GLORIOUS YEARS! Celebrating

JOAKIM DE RHAM, CEO and Co-Founder of Swiss Bureau Interior Design (SBID), discusses the company's fruitful 20 years of success in the region, the importance of a great team, changes in the design & build industry, and what the future holds for him.

BY ROMA ARORA

Swiss Bureau celebrates 20 years in Dubai. What are your thoughts, and how has your experience been?

Looking back, I am in awe of how far the Swiss Bureau has come! When I began this journey in Dubai - a city that offers and continues to offer designers boundless opportunities to express themselves wholly in their craft, my goal was simple. It was to design unique interiors and take part in playing a small but meaningful role in shaping this phenomenal city that was forming in right front of my eyes.

In the past two decades, I've been honoured to witness Dubai's construction and social transformation, and it has been nothing short of a blessing. There are few places in the world where cultural, social and professional changes have occurred so rapidly, and the fact that this evolution will continue to unfold is the most incredible part of it all! Being a part of this experience has been truly unique, and the Swiss Bureau has grown in parallel, benefitting from all these transformations and allowing me to flourish along with it.

Tell us about your journey and the changes you've seen in the design and build industry over the last two decades. My journey has been a long apprenticeship strewn with emotions akin to being on a roller coaster! It has been challenging but ultimately rewarding as I built a path toward entrepreneurship while maintaining my identity as a designer. While in architecture school, I graduated with creativity, but it also came with a certain level of naivety, being unprepared for the practicalities of starting and running your firm. However, Dubai allowed me to accelerate this learning process and gain valuable experience at a rapid pace!

Today, the Swiss Bureau is well-equipped to handle projects of all sizes, whether in a consulting or design and build capacity. Over the years, the responsibilities and challenges have undergone a significant transformation, and it's essential to be agile and adaptable to meet the evolving demands of our clients. With that said, we have proven ourselves to be a reliable partner with the ability to deliver high-quality results that meet and exceed their expectations.

Are the original members of your core team still on board? How crucial is a strong team to success?

Yes! Swiss Bureau is all about building a strong and engaged team. We don't just have employees; we are a family of dedicated professionals, some of whom have been with us for over 15 years! This speaks to the unshakable foundation of our team and the culture of excellence we've cultivated here, prioritising teamwork and mutual respect above all else. A solid team is a driving force behind success in any industry, and it has been our top priority to build and nurture it. The past few years have seen much dedication, effort, and resources invested in creating an environment where everyone can flourish, and it's paid off in spades. We're a group of individuals united in our mission to deliver unparalleled service, all while having fun and maintaining a sense of discipline. We are pirates when it comes to getting the job done, but we've got the discipline of Navy SEALs to ensure everything runs smoothly. It is this unique combination that makes us a force to be reckoned with!

How would you describe your leadership style?

As with every company leader, my focus is on guiding and motivating the teams to reach new heights and achieve our common goal. I refuse to be a dictator! Instead, I make it my mission to empower each member to be a leader in their own right. When new employees join our team, regardless of their position, I believe they have valuable experiences and insights to offer. Their opinions matter, and I will always welcome their ideas for improvements. We operate in a democracy where everyone is encouraged to lead in their areas of expertise >>> and share their knowledge. Leadership involves communication, active listening, and making the right decisions. These decisions are not made alone. I gather the thoughts and opinions of our top management team and make decisions as a collective. Together is the only way to go.

You have clients around the world— what have you learned about working across cultures?

The beauty of the industry in Dubai lies in the constant interaction with clients from all corners of the world. It requires an understanding of diverse cultures, customs, and approaches to business, but ultimately every client and project is tied by a common thread of professionalism and creativity. The ability to adapt and excel in this dynamic environment, the cultural exchanges, and the pursuit of excellence make this industry an extraordinary and rewarding field to be in. Working with people from different backgrounds and creating something super unique and beautiful drives my work, and it's an honour to be part of it.

What are the most important lessons you've learned in your career spanning two decades?

