Perspective: Business of Design

Design is about so many things: beauty, functionality, accessibility, the deft use of space. It’s also, in no small part, about business. Bottom lines, branding strategies, client acquisition and retention, and the art and science of entrepreneurship—these considerations are essential to the commercial design industry as a whole, and the success of individual designers.

At IIDA, we are proud to work with many solo entrepreneurs and some of the industry’s largest firms, all working in the business ecosystem we share. That interconnectedness is important to recognize: now more than ever, we need each other to succeed. Inspiration, solutions, support and those super-smart tactics for dealing with the nuts-and-bolts of business can all be found within design’s community of experts. It’s an invaluable resource as we all look ahead to design’s next iteration, and IIDA is a key connector between you and necessary expertise.

You can find one example right here: in the new issue of Perspective, we dive deep into the business of design, giving you an inside view on how a family-owned furniture manufacturer is reinventing itself through the lens of high fashion; reflections from designers on what they wish they knew when launching their firms; and a brief guide to being an effective leader. There’s a lot more to know in this issue, but you’ll have to read to find out—don’t miss out on this design business wisdom.

One final note: Perspective will soon be delivered to you in a new format, as a newsletter! Watch your in-boxes for our snazzy new cover design, and tap into the entire issue in one place. We think you’ll enjoy it; it’s created with your ease-of-use in mind.

Now, let’s get down to business.

Cheers!

Cheryl S. Durst, Hon. FIIDA
IIDA Executive Vice President and CEO

Members Only

In this members-only exclusive Kurt Vander Schuur shares with us about his passion for music, who in the design world he skiis with, and his secret to to an authentic sangria. Read more

Cover Story

Kurt Vander Schuur, Haworth’s global brand director, explains the evolution of the Haworth brand—the family-owned company famed for their beautiful office furniture and now has a vast portfolio of brands and makes everything from elegant outdoor furniture to Ferrari car interiors. Read more

What do lobster rolls, Antoni Gaudí, and a Chinese urn have in common? Chicago design studio House of Hunt. Find out the foods, figures, and design items House of Hunt ’s key figures, including founder Holly Hunt, can’t live without.
Read more

How to X

What makes a great leader? IIDA’s Executive Vice President and CEO, Cheryl S. Durst, Hon. FIIDA, shares her secrets and go-to tactics for great leadership. After all, she’s an expert in both design and organizational stewardship, having led IIDA for more than 25 years. Read more

High 5

Five designs from around the world that seem to contradict the nature of their materials—and suggest that nothing is ever quite as it seems—from seating that evokes crumpled notebook paper to a supple cushion carved from stone. Take a look

Talk Talk

Members and business owners Brian Graham and Tobi Wray agree—there's no way to know everything when you start a business. We ask both, "What do you wish you knew before you started your own business?" Learn more

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Sustainable Futures

“Begin with what’s left over. Turn it into what will last.” That’s the guiding philosophy behind Emeco, an 80-year-old sustainable furniture company. Owner Gregg Buchbinder shares how Emeco evolved from war-time roots to working with iconic designers. Read more

Day in the Life

Spend a day with designer Jezarely Miguel—founder of Matiz, an artisanal rug company, and the 2024 Anna Hernandez/Luna Textiles Award winner—and read her advice for those looking to start their own design business. Read more

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Reimagined:

The Royal Hotel blends classic British formality with the laid-back charm of rural Ontario. The design concept is full of the unexpected from a dew-dropped mushroom ceiling to “petrified textiles,” and pays homage to its history with a wink. Take a look

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Faye Toogood:

Explore Faye Toogood, one of Britain’s most innovative designers, boundary-pushing work across sculpture, furniture, fashion, and interiors. Toogood reflects on her art history background and what she calls her “informal design education.” Read more