With ‘Finding your lane’ being a topic that Hotel Designs will explore in the first episode of DESIGNPOD, we asked Samantha Crockett, Director of Harris Jackson Interior Design Studio, what makes her design unique…
Very recently an acquaintance of mine Jacqueline Goddard of Atticus Arts wrote an article for her blog & LinkedIn asking, “What was our USP?”.
It struck a chord with me as, while in lockdown, I have been trying to find a way to differentiate myself from other small Hospitality design studios out there.
What makes me unique in an industry that is saturated by designers that have been through the design school/University system? What can I offer my client that makes me differ from all the rest?
Jacqueline states: “What differentiates us from another is our life’s experiences”. Undoubtedly these experiences will be unique to every individual. My instinct is that no client can decide whether they want to take on my services unless they can resonate with what I have to say. And by that, I mean, what is behind my passion for hospitality design? Why do I do what I do and how did I get here? What makes me? What makes me an informed designer that will create & inspire. Why should a hotelier approach me to design their hotel, members club, Golf club, show home to name but a few?
Firstly, my love on interiors and design stems back to when as a young child l would build Lego models of my ideal home which then shifted into creating my own interior design projects in sketchbooks, tracing textile designs from Colefax & Fowler and drawing differing scales of pattern to place into a space. This was usually my then minuscule bedroom in my family home in West London. I constantly had my head in a sketchbook drawing and sketching what I saw around me. I wish to this day I had the time to still do this.
However, alongside this love of anything design related was my passion for live performance, theatrical arts and film. I would devour the old black and white films from “To kill a Mockingbird “ to “12 Angry men” to Some like it hot”. I would sing and dance & memorise all the routines from the Hollywood film musicals such as “Oklahoma”, “Oliver “& “Cabaret”. My family would spend spectacular evenings in London to see the latest big musical show that had hit the West End. Even to this day I remember the feeling of excitement as, sitting on those plush red velvet seats, the lights dimmed, and the curtains drew back to reveal stunning sets and characters while the orchestra launched into their overture. Those days of peering over the seat in front, chin resting on hands, stays with me to this day. That feeling of need to distance my actual surroundings and the story unfolding and the sheer joy that was beheld in that proscenium arch in front of me.
With a mother & grandmother, ballerinas in large scale Ballet productions pre and post war Europe accompanying Anna Pavlova & several other family members working as empresarios, my love of theatre and spectacle was entrenched in my psyche.
Rather than follow the traditional route into Interior design by studying at University or one of the established private schools such as KLC or Inchbald. I followed my heart by studying Set & Costume design combining my 2 passions design & theatre. Whilst studying, my Saturdays were spent working my way round every department of what was then Terence Conran’s Habitat. The interiors bug re-awakened.
What my studies taught me was that at every moment theatrical design has to resonate with the audience, to create an emotional reaction, depict a story, which in turn allowed for a longstanding memory. We had to work with the script to develop the character through setting, costume, texture, colour, sound & light. Create the world in which these characters lived & breathed. I can still recall so many details of the sets from the various productions I saw through the 80’s & 90’s down to the intricate detailing in the handmade period or contemporary costumes created for individual characters. My professional career took me to the worlds of Cole Porter & Bob Fosse musicals as well as French restoration comedies through to 1950’s American comedic theatre. They all have contributed over the years to this wealth of reference and the attention to detail stands me in good stead to this day when specifying the FF&E for projects I have worked and collaborated on.
Theatre is all about working as a team, it is a collaboration. One cannot work without the other. Just like in hospitality interiors. The designer cannot create without the client, the brand, the contractors and ultimately without the final experience that the hotelier/group want to impact on the guest. I learnt how to deal with personalities from directors to lead actors recently moved over from LA to tread the boards after decades of Hollywood film work. One cannot underrate the nerves that even the highest paid performers experience when stepping out onto that stage again. We had to reassure, understand & above all, listen. A skill often forgotten.
So, in hotel design how can we create these memories & experiences that will last a lifetime inspiring the guest to come back for more and how do we translate them into the hotel interior? We, the designer, have to tap into that unseen, sometimes un-describable reaction that we get from a given environment, location or atmosphere. Once we have succeeded, we are creating long lasting memories for hundreds of end users who we hope to entice back for another unforgettable stay.
Not only was my background in design and theatre a pre-cursor to my now passion for hospitality environments. But after graduating a stint in the Sales & marketing of luxury interior products instilled me with a desire to keep learning about innovative products & manufacturing. I learnt about the procurement process, what can be achieved by working alongside suppliers, manufacturers & crafts people to create a given look within a budget. It taught me how to design beautifully bespoke details that run through my work today. A move into Interior design in the early 00’s brought a number of years designing high end residential interiors, but it was always the hotels that drew my attention.
With this product knowledge came a sound sense of style and design history. I can be given any brief placed throughout time and place and produce an interior that demonstrates both a correct historical reference point but also empathy. Just imagine walking into a Lobby area where the whole effect takes your breath away! This is not just interior design but pure theatre!
One cannot realistically expect to understand what the client wants in a brand/Interior unless you understand human emotion, desires, ambitions, history, religion and culture. I often write about how important the locality and community are for a boutique hotel brand. Maximising on what is local to the property both geographically and naturally as well as culturally. My many travels and experience of living and working both in the Middle East (Dubai) and Asia (Hong Kong) have introduced me to many distinct and different design styles and cultures. How can I design an authentic space if I have no point of reference? How will my design be believed or resonate with the guest if I have not travelled to or experienced the culture? While designing luxury hotels across Asia I was called on to draw on my expertise in classical European interiors & architecture for a palatial project in Dubai. Whether right or wrong it was my heritage and European education that benefited this collaboration.
So, when considering what is “my” USP within this exceptional industry and what makes me distinctive, I quote another acquaintance Clare Farthing, business strategy coach, who I have had the pleasure of working with over the last few years: “You are your business”. My USP is my life’s journey and everything that is encompassed within that. No other individual will build on the same training, life experiences and responses. So, when I look back at what I have accomplished it is definitely with a sense of uniqueness that I am what I am and bring to the table a “rich theatre of life”.
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Main image credit: Harris Jackson Design