APID launches Festival of Design
Three-day event to highlight value of interior design
The Association of Professional Interior Designer (APID) has launched the Festival of Interior Design 2011.
The three-day festival will run from October 22 to 24 and will consist of a series of design-related events, anchored by a one-day congress. A pavilion at Index will act as the home of the festival and a lynchpin for various activities.
APID will provide a framework for the festival, in the form of a brand identity and website. From there, the event will evolve organically into a city-wide celebration of design, explained Christian Merieau, managing director, Middle East, of Samuel Creations, a member of the festival’s organising committee.
“We looked at other such events in Singapore, Brighton, Milan and London. They have created the kinds of festivals where there is a core event and then the city gets on board. So we are creating a platform with the website and with the logo and basically all kinds of events are going to grow from there.”
The event is underlined by five key objectives. ‘Educate’ will increase awareness of the interior design industry amongst the general public and industry professionals; ‘Celebrate’ will pay homage and celebrate the significance of the industry in both traditional and modern Arab culture; ‘Encourage’ will promote and discover emerging talent in interior design; ‘Highlight’ will provide the necessary attention and focus on innovation and new design trends; and ‘Collaborate’ will promote and strengthen partnerships with similar interior design-based groups and associations.
“It’s not just for the interior design community,” noted Karen Hay, founder of Stickman Tribe, who is also on the organising committee. “It is for the whole community. It is really to create awareness and put a value on the services that we provide.”
The festival will feature key events like exhibitions of design portfolios and installations; city centric design trails and visits to key landmarks, hotels, schools and art galleries; lectures from world renowned designers; open masterclasses; workshops; professional and student competitions; an interior design award programme aimed at honouring innovative designers; screening sessions of interior design based films and other parallel events.
Ultimately, the event will aim to increase the visibility and credibility of APID as an organisation. “APID has done some great things but it does not have the visibility that it should. The Festival will give it that visibility,” said Merieau.
So far, response to the launch has been positive, said Merieau and Hay. “The feedback that we’ve had so far is that everybody wants to be a part of it,” said Merieau. If we create a platform that is reassuring enough, that doesn’t cost much and is easily accessible, people will be interested. Of course, in order to obtain the log and access to the website, each project has to be validated by the committee. We have to make sure that it adds value to the overall event.”