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2018 Media Kit perspective 1

2018

KITMEDIA

p e r s p c t i v ee


DEAR PERSPECTIVE ADVERTISER:

Perspective is the thought leadership journal of the International Interior Design Association (IIDA), the leading membership association for commercial interior designers. Collectively written and edited by design journalists in collaboration with IIDA, Perspective offers fresh points of view, bleeding-edge case studies of interior design today—including workplace, healthcare, hospitality, education and retail spaces—and thought-provoking deep dives into the issues shaping the industry. Targeted to a dedicated readership of design principals, design directors, and professionals practicing at every level in the industry in firms around the world, the magazine offers readers a unique “perspective” that designers appreciate, share, and archive for future reference and inspiration.

As an Association, IIDA promotes the industry of commercial interior design and supports designers who play an active role in determining how the complexities of the built environment affect society at large. As an extension of IIDA, Perspective reaches beyond your local community of interior designers, engaging an audience of more than 15,000 members across 58 countries—many of whom are practicing at the highest levels in the industry—with a distinctive voice and clear purpose.

Show your support of the industry while reaching influential design professionals with your messaging and products. Based on our surveys of Perspective readership: • 63% saved their Perspective for future reference.• 29% filed an ad for future reference. • 25% discussed an ad with a colleague. • 81% say they learned from the ads.

We have special advertising opportunities for IIDA Industry Members, including complimentary half page ads for new members.

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Cheryl S. Durst, Hon. FIIDA, LEED APEXECUTIVE VICE PRESIDENT AND CEO

FROM IIDA

Perspective reaches beyond your local community of

interior designers, engaging an audience of more than

COUNTRIES.58

15,000MEMBERS

ACROSS

“

“


MISSION Published three times a

year by IIDA, Perspective is

unique from other design

publications. The thought

leadership magazine focuses

primarily on the professional

practice of interior designers,

the business of design firms,

and the development and

education of the design

community. Perspective

features a range of voices

from individual practitioners

to the world’s largest design

institutions, from clients to

educators, manufacturers to

social influencers. The goal

of each issue is to expose

readers to a diverse set of

methods and approaches to

the practice of design, and

show how design deliverables

and outcomes can be

affected by these ideas.

ABOUT IIDAIIDA is the Commercial Interior Design

Association with global reach that

supports design professionals, industry

affiliates, educators, students, firms, and

their clients through a network of 15,000+

members across 58 countries. IIDA

advocates for advancements in education,

design excellence, legislation, leadership,

accreditation, and community outreach

to increase the value and understanding

of interior design as a profession that

enhances business value and positively

impacts the health and well-being of

people’s lives every day.

AWARDSPerspective consistently receives coveted honors from an array of respected

associations year after year. Perspective’s distinguished awards include:

ASAEGOLD

CIRCLE AWARDS

Winner, Print Magazine,

2016

OZZIE AWARDS

Silver Award, Best Overall Design, Association/

Non-Profit, Spring 2008

Winner, Redesign, Association/

Non-Profit, Fall/Winter 2016

Silver Award, Design

Excellence, 2011

Silver Award, Excellence,

2011

Gold Award, Design

Excellence, 2010

Gold Award, Single Topic

Issue, Summer 2007

Gold Award, Magazine

Redesign, Fall/Winter 2016

EXCEL AWARDS CONTENT MARKETING

ASSOCIATION AWARDS Best Print

Publication – Design, 2017

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TYPICAL CLIENTS OF OUR READERS are 88% commercial and 12% residential.

READERSHIP

Our readers TAKE ACTION when

they see a product or service ad in

Perspective that interests them.

63% saved Perspective for

future reference.

38% clipped or copied an article.

29% filed an ad for future reference.

25% discussed an ad with a colleague.

21% passed an ad on to others.

Our members’

AREAS OF PRACTICE include:

34% Corporate

17% Residential

14% Healthcare

14% Hospitality/Retail

6% Facility Planning & Design

6% Government/Institutional

Our members specify the

following types of PRODUCTS AND SERVICES: 76% Paints/interior finishes

75% Carpet

75% Floor covering

74% Fabric

68% Tile/granite/stone

67% Laminates

62% Wall coverings

62% Contract/commercial

60% Lighting/commercial

59% Hardware/fixtures/accessories

59% Contract systems furniture/panels

35% Kitchen/bath

33% Decorative accessories

26% Arts/craft

25% Lighting/residential

25% Outdoor/casual furnishings

21% Residential furniture

T The IIDA professional audience is the

most coveted in the design industry.

