CAI-NJ Nov. 2019(w)

DESIGN: THE SILENT AMBASSADOR OF YOUR BRAND By Carrie Fusella, Design Alternatives, Inc.

G ood commercial interior design encourages guests, residents, and potential customers, or whomever your target market may be, to learn more about your business. No matter what, it is important to make your establish- ment stand out. In order to do this, you must be open to keeping things fresh and re-visiting your design inspiration from time to time. Most importantly, think about good com- mercial interior design as an opportunity to tell your brand’s story. Know When It Is Time for A Change Property managers or facility owners can get complacent in how interior design is affecting their space. Dated finishes, old or sometimes damaged furniture, and worn-out pieces are important indications that it is time for a revamp or renovation. These items can make it look like the facility doesn’t care about the space or the people living or working in it. The best spaces speak to a brand’s overall ethos while also being a representation of the people they serve or the community that lives there. Impactful commercial interior

design should be a projection of the company’s brand stan- dards and values, coupled with a high regard for capturing the spirit of your clients and the true essence of the space. If you look around your space and feel it looks dated, it probably is. Don’t be afraid to take a step back, evaluate the space, and discuss with a professional what can be improved upon and evolved to better represent your brand, and meet current design standards and facility needs. Function Still Matters Great commercial interior design is a balance between form and function. As a building gets older, its intended use may change. Or, the population may have grown and there is a new need to re-evaluate how the space is used. When considering a redesign, evaluate the function of the building, in addition to its overall appearance. This requires having a master plan that clearly outlines the affordability and feasibility of the project and then address- es the design themes to integrate into the overall aesthetic. Your commercial interior design firm should always CONT I NU E S ON PAGE 32

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