Finding Inspiration – a new process?
Over the past two years in the States one of the most commonly murmured statements – by decoration power spenders and moguls alike – has been “it doesn’t feel right to spend so much money! Keep decorative budgets in control!” This was probably the bell tolling for many well respected high-brow design firms. The French say: “What hurts someone, might serve another.” Indeed, the word is spreading that lesser known boutique firms have benefited from the crisis.
So the laws of economy apply it seems. Leaner, more efficient Design firms are being selected by Adam Smith’s Invisible Hand and are gaining market share! These firms have found the recipe to satisfy need for luxury, without the ostentatious baggage. What is the key ingredient? INSPIRATION! In 2005, SHIRALY surveyed a population of 100 American Design Professionals to understand purchasing patterns. Back then, money was not really an issue. On the contrary, in fact time was what architectural and design firms seemed to lack. The study stressed that 'finding inspiration' was key, and that discovering new creations by manufacturers usually triggered the creative process. To 'find inspiration' design firms admitted to carefully allocating resources (whether human or financial) and adopting processes to optimize their time. Such processes were notorious for programming sales rep presentations during which the firm’s designers and architects could simply step in or out. Sales reps always found such presentations very dry. Another study realized in summer 2009 by SHIRALY, indentified that due to the economic situation, architects and design professionals had more time to meet up with sales reps. This has been an opportunity for sales reps to strengthen their relationship with architectural and design firms, and similarly an opportunity for design professionals to discover more.
Today, it is said that business in shaping up again. So how do Design Professionals operate to find inspiration? What inspires them? The grapevine has it that Design Centers, magazines, specialized websites and tradeshows have all experienced a change –to put it subtly - in purchasing habits by Design Professionals. As the tradeshow season is ending, those of us lucky enough to have visited at least one of those mainstream venues (Atlanta, Chicago, Las Vegas, London, Milan, New York, Paris...) have probably noticed how successful (or not) each show has been at bringing in the most creative manufacturers and convincing them to present their latest productions in order to attract the most Design Professionals.
And the question is: has this seasons’ tradeshows been a good source of inspiration for Design Professionals? Pre and post crisis small talk around a cup of coffee or a martini invariably triggered disillusioned comments about what is on display during tradeshows. It is not a surprise that tradeshows are not the strongest source of inspiration. And I refer to a comment said in confidence by a rug designer in lower Manhattan during one of the very first Architectural Digest home design shows in New York: “I never exhibit my latest stuff. It will be knocked off immediately!”
So beyond attending tradeshows, have Design Professionals gone back to pre-crisis resource allocation and time management to find inspiration? The crisis requiring resources to be used in a wiser fashion, the rug-man’s comment has the revealing power of a gospel! As I try to persuade talented manufacturers to come on board the SHIRALY.com, many tell their story. For the most part, manufacturers fuel up on inspiration just as much as Design Professionals do. Inspiration is what they use to compete with productions complying with looser work regulations and ethics. As a result, manufacturers feel they need to build a trusted relationship before unveiling the production of their creative team. Design Professionals willing to tap into such sources of inspiration need to show more consideration for the manufacturers than programming a presentation. An easy way to gain a manufacturer’s trust is to pay a visit during a tradeshow. Not an easy task when the tradeshow is overseas.
But what if the show is taking place right in your city? At the end of the month of June, handpicked French manufacturers will be exhibiting in New York City. In addition, if you are interested in knowing more about European productions, SHIRALY.com is a good place to start. You can create an account or sign up for the newsletter, even comment on what is posted, all for free. Only make sure to keep the news to yourself. You do not want to share all your good sources!
Anne-Pierre de Peyronnet
Editor
SHIRALY, s.a.r.l.