Ninety percent of our professional

members working in the commercial

design industry are employed by the top

200 architecture and design firms.

Perspective readers are commercial interior

design leaders working on the cutting edge

of design. And they turn to Perspective to

keep them informed on what’s new and

next: 82% learn about new products from

our members, and 4 out of 5 members learn

about new products from magazine ads.

Interior designers specify more than

in products and services each year. $46 billion

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A completely reimagined feature well

and mix of departments explore the

topics that matter most to commercial

designers:

• design trends and innovation

• humanity + culture

• business + leadership intelligence

• industry developments

• global advocacy

44 perspective iida.org/perspective

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B A L A N C I N G

A strong personal brand

can open doors to new and exciting

opportunities. But if it doesn’t align with your

employer’s brand, it could also slam them

shut.

By Matt Alderton

EDITORIAL

32 perspective iida.org/perspective spring/summer 2017 perspective 33

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PBy Shaila Wunderlich

OPRetailers, restaurants, and hotels are opting for the ephemeral—but is there a lasting payoff for designers?G

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38 perspective iida.org/perspective fall/winter 2017 perspective 39

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Four students sound off on the state of the

industry—and how they plan to make their mark.

VISIONNEXT-GEN

EXPERIENCE A NEW PERSPECTIVE

Perspective feature stories showcase fresh voices,

bold POVs, and thought-provoking deep dives into

the issues transforming today’s interior design

in every sector:

• 10 visionaries on how designers can stay

on the bleeding edge

• The power of design to catalyze

community connections

• Retail reboot: brick, mortar, and technology

• Designing the next great classroom

READERS WALK AWAY SMARTER—READY TO CHANGE THE WORLD.

DESIGN IS LIFE. IIDA IS DESIGN.


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DESIGN

THEYEAR

INThe world is changing—and so

must the design narrative.By Lydia Lee



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DATA VIZ | Stats + Design + Analysis

$26 millionThe cost of the United States’ first beer-themed hotel. Planned by Stone Brewing in Escondido, California, USA, the hotel—to be designed by Basile Studio principal Paul Basile—will feature a bar-style lobby with a waterfall, and the 99 guest rooms will feature floor-to-ceiling windows.

United States 4,775 projects (578,508 rooms)

Source: Australian Business Traveller; Condé Nast Traveler; Hard Rock Hotels; STR February 2017 Asia Pacific Hotel Pipeline Report; STR February 2017 United States Hotel Pipeline Report; The San Diego Union-Tribune; The Telegraph; Tourism Accommodation Australia, 2017

Despite almost flat occupancy rates in 2016, the hotel industry has projects launching all over the globe. Here’s a whirlwind tour of the countries leading the pack.

HOTEL HOTSPOTS

1908The year Dukes Hotel opened in the Mayfair neighborhood of London, England. More than a century later, the second Dukes will open in Dubai, United Arab Emirates, giving visitors a taste of quintessential British interior design by the U.K.’s Andrew Martin International.

United Arab Emirates183 projects (54,000 rooms)

44,000 square metersThe size of mainland China’s first Hard Rock Hotel. This 258-room hotel—which opens in Shenzhen, China later this year—combines a mix of its requisite music-themed design and décor with modern Chinese elements.

China 512 projects (137,641 rooms)

$250 millionThe price tag on the revamped Hyatt Regency in Sydney, Australia, the country’s largest hotel. Designed by local firm Bates Smart, the reimagined space includes a new top-floor lounge inspired by the design of ship cabins.

Australia 228 projects (34,702 rooms)

140 podsThe number of rooms in India’s first pod-sleeper hotel. Located in Mumbai, India, the space was designed by Singapore firm Formwerkz Architects to have a contemporary, minimalist feel.

India145 projects (22,314 rooms)


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WORLD VIEW | A Global Tour of Trends

From SOUTH KOREA’S rest stop redesign to the FOOD HALL BOOM in the United States

CHEONAN, SOUTH KOREA Rest Stops, Reinvented

Highway rest stops aren’t typically known for their design credentials, but South Korea is bent on making

them an art form. The Korea Expressway Corp., which runs

the country’s rest stops, launched a renovation program to

make travel breaks more exciting. One aim was to reflect local

culture with each design. Korean designer Teo Yang’s scheme for the

Mangyang rest stop, for example, references the simple white and

timber-clad interiors of a traditional hanok house. This gives the room a courtyard-like layout with a display

of plants at the center. Culture isn’t the only influencer: Other rest stop

themes range from space travel to the classic film Roman Holiday.

