IIDA to open Middle East chapter in May

IIDA will open a Middle East chapter, in Dubai in May, to coincide with The Office Exhibition May 15-17 at Dubai World Trade Centre.

The announcement was made during a network event for the architecture and design community held in association with dmg events and publicising both The Office Exhibition and Index 2012 in September.

Cheryl Durst, executive vice president IIDA (International Interior Design Association), gave a presentation on ‘Business of interior design – the work, the people, the process’ and talked about the chapter launch in the Q&A session afterwards.

Almost 200 people attended the networking event. Durst said IIDA wants to create a community in the region to get closer to professionals in the industry and to give them content that will be useful to them.

“We are very excited about the IIDA Dubai launch and it’s great to get closer to the design community here. We look forward to expanding the group and offering additional services to members,” she added.

Speaking about design in the US versus Dubai, Durst said ‘you do things big in Dubai. I had never seen a 7 star hotel until I came here. Designers don’t have the constraints that they have in the US. There is a sense that you can do anything. A pioneer, an unbridled renegade spirit’.

“No other area has jumped so far so quickly, but, there is a strategy behind it. Design here is fuelled by process and strategy. I am cautiously optimistic going forward,” she said.

“I think a lot more designers need to be more strategic about the services they offer to generate revenue. In the US, firms have taken on a ‘branding sensibility’, putting together a total identity package for each individual client.”

For information on joining IIDA Middle East Chapter email cdurst@iida.org

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