<\/span><\/h3>\n\n\n\nI believe that now more than ever, we are in a period of reduction and reuse, we are doing away with short lifespan \u2018trending\u2019 products and viewing furniture and products in a more holistic manner. Globally, I believe we are going through a cultural change. The value of a product is now less defined by the initial purchase point and more by its role within a service model. Consumers and designers alike need to know that what we are buying\/producing will last, be ethically and sustainably manufactured, and be supported throughout its lifecycle. The value proposition is less of a \u2018hero\u2019 image brochure sales pitch and instead a promise for a partnership and alignment of understanding of needs and requirements. There has to be an identification of a problem space, a market and a value proposition.
Two quotes I live by are \u2018Less but Better<\/em>\u2019 and \u2018Design is the Intermediary Between Information and Understanding<\/em>\u2019. I\u2019d conclude by saying design isn\u2019t always linear, fail fast and keep going.<\/p>\n\n\n\n<\/span>Commercial Understanding<\/strong><\/span><\/h2>\n\n\n\n<\/span>How do you balance aesthetics with practicality?<\/strong><\/span><\/h3>\n\n\n\nThat\u2019s a nice simple one, to quote an old design mantra, \u201cForm follows function<\/em>\u201d. I value quality, longevity and cohesion within a design. Certain products are inherently utilitarian, but utilitarian design done right can be beautiful, if it\u2019s considered. Think of the back of a Windsor chair (a classic), the notches are the maker’s mark, they connote its origin, but they also historically served the purpose of where you attached the pole lathe, they\u2019re arguably one of the first mass produced lean manufactured pieces of furniture.
In short, no design for the sake of it, good design is timeless, and nothing is timeless by trying to follow a trend. With furniture, there\u2019s a lot of CMF (Colour, Material & Finish), a lot of touch points and a lot of subtle design. Particularly in this industry, furniture should not be brash and \u2018out there\u2019, it\u2019s a complementary item, part of a bigger vision for a space. <\/p>\n\n\n\n<\/span>What are common mistakes venues make when selecting furniture?<\/strong><\/span><\/h3>\n\n\n\nThey look in terms of numbers, how many covers can I get in and how many can I squeeze in this room. All valid considerations, but experience, safety and practicality should be the main goal. We have a great design team, that\u2019s done this a lot, they know what works. We can tailor and help guide you through the journey. Speak to them, work out a layout with some \u2018legs\u2019. Leave the spreadsheet and decision matrix for later. <\/p>\n\n\n\n
<\/span>What makes furniture truly \u201cfit for purpose\u201d in hospitality?<\/strong><\/span><\/h3>\n\n\n\nIt\u2019s got to stand up to abuse and be intuitive. Hospitality is fast and, for furniture, unforgiving. I\u2019ve got the benefit of having worked in a lot of event spaces, leading teams of agency staff. Turnarounds and resets are often very pressed for time, and I\u2019ve seen how products fail. It\u2019s not about \u2018use it how it\u2019s supposed to be used\u2019, it\u2019s making something engineered well enough that it can withstand how it needs to be used for its environment. <\/p>\n\n\n\n
<\/span>How does storage, durability and flexibility influence your design thinking?<\/strong><\/span><\/h3>\n\n\n\nHospitality has been hit hard since the 2019 pandemic; business models and needs have changed, and spaces are now a lot more multipurpose than they historically were. This is now past the point of being reactionary; it\u2019s necessary for growth and stability. Everything we design has to be strong, durable and flexible. We don\u2019t \u2018knock-out\u2019 products based on requests, as they\u2019ll be lacking in one of these areas. We require a level of rigour in our products to ensure they are relevant not just to where the industry is now, but also to where it is going. We need divergent thinking around a problem space, not an image of what someone would like. <\/p>\n\n\n\n
<\/span>Industry Trends<\/strong><\/span><\/h2>\n\n\n\n<\/span>What trends are you currently seeing in hospitality design?<\/strong><\/span><\/h3>\n\n\n\nI see trends as part of the picture to form an insight into a reaction; they are often short-lived but a key area to identify. At the moment, I\u2019d say there is a trend towards recycled material – i.e. not virgin \u2013 at a percentage in injection moulded\/rotomolded products to offset their inherently fossil fuel-heavy production. This is a step in the right direction, and reflects a wider societal shift. <\/p>\n\n\n\n