STOCKHOLM, SWEDEN The Architect’s TouchWhen architects dip their toes into product design, they often create something pure that strips away decorative excess. February’s Stockholm Furniture and Light Fair saw some extraordinary examples of minimalistic creations: Pritzker Prize-winning French architect Jean Nouvel unveiled a flooring collection by Swedish

company Bolon, with a textural hand-woven effect in a palette of black, gray, red, and blue. The straight rod stainless steel pendant light designed by architect Andreas Bozarth Fornell for &Tradition also revealed a minimal design.

TOKYO, JAPAN

A Common LanguageA barrage of tourists will descend on Tokyo

in less than three years for the 2020 Summer Olympics. To ensure spectators can find their

way from event to event, the Geospatial Information Authority of Japan has revamped

18 common street symbols and map icons to be more universally recognizable.

In the spirit of promoting further understanding for foreign travelers, the Sanitary Equipment

Industry Association—a consortium of plumbing-producing companies including

TOTO, Panasonic, and Toshiba—came together in January to simplify and

standardize icons for the often-complicated control panels on Japanese toilets and bidets,

according to Fast Company. These new icons illustrate how to raise the lid, raise the seat, large flush,

small flush, rear spray, bidet, dry, and stop.

By | Emily Brooks

CHICAGO, ILLINOIS, USAFood Hall FrenzyFood halls may be a common dining destination in Europe, but in the United States, these foodie havens are just starting to boom. The number of food halls in the country is expected to double to 200 by 2020, according to a November 2016 report from Chicago-based real estate company Cushman & Wakefield.

While having a roster of quality vendors is certainly the first key to ensuring a high-traffic hall, the design also contributes to the draw. “The most successful operations in the market don’t just embrace cutting-edge design flourishes like industrial chic or exposed brick and timber construction; their layouts tend to be outside the box,” says the report. The best layouts are generally more interactive, with more common areas for social events. P

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AHIDDEN SPACESGiven the center’s dual usage, Wehmueller faced a challenge when it came to designing a dedicated space where production souvenirs and trinkets could be sold. “How do we create a visually fun retail piece in that lobby that at the same time could be secured so that students don’t have access during the day—right in the middle of the space?”

Her solution was a gray box that folds up into the wall, blending seamlessly into its charcoal backdrop. “If you’re looking at photos when the retail store isn’t open, you probably wouldn’t even notice it’s there.”

A COZY LIVING ROOMLeaning into the center’s hospitality side, Wehmueller sought to create a lobby environment that would encourage patrons to linger and mingle after the final curtain drops—but wouldn’t feel too buttoned-up for students using the space to study or socialize on a regular afternoon. Inspired by the idea of a cozy living room, she opted for a floor-to-ceiling wood installation near the bar, reminiscent of a hearth (albeit with a large TV feature screen rather than a crackling fire). “We talked a lot about the pattern in which the wood was installed—that it wasn’t just a straight wood installation,” Wehmueller says. “It’s a little bit more of that dynamic angle, allowing the pattern to create this sense of warmth.”

A NEUTRAL CANVASWehmueller approached the lobby’s color scheme as a stage of its own, opting for bright white walls, charcoal floors, and a minimalistic hanging light display. “They’ll do different exhibitry and instillations with the different shows, so when it’s time for A Christmas Carol, they can bring in a lot of decorative elements to transform the space,” Wehmueller says. With students coming and going through the lobby space all day long—studying at café tables along the lobby’s windowed walls—the dark flooring helps hide whatever messes might be tracked in. The rich gray hue was also carried onto the walls of the Spencer Theatre, creating a black box effect that wouldn’t distract from the theatrics inside.

An intriguing directive was given to Helix Architecture + Design for the renovation and expansion of the multipurpose James C. Olson Performing Arts Center on the University of Missouri-Kansas City campus: “cocktail lounge meets university,” says Alissa Wehmueller, IIDA, LEED AP, 2017 IIDA Member of the Year, principal, Helix, Kansas City, Missouri, USA.

By day, the shared arts center is home to hundreds of UMKC students who can be found rehearsing in the theater and studying in the building’s lobby. By night, the space welcomes patrons of the Kansas City Repertory Theatre for a show and a night out on the town. Wehmueller and her team aimed for a “happy marriage” of durability and design—with a dash of drama—to serve both groups.

By | Kate Rockwood

NEUTRAL COLORS +

HOSPITALITY + SECRET

SPACES inspire a

welcoming multiuse

space with a

dramatic flair.

The James C. Olson Performing Arts Center on the University

of Missouri-Kansas City campus plays a duel role: study hall

for students by day and theatre by night.

