Downtown Design speaks to Aida Karimi at DiLeonardo about the process, implementation and benefits of applying value methodology to design projects of all scales.
Senior Designer at global-leading interior architectural design firm DiLeonardo; Aida Karimi believes in a collaborative design approach where each team member makes a contribution by sharing experience and creativity through effective communication to create spaces with exquisite and unique identities.
In her role she leads the creative process by proactively engaging in all aspects of the design process and ensuring the quality and consistency to express the value and standards carried out in all of DiLeonardo’s global offices. Additionally Aida is responsible for maintaining and developing client relationships while overseeing team member growth and progress to foster a creative environment.
With constant consideration in design projects for materials and products versus budget the need for value engineering is on the rise. In this feature, Downtown Design discovers the benefits of working with value methodology while learning the process and cycle of implementation in improving function and cost of design projects.
Please tell us about the projects you are working on at the moment.
Working at DiLeonardo has allowed me the opportunity to collaborate on a large range of projects. From exclusive luxury hotels and resorts, to mid-market hotels, residential and commercial spaces. Currently, I have been involved with working on some very exciting projects such as multiple Emaar developments in the region, Silicon Park, and unique high-end hotels in both Makkah and Doha that are set to be one of a kind.
What are the benefits of applying value methodology into projects?
Value engineering is truly an effective process that ensures all client and operator expectations are being met without compromising the integrity of the design and quality. The process simply paves the way to hand-pick every single aspect that contributes to the creation of holistic detailed design that pledges to create crafted designs that are well thought out.
Please take us through the process of value engineering in design projects.
The value engineering process takes place after the conceptual phase of each project in parallel to the schematic design to create a shield and backbone for designer visions. During this process, all details, selections and materials are both carefully studied and assessed to create a strong creative design intent, thus making sure the Design DNA is not compromised. By applying the value engineering method, ones understanding of design becomes more realistic and responsive to the market needs. The quality of each creation is maintained due to carefully complying them to client expectation without compromising creativity. It is simply the practice of doing more research and exploring curiosity on how and what we use to include the design without blindly following what has been mundanely used.
How does the implementation of value engineering affect design-build?
If the necessary precautions and VE steps are not taken into consideration during the creative process, it exposes the quality and design to undergo changes that the contractor’s best see fit to complete the project in the designated budget. This itself, plays a role in changing elements that are crucial to the design identity and uniqueness. Transforming the design into what can sometimes be very different than the envisioned ideas. Hence the reason why the outcome might look completely different than what was once designed, detailed and visually led.
How do you solve the challenge of sourcing the best materials while keeping to budgets?
The trick is to always keep yourself up to date and exposed. Surely we cannot be aware of all materials and possibilities, but that should not stop the researching and the explorer side of a designer. Once designing, all aspects of the design should be well calculated to bring the concept as close to reality as possible. This is only possible by allowing flexibility in your design and not shying away from exploring different allies. It always helps if one reaches out to the manufacturer or vendors when it comes to sourcing or finding alternate solutions. Their expertise, along with a designer vision, can transform what once seemed to look impossible into a creation of art.
What I find very useful sometimes is experimenting design with different materials that expands the horizons of opportunity and see no restrictions. In today’s world there are vast opportunities to explore ideas which especially in this region are granted by the great support of manufacturers and vendors that are dedicated to a greater design and quality of vision.
What are the most common challenges faced in projects that you handle?
I have been working on multiple hospitality and commercial projects in which the design had to fit within the budget brackets. I have to admit, it is always much efficient and easier when the budget restriction does not exist but working with these aspects also strengthens one’s design ability. It is not simple to find the perfect floor finish, feature treatment or even an iconic furniture or lighting piece but the flexibility and customization can ease up the process slightly.
Finding the right materials, selections and finishes that meet the client expectations can be very challenging but at DiLeonardo, we aim to always work toward what we call Conscious Design. In which as designers we are responsible and encouraged to understand the true nature of our design and creation before presenting to clients. The shift toward midmarket creations might have created some restrictions on design but I find it quite beneficial and avant-garde to think and envision your creation more holistically right to each obstacle you conquer.
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