Follow along for a look inside the 2018 Be Original Americas Student Design Fellowship as Defne and Janell explore the world of design.
Defne: Although they both have a similar handmade approach in creating wallpapers, Flavor Paper and Sarkos both have a very distinct style. Flavor Paper’s style was funky and vibrant whereas Sarkos’s was classic and chic. Flavor Paper and Sarkos were both equally unique with their use of different mediums and techniques. Flavor Paper produced wallpaper with scents and screen-printed some designs on mylar whereas Sarkos used gold leaf and various brushes and rollers to execute their style. Flavor Paper also works with independent designers and has multiple branches whereas Sarkos is a one-person company so their production timelines and number of collections were different. Their target market also differs depending on the personal preferences of the customer.
Creating through hand-painting, one of the unconventional techniques utilized by Sarkos.
Janell: While both companies share a design field, the opportunity to spend a day shadowing Flavor Paper and Sarkos highlighted the differences between the two. It is immediately apparent that they each have a distinct and contrasting style from the other, but their approach to design and production also differs. With its beginnings as an effort to save hand screening equipment, Flavor Paper’s technique was established by the tools given. But through experimenting with a variety of materials and even applying scratch and sniff ink, they have continuously found ways to be innovative despite using a more traditional technique. In comparison, Sarkos utilizes unconventional ways of hand painting to create a more minimal yet experiential wallpaper. Ranging from layering iridescent paint to gilding, the variation in techniques throughout the collections is Sarkos’ biggest strength.
After learning about marketing at Design Within Reach, what is your impression about the business side of the industry and how it fits in with manufacturing & designing?
Defne: There were so many steps to consider while marketing a product. From store layout to advertising to the right people at the right time, the marketing strategies had to be planned meticulously for the product launch to be successful. Finding the balance of interest between the client, the designer and the company was a main focus of Design Within Reach that made me appreciate the marketing side of design. It made me realize that designing a product is just the beginning of the whole design journey.
Design Within Reach CEO & Be Original Americas President John Edelman gives the fellows insight into the business side of design.
Janell: With little to no marketing experience beforehand, I found it very insightful to see what comes after the design process. John Edelman mentioned to us that you can’t just design something, you have to sell it — and that really stuck with me. While I initially thought marketing was limited to analog and digital advertisements, Design Within Reach proves otherwise by going above and beyond for their clients. This was particularly evident through their studio or showroom, where the layout is thoroughly designed for ease of use and understanding. The staging definitely sets the tone for each product and allows the customer to live in the furniture, not just look at it.