London – Here’s the first layer of news: the 2020 edition of our Frame Awards is now officially in session. We cut that imaginary ribbon at this year’s Clerkenwell Design Week, kicking things off at the Andreu World showroom with a panel discussion on… well, the validity (or not) of design awards.
Here’s the second layer of news: our panel members had qualms about the way the interior design industry is eating and regurgitating itself, and they pointed to Instagram and Pinterest as some of the main culprits. What can help buck that trend? Well, design awards (or not).
Our panellists – Jeff Kindleysides from Checkland Kindleysides, Howard Sullivan from YourStudio and José Palau from Andreu World – detailed their concerns to Frame's director, Robert Thiemann. After listening to their reservations and contrasting them to our selection process for the Frame Awards, we can proudly and safely say that, now more than ever, our event is a small part of the solution.
ON SOCIAL MEDIA AS A SOURCE OF INSPIRATION
HOWARD SULLIVAN: There’s a backlash against the so-called Instagram Moment in spatial experiences. And Instagram is really dangerous, because it’s the world cannibalising itself. In fact, I would try to avoid using Instagram and Pinterest imagery for interior projects. You can use it for evocative concept images, but it shouldn’t work as a moodboard. Interior design shouldn’t be just about images: it should also be about the world you travel through, the exhibitions you visit, the archive books you consult.
JOSÉ PALAU: We don’t use Instagram to pick the designers we’re going to be working with at Andreu World. I mean, you might think that you don’t even need to go to Milan Design Week, because after day one you get the feeling that you’ve seen everything via Instagram. But it doesn’t work that way: we deeply study the work of designers in a very different way, taking into account professional and developmental elements that go beyond the image.
AUDIENCE OPINION: Let’s say you’re following a designer on Instagram. You click on their profile to see more information, and the system recommends some relevant accounts. That means you’re being limited by the way the algorithm calculates you. Sometimes, you’re fooled by such a convenience: you can get to think you’ve seen so many things and that you’re an open-minded person, when it's not true.
How we’re addressing this at the Frame Awards 2020
Our live judging sessions are a key component of our process. We invite the five nominees per category to present their projects in front of our panel of judges, in a question-and-answer process that usually produces eye-opening insights. We look beyond aesthetics to find the functional, narrative, emotional and material aspects of each project.
But there’s been a big change in how our presentation process now works. Instead of devoting half a day to the live judging sessions, with each presenter getting five minutes at the podium, we’ve expanded it to a full day, with each presenter receiving 15 minutes in order to tell the project story in more detail.
That means that the ceremony, which took place at the end of the first day, will now be moved to the evening of the second – we will be indeed closing things off with a bang.