founder and principal, Object Agency (OlA), professor, Pratt Institute; and Meghan Webster, AIA, principal and global education practice area leader, Gensler. 

What can firms do right now to help engage students?

Jon Otis, IIDA, founder and principal,Object Agency (OlA), professor, Pratt Institute

Jon Otis: Firms must try and consider how to engage graduates or interns and allow them to do something—paid or unpaid. Provide them an experience of some type so that they learn and grow and will be better prepared for eventual employment. Perhaps there is a new model,which refers to the past ‘atelier’ concept; or a new ‘virtual’ model of engagement.

Tyler Hatton: Take the time to view the senior showcase work from schools in your region, reach out to the students and ask questions if you are curious, or maybe offer opportunities for insight and critique. Many schools will probably switch to digital exhibitions as The Ohio State Department of Design has, but the students are not getting the professional connections and feedback as they normally would from the experience. 

You can set up virtual coffee chats with students so they can build interview and communication skills, as well as build their firm and industry professional networks, to prepare for opportunities that may arise in the future.

How do we maintain community at our schools and campus centers?

Tyler Hatton: Through social media channels or other virtual platforms, offer a summer design competition after the semesters’ work is finished that would be either open to all students or be specific in nature to recent graduates. You can also host a virtual book club related to design or put on mini design skill challenges like hand sketching or rendering.

Tyler Hatton, Student IIDA, The Ohio State University campus center co-leader

How do I find a job or internship?

Rebekah Matheny: I would first start by reaching out to your undergraduate advisor, they are often the main point person for companies interested in an internship. Our advisor posts all inquiries to our Slack channel. I would then email your professor mentor, who often have professional contacts that they can reach out to for a more targeted search. I also think your local manufacturer’s reps are a great resource, they know all the design firms and often have a pulse on who’s searching. Also check your IIDA chapter’s website, most sites have an internship or job search section. 

What skills do I need as a graduating interior designer for this virtual world?

Rebekah Matheny: Communication is key! Both verbal and visual. As professionals, we often send presentation decks to clients before walking them through the information over a conference call. Making sure that you have clear graphic communication that uses a combination of the written word, drawings, diagrams, or tags explaining the conceptual ideas or design strategy is important. Think of this as storytelling and the more you can visually narrate in a clear sequence the easier it is to digest and comprehend. Through telecommuting, you will be able to connect with people all over the world who are in different time zones and speak different languages, so you should allow people to see and even translate the information prior to the verbal presentation over the call becomes more important. 

Working to develop your visual storytelling and communication is a much-needed skill and can be demonstrated through your portfolio as well as your studio project presentations. With that, verbal communication is also critical. So practice your speaking ability as you want to come across as comfortable, confident, and knowledgeable. Presenting virtually is a bit different since you are unable to “read the room” as you typically would, make sure to leave time to pause to let people catch up and also check in with them to make sure they don’t have any questions throughout the conversation. 

What educational experiences should I seek out to supplement my education?

Rebekah Matheny, IIDA, assistant professor of interior design

Rebekah Matheny: Competitions—look at competitions, current or past, as these will help expand your portfolio and give you a chance to keep your mind and skills sharp. IIDA, IDEC, Steelcase, RDI, PAVE—there are many options to choose from. You can also use this time to work on your portfolio, either in creating it or expanding it. You can go back and add to or improve past projects. Or you can give yourself a weekly challenge, like doing one new rendering a week. This not only helps improve and expand your skills, but could become a feature in your portfolio. There are a lot of YouTube skill tutorial videos that you could use to help with this. You could also create your own project assignment, maybe fill the gap of an area you’ve not worked on. For example, maybe you’ve not done a restaurant or a hospitality project, but are interested in doing that professionally. You can create your own prompt and give yourself a time frame to complete it. 

What educational experiences should I seek out to supplement my education?

Rebekah Matheny: Seek out continuing education as well.  Many manufacturers are offering CEU’s, which is a great way to extend your education beyond the classroom, learning the same information as many professionals. I know the IIDA Ohio/Kentucky Chapter is also doing a series of benefactor CEU’s, this is a great way to get connected to your local professions and manufacturers while also extending your education.

I also recommend reading, this situation affords you the opportunity to read books that you might not otherwise have the time for. For example, if you want to expand your understanding of sustainability you might like Cradle to Cradle by McDonough and Braungart, Biomimicry by Benyus, The Upcycle: Beyond Sustainability—Designing for Abundance also by McDonough, or Fashion and Sustainability by Fletcher and Grose. You could also look and see what classes are offered at your university this summer. 

What resources are available to students and educators from associations, firms, vendors, manufacturers, etc.?

Meghan Webster: Rebekah’s point that the global situation has amplified the disparity across the socio-economic and cultural backgrounds of students was spot-on and seemed to resonate deeply with the audience. The Learning from Home component of our Education Engagement Index Survey that we’ve developed is based on this research around diverse learning styles and contexts, underscoring that if we design for all learners (instead of a mythical average), we design for everyone in between. 