SUM OF ITS PARTS | Adding Up Design Elements


“Hello, Robot. Design

Between Human

and Machine”

Design museum Gent,

Ghent, Belgium

Runs through April 15, 2018The increasing presence of machines in our lives spurs many questions about whether robots

are saving the world—or taking it over. This exhibit

examines the possible advancements and pitfalls

robots could usher in with the goal of spurring

conversation about how much humankind should rely on technology.

This exhibit will also run at Gewerbemuseum Winterthur, Winterthur, Switzerland, from May 12, 2018, through Nov. 4, 2018.

“Sonic Arcade: Shaping Space with Sound”

Museum of Arts and Design, New York,

New York, USA

Runs through Feb. 25, 2018How is the ephemeral and abstract nature of sound made material? This multicomponent exhibition—with interactive installations and immersive environments by contemporary artists, designers, and performers—is out to answer that question. The display explores sound as an interdependent material physically crafted and transmitted through electronic circuits and signals, radio waves, and resonant bodies that create encounters that are not just heard but felt.

By | Kelley Hunsberger

Take a LOOK AND YOU’LL SEE

Into Your Imagination

Designing Disability:

Symbols, Spaces, and

Society; Elizabeth Guffey

(Bloomsbury Academic,

2017)

Elizabeth Guffey, a professor of art and design history, traces the emergence of physical access for the disabled through the evolution of the International Symbol of Access. The book draws on approaches from design history, material culture, and recent critical disability studies to examine not only the development of a design icon but also the cultural history surrounding it.

SCRATCH PAD | Cultural Food for Thought

WHERE TO GO

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“Sonic Arcade: Shaping Space with Sound” explores how the ephemeral and abstract nature of sound is made material.

Yonezawa, Directional Robot, 1957 private collection, from the “Hello, Robot. Design Between Human and Machine” exhibit.

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The Spanish-born Manolo Blahnik got his start making tiny shoes for lizards.

WHAT TO WATCHManolo: The Boy Who Made Shoes for Lizards (2017)

This documentary takes viewers inside the mind, life, and career of Manolo Blahnik, the man behind one of the most famous shoe brands in the world. The Spanish-born Blahnik reveals he got his start making tiny shoes for lizards. The film also features interviews with fashion designers Isaac Mizrahi and Paloma Picasso, as well as singer Rihanna and Vogue editor Anna Wintour. Yet Blahnik says his most cherished part of the process isn’t working with celebrities or becoming a pop culture icon, but instead, the craft itself. “My joy in life is spending time in the factories, you see,” he says. “It is quite sad to say that, but this is the only thing I love.”

WHAT TO READ

Design Is Storytelling;

Ellen Lupton (Cooper

Hewitt, Smithsonian Design

Museum, 2017)

Good design, like good storytelling, brings ideas to life. Exploring parallels between the two processes, Ellen Lupton, senior curator of contemporary design at Cooper Hewitt, Smithsonian Design Museum in New York, has created a playbook for creative thinking. The goal: push designers to amplify the narrative power of their work.


I DESIGN | How an Idea Hatched

T“

“Everything is inspired by earth colors,

the coffee farms in

Mexico, and the textures of leather and other

textiles found on

these farms.

The colors, sensations, materials, and aromas of Mexico laid the groundwork for Esrawe + Cadena’s latest accomplishment: a rebrand and redesign of gourmet coffee and hot chocolate company Café Garat.

Relaunched as Tierra Garat in early 2016, the coffee company has opened a series of shops in Mexico City, Mexico, including a flagship space in the upscale Polanco neighborhood. That flagship has since been honored as a 2017 IIDA Best Interiors of Latin America and the Caribbean competition winner.

Interior design firm Esrawe in Mexico City and graphics company Cadena y Asociados Concept Design in San Pedro Garza García, Mexico worked together to define the new brand. While Cadena y Asociados took the lead on the packaging and branding, Esrawe worked to express that branding through interior design. Creativity germinated from the same

place, however: the rich earth in which the coffee plants thrive.

“We worked together on the concept of the brand, then we took this one concept to all areas—interiors and graphics,” says Héctor Esrawe, founder of Esrawe + Cadena. “Everything is inspired by earth colors, the coffee farms in Mexico, and the textures of leather and other textiles found on these farms.”

Clay, for example, is used extensively throughout the flagship space, forming the serving counter, illuminated display areas, flooring, and a large wall of irregularly sized panels. The material’s natural variation in tone creates visual interest in a room that is devoid of bright color.

