As the global design calendar becomes ever more crowded, from Milan Design Week and 3daysofdesign to London Design Festival and Paris Déco Off, the challenge for interior design studios is no longer simply deciding which events to attend, but how to extract real value from them. The design world calendar is seemingly fuelled by hype, scale, and oversaturation of brand moments and exclusive satellite events, but the most successful creatives and brands are those able to navigate these moments with clarity and purpose.
Few people understand that better than Amy Frearson. As Editor-at-Large of Dezeen and one of the design world’s most influential journalists and commentators, Frearson has decoded the international design circuit from the inside through her editorial work, brand collaborations, and her useful Curated Maps. Her perspective has been honed not only by attending these events at the highest level, but by understanding how the conversations, launches, and cultural signals emerging from them shape the wider industry.
Alongside her, PR and communications strategist Hugo Rawlins offers insight into how brands can move beyond just showing up, but to use these sometimes frenetic periods to focus, build relationships, generate visibility, and create meaningful engagement in an increasingly competitive landscape.
We also spoke with Brian Woulfe, who brings the lived experience of attending these fairs as a working interior designer. For Woulfe, the major international shows are sources of inspiration and essential touchpoints for maintaining supplier relationships and discovering emerging talent.
