What are the key factors to winning a commercial project?
VS: Being able to listen. The ability to Listen to what the Client expectations are; the ability to Listen to what the Market expectations are; the ability to Listen to what the future might bring. And then outline a process for crafting what you hear into something that is both pragmatic and yet transformational.
GV: To win a project, a designer needs to connect with the client and a project, understanding their needs and bringing a different approach to the table that is fuelled by passion. To create a winning concept, you need to consider not only the interior design, but the business and service design models. in doing so, you will deliver not just an interior design concept, but a whole experience.
HB: It all comes down to understanding the client, the brief and the site location. The designs must be crafted individually for each project.
MV: Ultimately, the key factor is to be professional. Of course creativity is essential but I am taking this as a given amongst design companies. What makes the difference is professional advice and professional judgement; these help deliver projects that are both beautiful and commercial. Professionalism certainly helps win the second and third job from the same client. You could say it creates loyalty.
Is the client’s brand ID more or less important than it used to be for commercial clients?
MV: It’s certainly more important for our hotel clients as competition increases, not just among hotels but with other types of accommodation, and all these offerings are there for guests to see at the click of a mouse.
GV: In the past, the brand identity held centerstage and were more or less untouchable. Companies were convinced that if you had a strong brand that was promoted through advertising and marketing, it would be successful. Today, brands are no longer alone in a spotlight and are instead required to connect with their guests on a more equal level and evolve with the changing markets.
VS: Absolutely, this is their identity, who they are, who they want to become and being able to tap into their DNA and continue build and evolve it is critical.
HB: It is imperative, more than ever, for the client’s brand ID to have strong clarity. The core identity and brand message must be intricately woven into every detail that the guest interacts with. Specifically for hotel operators, design is a clear manifestation of the brand, the service it provides and how their staff engages with its clientele.