First Look! 👀 Not Just a Pretty Space, in discussion with MCM: "A nice space is a given, that's not what we judge success against"

02/27/24 • 8 min

🤖 How do we to combine human and AI capabilities to unlock the full potential of AI in workplace design? 📖 Why must designers must incorporate storytelling into their work to effectively communicate? Deepak Parmar, Design Director at MCM. Deepak’s outstanding career, launched from his BA Honors in Interior Design at Kingston University, then rapidly progressing into leadership roles at Claridge Architects, Morey Smith and Edge. The past 8 years has seen Deepak in the honourable position of Design Director for the award-winning, global practice, MCM Architecture. Emily Fiddes, Associate at MCM, Prior to entering the world of workplace design, Emily graduated from Northumbria University achieving Master of Architecture, Distinction in Architecture and a BA Honors 2:1 in Architecture. Entering IA Interior Architects as a junior designer, to becoming an associate and working on projects across EMEA, all within 4 short years. Emily then moved over as a senior workplace consultant at the award-winning, global practice, MCM Architecture. Here Emily has been focusing on client workplace strategy, spanning across tech giants, legal and financial through to public authority sectors.

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undefined - Sarah Wakefield, Creative Director at Jolie Studio and former Soho House designer: "if we design by emotions then it really does stand the test of time because we're avoiding trends"

Sarah Wakefield, Creative Director at Jolie Studio and former Soho House designer: "if we design by emotions then it really does stand the test of time because we're avoiding trends"

We chatted to Sarah Wakefield, Creative Director at JOLIE. Previously, Senior Interior Designer at the world-renowned hotel and private members' club, Soho House. Working on award winning projects, including The Ned in Doha and Soho House in Manchester whilst establishing the first Soho Works in UK and being part of the team to establish the concept in the US. Now leading the design team at JOLIE she delivers longevity to space design by paying special attention to the invisible aesthetic, creating immersive, multi-sensory experiences. After she joined Jolie in 2022 and built out their Manchester team and set up the London studio, JOLIE then went on to win Design Practice of the Year, Mixology North, award.

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undefined - Deepak Parmar, Design Director and Emily Fiddes, Associate at MCM: "I don't believe design is about aesthetics, I believe it's about inspiring change"

Deepak Parmar, Design Director and Emily Fiddes, Associate at MCM: "I don't believe design is about aesthetics, I believe it's about inspiring change"

A discussion between our inspirational panel;

Deepak Parmar, Design Director at MCM
Emily Fiddes, Associate at MCM
Tracy Drury, Product Creative at Stansons
Wesley Bradshaw, Product Creative at Stansons

👀 Why its important to have a clear vision and understand what you want to achieve before designing a space, rather than simply adding various elements that may not be necessary. 🗣️ Are ongoing dialogues and collaboration with clients, rather than relying solely on surveys and quick consultations important? Deepak Parmar, Design Director at MCM. Deepak’s outstanding career, launched from his BA Honors in Interior Design at Kingston University, then rapidly progressing into leadership roles at Claridge Architects, Morey Smith and Edge. The past 8 years has seen Deepak in the honourable position of Design Director for the award-winning, global practice, MCM Architecture. Emily Fiddes, Associate at MCM, Prior to entering the world of workplace design, Emily graduated from Northumbria University achieving Master of Architecture, Distinction in Architecture and a BA Honors 2:1 in Architecture. Entering IA Interior Architects as a junior designer, to becoming an associate and working on projects across EMEA, all within 4 short years. Emily then moved over as a senior workplace consultant at the award-winning, global practice, MCM Architecture. Here Emily has been focusing on client workplace strategy, spanning across tech giants, legal and financial through to public authority sectors.