<\/span>Are venues prioritising flexibility more than before?<\/strong><\/span><\/h3>\n\n\n\nYes, I think this is a pattern that will continue, particularly as Gen Z are now prioritising wellness and health retreats over the more alcohol fuelled events. It changes the value proposition for evening entertainment spaces heavily for certain venues. <\/p>\n\n\n\n
<\/span>How is sustainability influencing furniture decisions?<\/strong><\/span><\/h3>\n\n\n\nYes, you can clearly see it reflected in boutique brands aligning with designers and companies like Sebastian Cox. This is also being somewhat forced due to the global shortage of Russian birch plywood, which is an entire socio-economic and political issue I won\u2019t go into. <\/p>\n\n\n\n
<\/span>Working with Clients<\/strong><\/span><\/h2>\n\n\n\n<\/span>What do you believe clients value most in a design partner?<\/strong><\/span><\/h3>\n\n\n\nAn understanding of their space, taking time to understand its operation and their business model. Not a cookie-cutter \u2018we can give you X number of chairs at this unit cost with a two-year warranty\u2019.<\/p>\n\n\n\n
<\/span>What makes a venue experience memorable?<\/strong><\/span><\/h3>\n\n\n\nBeing able to focus on the experience, not thinking about that twinge in your lower back or the person who keeps bumping the back of your chair. We can\u2019t do anything about the person one table over with a particularly shrill laugh, though, or the kid scrolling through reels at full volume.<\/p>\n\n\n\n
<\/span>If you could give one piece of advice to hospitality venues right now, what would it be?<\/strong><\/span><\/h3>\n\n\n\nPlan for flexibility and longevity; quick savings don\u2019t play out. It\u2019s the \u2018price per wear\u2019 mentality. This is not just about one brand, but a general philosophy. <\/p>\n\n\n\n
<\/span>Burgess & The Future<\/strong><\/span><\/h2>\n\n\n\n<\/span>What excites you about designing within the Burgess range?<\/strong><\/span><\/h3>\n\n\n\nI can walk out onto the factory floor at any time. I get a huge amount of tacit knowledge shared by a large workforce of people proud of what they do. There\u2019s no set we need X amount of products by this quarter; there\u2019s an understanding that we just need to get it right. That\u2019s rare, I\u2019d say, even rarer than a company manufacturing fully in the UK. <\/p>\n\n\n\n
<\/span>Are there any particular products you\u2019re excited to develop or champion?<\/strong><\/span><\/h3>\n\n\n\nThat would be giving away a little too much at this stage, but I can see some problem spaces gaining some real traction. We\u2019re a collaborative team, design is a process, and we\u2019re just starting.<\/p>\n\n\n\n
<\/span>How do you see the Burgess brand evolving?<\/strong><\/span><\/h3>\n\n\n\nWe have to move with the times; our manufacturing has changed significantly with Industry 4.0 and indeed 5.0. Supply chains are more stretched than ever before. Just think about how impactful the Evergreen disaster in the Suez Canal was. It has to be a period of innovation, and that is no bad thing. <\/p>\n\n\n\n
<\/span>In one sentence, how would you describe Burgess?<\/strong><\/span><\/h3>\n\n\n\nCraft mentality, production scale.<\/p>\n\n\n\n
<\/span>Personal Insight<\/strong><\/span><\/h2>\n\n\n\n<\/span>What inspires your creativity?<\/strong><\/span><\/h3>\n\n\n\nFor me, it\u2019s always about solving problems. I want to map out user journeys, I want to fail fast, and I want to be part of a team that wakes up excited about what they are going to do that day. Being good-enough doesn’t cut it.<\/p>\n\n\n\n
<\/span>Outside of work, what influences your perspective?<\/strong><\/span><\/h3>\n\n\n\n\u2019m lucky enough to be involved in the wider creative arts community. Whether it\u2019s going to shows, or giving my time to young designers full of ideas, or helping small businesses or friends nail a launch or product pitch or that slight typography gripe.
In short, if I stayed in my own echosphere, my ideas would be stale; you have to be multidisciplinary and be willing to understand different perspectives.
For influences, I\u2019d say: Burt Munro, Flamino Bertoni, Oluwaseyi Sosanya, Gareth Neal, Assa Ashuach & Poul Henningsen<\/p>\n\n\n\n
<\/span>Looking ahead<\/strong><\/span><\/h2>\n\n\n\nDiggory\u2019s multidisciplinary approach and practical design mindset reflect the principles that have long defined Burgess. As the hospitality and events industry continues to evolve, his focus on durability, flexibility and thoughtful design will play an important role in shaping the next generation of Burgess products.
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