The conversation posed some salient questions around what we can apply to future design for learning and working environments based on this abrupt transition to the virtual world. In the wake of the global pandemic, we released this piece that examined this topic as we’re currently experiencing it, and this piece poses a similar question as we look at the much longer term. The immediate situation is forcing us to learn tools and new forms of behavior quickly, and the more we all can gain literacy in this arena, the faster we will be ready for what comes next.

Meghan Webster, AIA, principal and global education practice area leader, Gensler

What is the best advice for new graduates looking for employment with incredible uncertainty?

Rebekah Matheny: First, know that this is temporary, this too shall pass, and we will bounce back. Secondly, know that every experience contributes towards your career development and your personal development. You may have an ideal career path that you had charted out, and right now you may have to take a detour, take a position in an area of practice that wasn’t your first choice, but that experience can be a great stepping stone, add to your skill and knowledge set, and it will lead you back to where you wanted to head. Or maybe it will reveal something new about yourself and set you on a new, and possibly better trajectory. As designers, experiences are cumulative, and every experience is valuable—even if it’s not a “designer” experience — after all, we are designers for and with people.

So let’s say you find a temporary job at a grocery store since that’s in high demand during this pandemic. This will allow you to understand what it’s like to be a worker in that environment, and could lead you to be a more empathetic retail designer in the future. It’s all about how you look at the experiences you are gaining.

Should students still look for fall internships, or wait until the pandemic clears?

Rebekah Matheny: It never hurts to inquire, so I would certainly be reaching out to firms that you are interested in. It’s a great opportunity to establish a connection and to keep the line of communication going. You can express your concern for how the pandemic is impacting the industry and the world, and use this as an opportunity to ask specific questions about how it is impacting their work, their area of practice, and how designers are tackling this issue.

How do you deal with the multiple hand drawn iterations of ideas when learning online?

Jon Otis: My graduate design studio has been more challenging, and no matter what we resolve, it is unlikely to change my belief that working on paper—marking-up, designing, sketching, pin-ups and seeing design at a larger scale off-screen—is better. Then of course there are maquettes, models, materials, textiles and those tactile elements that exponentially enhance the design learning process. That is a vitally missing part of what we do.

Do you think universities will be open starting in the fall?

Rebekah Matheny: I am hopeful that they will! But with all things, I like to hope for the best but plan for the contingency. I, and I’m sure many professors, will be using the summer to develop a plan for teaching on-ground and on-line. It’s a possibility that we may start the semester and then have to shift to virtual later if a second wave of the pandemic hits before there is a vaccine. No matter what, I will be evaluating what worked, what didn’t, and what could be improved from this past experience and looking for ways to bring the best of the experience into my on-ground instruction and seeing innovative ways to bring on-ground experiences into the virtual world.

What do I do about anxiety?

Rebekah Matheny: Mental health is an important issue we are all facing right now. This situation is causing a lot of new stressors we didn’t face before. The stress from the pandemic itself is compounded for many students by the stress of displacement, new working environments, loss of income, removal from their support system of peers and professors, etc. I would begin by looking into what resources your university offers. They may have online tools to help manage stress and anxiety, hotlines that you can call, and/or virtual workshops to help guide students through this. Personally, I would establish a routine that balances your workload with your mental health. This might mean carving out time for yoga or on-line workout classes, taking a nature walk, meditation and breathing exercises, or even just ensuring you get up from your desk every hour or two to stretch and briefly get a change of scenery. Working these actions into your day will also help with the mental and physical toll that being at your desk and in front of your computer all day causes. Having these moments at a dedicated time each day will help you have a rhythm, give you something to look forward to, and also make your mental and physical health a priority.

You can watch the full conversation, and the rest of our Collective D(esign) series here.

If you are a design student currently struggling or preparing for your next steps as you graduate in an uncertain time, reach out to IIDA for support. We’ve compiled a list of resources for students and educators here.

COLLECTIVE D(ESIGN): Human Resources, Opportunity and the New Normal

In response to our rapidly changing world, IIDA brings you a design-focused dialogue on the effects of a global crisis. Watch the fourth webinar in the series today. 

As roles within firms rapidly shift and employees transition to working from home for the foreseeable future, how are firms adjusting their policies to this challenging new normal? Join IIDA Executive Vice President and CEO Cheryl S. Durst, Hon. FIIDA, and a panel of industry leaders for a discussion on the pandemic’s short and long-term effects on people and how they work, communicate, and collaborate within the design industry.

This webinar is registered for 1 IDCEC HSW CEU. To learn how to earn your CEU credit, visit IIDA.org for more information.

Watch all the webinars in the series here.

Panelists:

  • Meg Brown, Principal, Chief Talent Officer, Perkins and Will
  • Ronda Green, Director, Workplace Design and Furniture, Sr. Project Manager , Oracle
  • Amy Storek, Ind. IIDA, Chief Revenue Officer, Pivot Interiors
  • Betsy Vohs, Founder and CEO, Studio BV

The next webinar in the series, Hospitality Design Navigates Change will take place on April 23, 2020, 1:30-2:30 p.m. Central. Register today.