Our Mark Hirons contributes extensively to a new piece from Interior Design titled, “Why Design is More Than Pretty Pictures,” that focuses on the importance of evidence-based design, data and experience.

Early in the article, Mark shares, “Informed design at the onset of a project leverages baseline comparisons to offer the client context and an enriched design consultancy experience. Design should be behavioral-focused and use relevant data as a means to explore ideas. Each project is unique. Ultimately, it’s a fine-tuned process that, while working with the client over time, results in a meaningful environment and often a portfolio of thoughtfully designed spaces.”

The full Interior Design piece – which includes images from Mark’s work with CJ Corporation and Roche – can be read online. Below are key excerpts:

On design as catalyst, space as innovator
As a well-illustrated example of this EBD principle, Hirons shared a recent client experience where a leading biopharmaceutical company in Korea wanted an environment that spoke to its brand reputation of being a global leader. After meeting with the client, CannonDesign realized the company needed to provide a space that supported its employees throughout their entire day.

“They wanted a work environment that infused the elements of collaboration, innovation, reflection, and a holistic perspective,” explained Hirons. “We delivered more than 50 different settings—from a living forest and micro-kitchens to seminar rooms and sleeping pods—that spoke to the idea of being the only one. We looked at each experience a person could have throughout the day and how the spaces could support productivity and infuse innovation. Ultimately, design was the catalyst to create a completely unique environment to enrich their staff members’ lives everyday.”

On the role of the designer
The designer’s true role is to help clients deploy principles of EBD, explore ideas to tell a client’s story, and enrich their experiences—all while pairing a keen understanding of maximizing dollars spent.

Hirons agrees and left us with this: “Authority is given. Trust is earned. You have to build that trust with clients by listening and responding with value-added ideas that inspire. Every project should stretch for the unexpected. And it always should enrich the lives of each client and support them to become even more successful than imagined. We have to use our professional toolkit of data analysis, creativity, and empathy to realize that end result for them, while building the highest level of trust in us to guide them.”

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