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Q: In the past SLDF has had a predominant focus on fashion, apparel and contemporary craft; is interior design a new focus area?
A: Fashion and apparel is one of the most important industries in Sri Lanka and we worked closely with these sectors for the last five years to help facilitate their growth with design. SLDF was also instrumental in initiating an internationally-recognised voice on sustainable fashion manufacturing from Sri Lanka. All this has benefitted the apparel industry a great deal and we have seen fantastic results from new international business partnerships being formed to gaining recognition as an emerging fashion destination with a unique vision.
The same goes for the heritage crafts where we have revitalised the industry with contemporary design integration and now it serves as a supplier for hotels and tourist boutiques with high-end designer products. All this has taken us five years to build.
Now in our sixth year, we’re at a stage when we can take on a new industry to build and bring into global attention. While fashion, apparel and contemporary craft will remain an integral part of the event this year, you will also see SLDF presenting a new platform dedicated to interior design and its trends, innovations and the hottest international topics.
Q: What has your personal involvement with SLDF been?
A: I have worked very closely with Linda Speldewinde, Founder of SLDF, from the inception of her other brainchild, AOD. Having been a design professional in the apparel industry for nearly 25 years, I was very excited when she initiated Sri Lanka Design Festival six years ago, because I could see the impact it would have on the industry. Keen to see the industry grow, I played a key role in SLDF with Linda and AOD through the strong network that I have built.
I saw how the apparel industry evolved from being a strong manufacturing base to become a total-solution provider from design to manufacturing, thus, raising the bar each year. This led to the apparel industry reaching a new standard in design, strengthening their relationships with international brands looking for turnkey solutions and establishing successful business partnerships globally.
I’m looking forward to seeing this happen for the interior industry as it has did for the apparel industry.
Q: Why is interior design so important and why now?
A: SLDF is an event that is in sync with the design developments of the world and the country; this is why SLDF has such great success in a commercial sense and plays a significant role in the development of design and related industries. So, with the ongoing boom in construction and development in housing, apartments, modern corporate spaces, etc., the significance of interior design has become even more important.
Simultaneously, the rapid growth in tourism and luxury travel into Sri Lanka has brought about new demands in the hotel industry giving rise to unique boutique resorts, sustainable lodging, nature escapes, etc. With this in mind, we need to be able to rise to the occasion and contribute via interior design that holds immense creative power to add value to these developments.
In Sri Lanka, we now have a strong pool of design talent and a substantial interior design supply chain to cater to these demands. This is the philosophy that will be showcased at SLDF Interior Design Edition 2014. It is an event that will bring together a host of designers and supply chain organisations under one roof for four inspiring days. Hence, SLDF 2014 Interior Design Edition is an ideal opportunity for any interior business to position itself as vital component of this new developmental phase in our country.
Q: What kind of events will SLDF Interior Design Edition include?
A: The largest component of SLDF Interior Design Edition will be a mega interior design exhibition – and this is no ordinary ‘trade fair’. It is truly a contemporary interior design exhibition and our benchmark for this inaugural year is the world-renowned London Design Festival.
We’re looking at creating the experience that one gets when visiting a world-class interior design festival and we have an international design and production team working on this. So there will be specifically curated stalls, dedicated areas displaying major worldwide trends in interiors and a fantastic interior design forum with a series of impressive speakers leading a globally relevant discussion from Sri Lanka; this means everything from furniture, lighting, upholstery, flooring and new technology to interior design education and sustainability.
Another important factor is that this will not be a mere design exhibition; we have a very strong commercial aspect to it where businesses and organisations are directly linked to their end market. So this event is structured in a Business-to-Consumer (B2C) format where businesses gain direct access to a consumer base who will be the audience of this event.
Q: What kind of audience will the SLDF Interior Design Edition attract?
A: With five successful years to back us, SLDF has established strong relationships with the apparel, hospitality and advertising industries in Sri Lanka as well as in nations like India, Bangladesh, Maldives, UK and North America. So we will have a specifically invited audience consisting of the highest tier of hoteliers, hospitality industry leaders, construction companies, engineering firms and international media. Simultaneously, we will also have leaders in mobile-telecommunication, travel and food in our audience.
Our fashion and apparel agenda will also contribute an audience of key personnel from the industry bringing together a unique audience for the event. In addition to this, the doors will be open to the general public. We feel it is very important to engage the public as SLDF grows and that essential recognition for design becomes imperative.
Q: How do you think participating organisations will benefit?
A: Firstly, I think being part of SLDF Interior Design Edition will position participants as specialists in their particular area; I think in today’s design driven world, consumers value innovation and creativity as a core need. In this light, it becomes a unique and valuable opportunity to position your brand.
Secondly, the powerful mix of the audience in attendance is a priceless opportunity to have direct access to some of Sri Lanka’s influential personalities. Also, the participants will have the opportunity to host product launches or unveil new design-oriented services to this audience.
Thirdly, each space will be curated by an international design team consisting of qualified interior designers, set designers and visual merchandisers. Having this mix of professionals to help showcase your brand will place it on par with any international design exhibition display.
Q: Who are the partners of SLDF?
A: AOD international design campus driven by Linda Speldewinde is the founding organisation behind SLDF. AOD being an education entity with world-class design knowledge and a qualified international faculty is a great strength to have for an event of this calibre.
We also have continued support from the Sri Lanka Government this year. This includes the Sri Lanka Export Development Board (EDB) that is keen to support design-driven exports and emerging sectors with potential to form major export sectors; they have come in as a key stakeholder for the event this year.
We also have Sri Lanka Tourism Board. They have always understood the value of SLDF’s contribution to develop supporting sectors like contemporary craft product design that has been enriching the local tourism and hospitality industries for the past five years.
We also have continuing support from major apparel industry leaders like MAS Holdings and Brandix Lanka Ltd. as the fashion industry patrons. Our other key supporters include international partners like Coats Thread and GT Nexus.
Q: When is SLDF happening this year?
A: The event is scheduled to take place from 4 to 7 December at the Sri Lanka Exhibition and Convention Centre (SLECC). SLECC gives us the span of space to accommodate the new interior design agenda, benchmarking the structure and arrangement of international design festivals such as London Design Festival and Masion de Objet in Paris. And for sixth consecutive year, Mount Lavinia Hotel continues to be our official host for our international delegation.
Q: How can organisations and individuals find out more or become part of SLDF Interior Design Edition?
A: SLDF Interior Design Edition can be reached at the SLDF Secretariat at AOD; 29, Lauries Road, Colombo 4, 011 5867772/3 and we’re also online at www.srilankadesignfestival.com.
We already have a significant participation list from the interior design sector, but we’re very happy to include more organisations that are contemporary and committed to design and innovation in their work. So whether you are a design driven and innovation focused interior studio, a solution provider in colour, paint, flooring, upholstery, lighting, furniture or interior product design, this event will be the ultimate platform for you because this event is specially geared and formulated to highlight unique, design-driven aspects of a brand.
With each stallholder getting the services of an international design team to curate their stall area and access to the powerful audience which I spoke of earlier, SLDF Interior Design Edition delivers unique value to the participant and the audience.
