Interview with Priyanka Puri

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

A good interior designer is creative, technically sound in knowledge of materials as well as softwares and is well represented by his/her body of work. However, a great interior designer is committed to every new interior design project with equal dedication and is receptive to the design brief.

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.

Good design adds immense value to a product. In the case of interior design, good design makes a world of difference in the lives of the inhabitants of that space in far-reaching aspects such as functionality, comfort, well-being as well as the emotional response. Investing in good design is common sense.

My secret recipe for success in design is dedication to the interior project. There are no half-measures. The design in not complete until the designer and the client are both satisfied. My secret ingredient is to listen to the design brief.

Design is a journey and it evolves. All my past projects as an interior designer have had tremendous practical learnings for me and continue to form my body of work that demonstrates my creative and technical capability. So one can improve upon one’s interior design skills by learning from one’s own past projects but also each new project should be looked at with a new light to create something new that also serves the design brief. The design brief is a good starting point for the design. However, a good designer is constantly looking for new sources of inspiration and is constantly experimenting with new ideas.

I think I could have done almost anything and done a decently good job of it. I was always academically bright. My life decisions brought me into the field of interior design through a meandering path. However. now I am committed to this profession and see my future in it.

Design transcends a single discipline. It is the process of creation that must cater to multifarious subjective and objective attributes such as functionality, aesthetics, sustainability, geography, culture, innovation, detailing, usability, intuition and beyond. Design is also a journey and may evolve. The best designs are simple which means you could imagine it no other way.

My biggest supporters are my family and they have been my pillars of strength.

In 2011, we started our journey in interior design with offices. For the past couple of years, we have amassed a portfolio of high end residences. Last year we tied with an architecture studio and with that association we are moving into hospitality interiors which is an exciting future for us.

My ultimate goal as a designer is to put my work into the public realm. 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.

As a designer, I am committed to the good of society. In the case of interior design, I am foremost responsible for designing spaces that promote healthy well being. In today’s context of people being overly dependent on social media and thus being disconnected physically and emotionally, well designed spaces can very effectively bring people together.

The design brief is a good starting point for an interior design project. However, a good designer is constantly looking for new sources of inspiration and is constantly experimenting with new ideas. I look to nature and travel for inspiration. I also love to research and I think I focus a lot on research during the process of design.

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.

Technology is a tool for design. It does not replace the creative process. In the case of interior design, technological tools that aid in interior space visualisation such as 3d rendering have been a very useful tool of communication between the designer and the client and is pretty much the norm now. Advancements such as virtual reality and augmented reality also hold a lot of potential and promise for the future of interior design.

Colours, materials and ambient are all equally important elements of design that work in harmony to achieve a design theme. Materials especially are a constantly evolving segment that interior designers have to keep abreast of.

I constantly look for collaborations in design. I believe designers from different nationalities, backgrounds or areas of design can synergise the design process to their advantage.

Viaanca is an interior design studio based in India with a project portfolio of distinct identity. We believe design lies at the confluence of art, craft and science. Started in early 2011, since then, we have undertaken residential as well as commercial interior design projects of repute. Our multifaceted approach to design allows us to conceptualise a project, liaison with all stakeholders involved as well as manage and execute the project to its successful completion.

Design transcends a single discipline. It is the process of creation that must cater to multifarious subjective and objective attributes such as functionality, aesthetics, sustainability, geography, culture, innovation, detailing, usability, intuition and beyond. Design is also a journey and may evolve. The best designs are simple which means you could imagine it no other way.

I love to research and I think it is my strength also. Hence, I do focus a lot on research for interior design. It is critical for designers to understand and internalise the purpose of each design project, to support their design choices and to put some context behind their design. These are achievable through research.

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.

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.

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

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.

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. Automation and smart interiors will also have a prominent position in the future of interior design.

I look to nature and travel for inspiration. Certain points of reference may also be given by the client for a particular project for instance a country or a culture and as designers we develop on those points of reference. I love to research and this is perhaps the most engaging part of the design process for me. I also feel my 6 year old daughter inspires my design.

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.

Companies have core values and each new product/ project has a sense of purpose and if that aligns with a designer, then they are a good match. If the designer is receptive to the design brief then the design project is bound to be successful. This is assuming the designers's creativity and technical know-how are well represented by his/her body of work and at par with the company's requirement .

My approach to designing is a lot like a problem solving process. It begins with chaos - the problem. The design brief from the client is a good starting point for the design. There are multiple approaches that are then followed based on research, experience and intuition. In the case of interior design, there is a lot of internal visualisation. There is a fair bit of trial and error until we arrive at a design solution that feels like it belongs and there is clarity.

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.

I have always enjoyed designing each one of my interior projects. Of course, greater creative freedom heightens the enjoyment. However, an interior design project is almost never smooth sailing. There are bound to be obstacles in the design process and many in the execution of the design. Yet I enjoy each of our small achievements one day at a time.

In 2011, we started our journey in interior design with offices. For the past couple of years, we have amassed a portfolio of high end residences. Last year we tied with an architecture studio and with that association we are moving into hospitality interiors which is an exciting future for us.

I can be contacted on email (priyanka.seth@gmail.com).