“Clay is a local material and a part of our culture since it has been used by Mexican artisans in every part of our country,” Esrawe says. “The wall was one of our first ideas. We knew

from the beginning we wanted to go for a monomaterial, monochromatic space, but the wall’s function is simply to give a warm, textured sensation for visitors—it’s all part of a multisensory experience.”

Esrawe is also well known for its product design, and the simple but sophisticated furniture was all custom-designed in-house. The pieces focus on the concept of traditional materials made modern, with leather-slung chairs, timber chairs with woven seats, and tables in richly grained dark wood. These natural finishes express both the robust authenticity of the brand and the experience of tasting its products.

“We conceived [it as] a very honest place; that’s why we chose all the materials so carefully,” Esrawe says. “We were aiming for a relaxing atmosphere where you could almost taste the earth flavor in the coffee or the chocolate.”

By | Emily Brooks

To take a MEXICAN COFFEE AND CHOCOLATE CAFÉ back to its roots, designer Héctor Esrawe sought

inspiration in the country’s fertile farmlands.

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—Héctor Esrawe

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Govsolutions, Inc.p. 15

EDITORIALON WORKPLACE, HEALTHCARE, HOSPITALITY, EDUCATION, RETAIL SPACES—AND MORE.QUICK TAKES

WORLD VIEWA quick tour of

emergent styles in a

scattering of locations

around the globe

NEXT What’s new and of

note, wrapped up in

chunky bits, photos,

stats, and quotes

INSIDER INTELThe inside scoop

on a featured sector

TALK, TALK Two designers dissect

a current topic

(and maybe even

debate a bit)

WHY THIS DESIGN WORKDesigners break

down the highlights

DATA VIZ

Stats + gorgeous

design + analysis

SUM OF ITS PARTSA peek into the

creative process of

how all the elements

of a design add up to

the final work

SOUND BYTESA look at the design

movements that

have people buzzing

on social

PRE/POST The ever popular

before-and-after,

but this one’s

done with style

and smarts

SCRATCH PAD

Books, movies,

and art to cultivate

creativity

I DESIGN

A behind-the-

scenes look at what

inspires a fascinating

designer—a photo,

graph paper, a playlist,

a trip to Morocco…

IIDA NEWS + UPDATES

The latest

programming,

publications, and

events


ADVERTISING

AD SIZE FULL SPREAD

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AD SIZE 1/2 PAGE HORIZONTAL

AD SIZE 1/2 PAGE VERTICAL

MARCH ISSUEAd Close January 29Materials Due February 9

JUNE ISSUEAd Close April 23Materials Due May 4

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MEMBER RATEFULL SPREAD FOUR-COLOR B&W1x $10,400 $7,5702x $9,500 $7,0503x $9,000 $6,800

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2018 GROSS RATES

SPECS W x HTrim 8.375” x 5.37”Bleed 8.625” x 5.7083”Safe Area 7.7917” x 4.875”



DEADLINES Members say they learn about new products from magazine ads.

4/5



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Perspective offers advertisers an

opportunity to engage readers while

they maintain their professional

credentials with a three- to five-page

sponsored CEU. The sponsor’s content

will be laid out as an advertorial with

logos clearly spotlighted. In addition,

a CEU questionnaire is added to

the section by the IIDA Education

Department to direct traffic to the

sponsored CEU contribution. Upon

publication in Perspective, the

sponsored CEU is also added to the IIDA

website on the online CEU options page.

Sponsors also receive a full-page, 4/C ad

that will appear in a different section of

the issue at no additional charge.

Specifications for Your Supplied CEU Content• Submit 750 to 1,200 words

(600 words at a minimum).

• Copy should be written in

an editorial tone.

• Please substantiate factual

statements with references.

• Forward images you wish to have

considered for inclusion in your

article as jpeg or tiff format in digital

high resolution, 300 dpi or more.

• Save on a CD or DVD.

• Limited to three images per advertorial.

IIDA retains sole right of editorial

approval over your final submission

to ensure all submissions conform to

Perspective’s grammar and editorial

tone standards. You will receive a

copy of the final, IIDA-edited article

prior to publication.

As we are concerned about the integrity

of graphics and preserving the design

standards of the publication, we cannot

guarantee photos, slides, or diagrams

will be incorporated. The entire editorial

staff at Perspective will do its best to

produce your article in the manner

submitted. However, we do retain the

right to final editorial approval over all

written and graphic materials.

Sponsorship Fees$8,000 for a 4-page sponsored CEU

Speak with your advertising sales

representative for corresponding issue

deadlines.

INDUSTRY IN-DEPTH CEU SPONSORSHIP

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