Follow your instinct. Stay honest and ethical. Never abandon your efforts when faced with a wall of challenges if you believe in what you have built.

How important is it for you to cultivate relationships while working on client projects?

Client relationships form a fundamental part of SBID’s approach. The success of a project is almost always a direct reflection of the people involved and their ability to work effectively together. A project team is made up of multiple parties, all of whom need to play their part. So our relationships are almost always critical to our success. It’s about our ability to bring project teams together with a shared vision and to align and communicate clearly. It’s especially important to cultivate strong relationships when working on fast-track and complex deliverables. This includes the client’s team, supply chain, landlord, local authorities, sub-consultants, and internal SBID teams. We rely upon having relationships based on transparency and trust so that when challenges arise, we can resolve them quickly, conflict-free, and in the project's best interest.

What would you say is your greatest accomplishment so far?

If we're talking on the business side of things, reaching two decades of existence is a pinnacle achievement! To come to

Dubai with nothing but a vision and the determination to succeed, and to have now cultivated a flourishing company employing over 50 talented individuals, speaks a language of grit and ambition being invested. But it's not only a personal accomplishment; the chance to provide young designers and our dedicated team with growth and advancement opportunities is a source of immense pride and fulfilment truly beyond measure.

Can you give an insight into the challenges and highlights of running your own practice?

This feature doesn't have enough space for my answer!

Challenges are an inescapable part of any successful business. It starts from recruiting top talent to ensuring seamless operations. It's not just about designing exceptional projects but also delivering them on time and within budget, all while managing customer relations and overseeing multiple departments such as sales, marketing, finance, and HR. These are skills that aren't typically taught in design school. This is why I joined the Entrepreneur Organization (EO) 3 years ago. They're an international organization empowering entrepreneurs to reach their full potential in business and life through connections, shared experiences, and learning from one another. It's a community where we're encouraged to be candid and transparent as we share our experiences while learning from other entrepreneurs, no matter the industry. Through EO, I've gained invaluable insights and tools to tackle everyday business challenges.

What have been the most fulfilling projects you have worked on and why? Built and unbuilt examples are fine. One project that stands out as truly exceptional is the Room of the Emirates project for the United Nations in Geneva. It was a truly unique and challenging endeavour that required creative storytelling, a blending of cultural heritage and technology, and remote collaboration with a client based in Switzerland. Through this project, we captured the raw beauty of the desert and emulated the experience of the desert sky from sunrise to sunset. The success of the project was not only instrumental in showcasing the UAE's excellence on a global scale but has also solidified a long-lasting relationship with the Ministry of Presidential Affairs. Honestly, this project will forever hold a special place in my heart.

What does receiving the prestigious Interior Designer of the Year title mean to you?

What are your thoughts on the Design Middle East Awards?

This award is a true reward and is even more special as we celebrate our 20th anniversary. It truly is the best present we could ask for. As designers, receiving such recognition is a celebration of the passion that drives our creations and the success of our company. It serves as a reminder of why we do what we do and how our designs impact the world. We are deeply grateful to Design Middle East for organizing this award event. It is an honour for all of us at the Swiss Bureau and serves as recognition for all employees who have been a part of the Swiss Bureau, as well as the efforts and creativity of the whole Tribe of Designers we have in Dubai.

What are you currently working on, and what does the future hold for SBID?

The last stretch of our last quarter in 2022 was a crucial one for us, securing a plethora of exciting new projects that have us on the edge of our seats! While we can't disclose the specifics just yet (such is the norm with high-level clients), we can tell you that the Swiss Bureau is currently working on a trifecta of luxurious office spaces, a grandiose government facility, a state-of-the-art, 14,000 sqft school, a technology-driven corporate office in Saudi Arabia, and we are doubling down on our F&B and Hospitality department with plans for a chic beach club and a stylish boutique hotel all in the works. The future is bright in the Middle East, and we're thrilled to be at the forefront of shaping one of the hottest places in the world!

ATTIKO, which is derived from the word "attic," inspired the concept. In Ancient Eastern culture, the last floor of a building was often referred to as the closest point to heaven.