Interview with Priyanka Puri

Priyanka Puri ("PP") interviewed on Friday, 24 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

PP : I first studied engineering and that informs my design work. It was much later that I studied interior design. Hence for me science, art and craft are equally important aspects of the design process. This became my point of opportunity and differentiation as a designer. I have been in the field of interior design for the past decade now and see my future in it.

How did you become a designer?

PP : I think I could have done almost anything and done a decently good job of it. I was always academically bright. I believe in the ideal of the renaissance man. My life decisions brought me into the field of interior design through a meandering path and now I am lovingly committed to this profession.

What are your priorities, technique and style when designing?

PP : Design style needs to adapt to the project brief. So do the techniques. However, design priorities do remain constant across projects for me. I prioritise research for any interior design project. It is critical for me as a designer to understand and internalise the purpose of each design project, to support my design choices and to put some context behind the design through effective research. Another important aspect in interior design is knowledge of materials since it is an ever expanding field and the right choice of materials can make or break the design. Third, the role of technology in design is carving out an evolutionary path for it. In the field of interior design in particular, virtual reality and augmented reality tools are set to take centrestage.

Which emotions do you feel when designing?

PP : The design process is and always has been an emotionally diverse experience for me.There are periods of joy, excitement, gloom, fear and even surprise. The only consistent emotion throughout the design process is my love for design. Realisation of design and the sight of a functionally and aesthetically rich built environment every time a project is delivered is a proud moment. It is the most tangible aspect of this profession and deeply satisfying.

What particular aspects of your background shaped you as a designer?

PP : My engineering background informs my design work. Hence for me science, art and craft are equally important aspects of the design process. For me design transcends a single discipline. In 2011, I started our journey in interior design with my interior design studio by the name of Viaanca Interiors. We started by designing offices. For the past couple of years, we have amassed a portfolio of high end residences. We now have a portfolio of projects across residential and commercial domains with a distinct identity.

What is your growth path? What are your future plans? What is your dream design project?

PP : Its only a year back that I started to delve into hotel interiors and that holds an exciting future for me and my design studio. My ultimate goal as a designer is to put my work into the public realm.

What are your advices to designers who are at the beginning of their career?

PP : Young interior designers can benefit from guidance of a good mentor in the field. My advice to them would be to keep growing their knowledge and expertise of new materials and softwares. Take time off to travel to look for new sources of inspiration and most importantly to put their work out there.

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

PP : Design is purposeful. It is successful if it meets its purpose. In the case of interior design, the most prominent role of the design is to evoke the desired emotion in its inhabitants. So even with all the creative freedom I may take and the myriad of design inspirations that I am constantly on the lookout for; I still keep coming back to the purpose stated by the design brief.

What is your day to day look like?

PP : I start my work day by reading design blogs and websites that I follow for creative inspiration. Then I begin by checking my emails and make my to-do list for the day. I then engage individually with my team in order to guide them, give them deadlines if required and monitor their progress. Afternoons could be more of the same, meeting up with clients or site visit.

How do you keep up with latest design trends? To what extent do design trends matter?

PP : Trends can be points of inspiration for a design. However, they cannot set a design. A good design addresses many other criteria and most importantly the design brief. On the other hand, a well designed interior project does set trends for those who want to follow or be inspired. So I do keep abreast of design trends but they may or may not find their way into my design since it is purely contextual.

How do you know if a product or project is well designed? How do you define good design?

PP : Good design meets its stated purpose. Design may be judged holistically across diverse aspects of functionality, aesthetics, sustainability, innovation, culture and more. However the single most important aspect that I use intuitively to tell a good design from a a bad one is the emotional response it brings out. A good design is always simple in that you can imagine it no other way and that it belongs. We may try to distinguish good design from bad through innumerable criteria and design principles but they don’t always hold true.

How do you decide if your design is ready?

PP : The design in not complete until the designer and the client are both satisfied in that moment. Having said that, design like a work of art is never really complete. However, for all practical purposes we need to meet deadlines and work as per the interior project schedule.

What is your biggest design work?

PP : The Fazlani Residence which got us the bronze A’ award for 2018-2019, is a project very close to us.We were involved in the project for 2 years. Our challenge was to design a contemporary luxury home mindful of its ecosystem. Prominent mosques in the vicinity and the modern Islamic architecture of the building itself became the inspiration for our design. The Fazlani residence recreates the visual language of its neighbourhood rendered in a new light.

Who is your favourite designer?

PP : There are many international and Indian interior designers who are creative and inspiring. It is very hard to just pick a few but since I have to - it would be Kelly Wearstler as the international designer and Shabnam Gupta back home in India who I would consider contemporary design legends.

Would you tell us a bit about your lifestyle and culture?

PP : I live in India which is a culturally rich country and very diverse cultures coexist within India. This cultural heritage is a part of who I am and so it does influence my work. In fact, being in the midst of such pluralism and fusion of culture, one can never run out of sources of inspiration.

Would you tell us more about your work culture and business philosophy?

PP : We endorse a professional work culture when interfacing with our clients governed by effective time management, adherence to deadlines, effective resource management and communication. For our employees, we believe in a healthy life-work balance and encourage work from home opportunities since anyway our work demands a lot of travel to project sites.

What are your philanthropic contributions to society as a designer, artist and architect?

PP : As designers, we are committed to society and environment. In the case of interior design, we are foremost responsible for designing spaces that promote healthy well being and sustainability. Sustainable efforts such as up cycling, buying local and actively seeking energy efficient materials are being encouraged widely. For young interior designers, we offer them internship opportunities.

What positive experiences you had when you attend the A’ Design Award?

PP : The A’ design recognition has boosted our brand and given us a sense of achievement. Awards and competitions allow designers to showcase their work to the world and to their peers and are an important milestone in any designer’s career. They also allow us to ponder on our past work and sense of purpose as designers- an opportunity for reflection and introspection. Finally, any recognition of our work is deeply satisfying and gives an impetus to future design work.

Priyanka Puri Profile