Design competition

In conversations with Esra Lemmens, Design Strategist at the Esra Lemmens Agency and one of the competition's judges

How would you describe your approach to this design competition?

As a judge in this year’s competition, it is, of course, our task to verify that all the boxes are ticked; to make a fair comparison. Second, I’ve witnessed a shift in how people and the organisations they work for have developed better boundaries between work and life in order to encourage deeper, more meaningful engagement with both, which is a very interesting juxtaposition to the past and a characteristic of the future of work, I believe. We often focus on productivity when talking about the work environment, and we have created “Human doings” who believe that they must “do” things to be valued in our society and to value themselves. The future of the workplace will evolve around “Human beings” who believe that their self-worth is defined by their values, attitudes, and beliefs. They will seek a workspace that embodies that. In this competition, I’ve focused on this phenomenon in particular, especially since it’s called Work Re-Defined. Participants had the unique opportunity to re-think existing systems, relationships and connections to space, time and each other.

How is Herman Miller paving the way for innovation and attracting talent in the workspace industry?

I've been drawn to Herman Miller's impressive research since my first introduction to the brand during my early design studies. It is no secret that there is a strong positive relationship between collaboration and innovation, and Herman Miller is well aware of this. Without application, knowledge is just knowledge. Sharing and applying that knowledge is wisdom. . This is precisely why talent in the workspace industry is drawn to the brand.

What qualities are you most looking forward to in the winner?

From a winner, I expect to see work that sparks dialogue and ideas on how we can set the scene for people to work at their best. I would love to see a complete re-invention of the workspace tying in with what they identify as values of the future.

Are you happy with the response and entries you received or this competition?

Absolutely! It is great to see a significant number of motivated designers step out of their comfort zones, stretching their imaginations and expanding the realm from what they usually do.

How would this competition benefit the winner in terms of knowledge, career growth, and international positioning?

Firstly, access to knowledge and the Herman Miller research is an excellent advantage to any professional in the field. If you know better, you do better! Loosely taken from Maya Angelou. For any designer, budding or established, it is great to leverage a brand like Herman Miller and to be recognised by them. I believe it is often underestimated how opportunities like Work Re-Defined can significantly fast-track one’s career. Showcasing the courage to take on challenges as these are not only a great learning experience but it can also give you the upper hand over peers with a similar degree or work experience, especially in a highly competitive environment like the Middle East. Not to mention that it shows great ambition, perseverance and bravery on your CV, and these are the much sought-after so-called soft skills.

How would this competition further strengthen Herman Miller's position in the design industry and the community?

Design is really an act of communication, which means having a deep understanding of the people with whom designers and brands are communicating. Everything around us has been designed in some way, and all design ultimately produces an emotion. We experience an emotional reaction to our environment moment-by-moment: a like or a dislike, elation, joy, frustration. We ‘feel’ it. It’s personal. On a community level: by establishing this emotional connection through the brand, Herman Miller fosters loyalty and creates long-lasting relationships. Recognising the local talent pool is paramount in this. From a numbers perspective, emotions are the driving force behind most buying decisions. Brands that understand this well will thrive.