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"It’s all about matching the energy of a brand": A day in the life of interior designer Kirsty Vance

The article offers a detailed look into the professional life of Kirsty Vance, Associate Director of Interior Design at I-AM, an experience design agency. Vance's role is characterized by its dynamic nature, covering diverse projects in hospitality, food and drink, and retail banking, with notable clients such as Hedinn Bar & Kitchen in Iceland, KFC, and Sides Restaurant. She emphasizes that there is no typical day in her profession due to the variety of tasks involved, from preparing workshop materials and building 3D models for concept visuals to managing technical details for drawing packs. Her work is significantly influenced by hybrid working arrangements, allowing focused individual work from home and collaborative team sessions at the Shoreditch studio, where designers, directors, and account managers converge to review ideas and create. The scope of her involvement spans the entire design process, ensuring a constant influx of varied challenges. Vance shares her pride in two particular projects. The first is a hotel experience inspired by creator culture, which she found fascinating for its creative brief that encouraged pushing boundaries and incorporating humor through a 'parody' theme. The second is the Hedinn Bar & Kitchen in Reykjavik, Iceland, where the design concept was directly informed by the site's history as a steel factory and the dramatic Icelandic landscape. She describes translating the contrast of 'man versus nature' into organic forms and radiating chainmail drapes, creating a breathtaking dining experience. Visiting the completed space after the global pandemic was a particularly special moment for her. A significant challenge Vance discusses is imposter syndrome, a common struggle among professionals. She highlights that a genuine belief in one's work can cultivate confidence, which clients recognize as passion and expert energy, ultimately adding value to projects. Her early career provided crucial exposure to multidisciplinary studio environments, where she collaborated with graphic designers, gaining insights into creating comprehensive 'brand worlds'—a concept that has since become second nature to her. Vance defines an on-brand space by its ability to match a brand's energy and guide customer experiences subtly. She stresses that effective branding in physical spaces goes beyond overt messaging, focusing instead on sensory details like material textures, ambient sounds, and interaction dynamics, which collectively trigger emotional responses and create memorable narratives. Customer journeys are crucial for identifying potential issues and opportunities for enhancement, and these journeys must be tested against customer missions to ensure not only fulfillment but also enhancement, often aligning with digital touchpoints. I-AM employs various in-house tools for preliminary project stages, including Customer Journey workshops for idea exploration, Brand Key workshops for defining brand positioning and expression, and the application of Brand Archetypes to shape tone of voice and behavior. A core aspect of their methodology is creating detailed customer profiles to inform 'People Inspired Experiences.' When faced with creative blocks, Vance turns to unconventional sources like articles, stories, and folklore for inspiration, finding that unusual references often spark new ideas. Her dream project involves community-based initiatives, as explored in I-AM's 'Life-Led trends report,' aiming to create spaces that are meaningful and positively impact collective well-being. Her advice to her younger self would be to continuously ask questions and share ideas, as discussions are instrumental in leading to innovative outcomes. #InteriorDesign #BrandExperience #CreativeProcess #ExperientialDesign #CustomerJourney #ImposterSyndrome #DesignPhilosophy #CareerAdvice #CommunityProjects #InteriorDesign #BrandExperience #CreativeProcess #ExperientialDesign #CustomerJourney #ImposterSyndrome #DesignPhilosophy #CareerAdvice #CommunityProjects
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