We recently had the privilege of interviewing Renée de Waal, Founder & Chief Visionary for Xperiencemakers, an interior architecture and design studio. With Xperiencemakers, Renée de Waal creates bespoke experiences for clients, ranging from high-end residential spaces to hospitality environments in wineries, restaurants, and more. The firm’s expertise includes transformative and personalized design, heritage spaces with a sustainable and artisanal focus.
With the launch of Renée’s dedicated website, TalkAboutSpaces.com, the platform will explore both, well-being and design, empowering aspiring designers, seasoned professionals, and anyone passionate about creating harmonious spaces.. In this insightful session, Renée de Waal offers a candid glimpse into her multifaceted career journey, unveiling the challenges she faced along the way and shedding light on her entrepreneurial ventures.
The Beginning
We started the interview by asking, “Can you walk us through your professional journey and how it led to where you are today?”
Renée de Waal shared, “My early career encompassed various creative endeavors, including dance productions, clothing, and furniture design. However, I embarked on my professional journey as a qualified Interior Architectural Designer over 30 years ago and established Xperiencemakers Interior Architecture & Design 25 years ago.
The spark for the name came from reading Pine and Gilmore’s ‘The Experience Economy’ which I read in 1999; just as I was starting the interior design firm. The book’s insights resonated so deeply, that it became the main driver and north star for my vision with our brand. Laying the foundation for our unique approach to customer experience in the realm of space design.”
Renée de Waal added, “Our mission has always been to go beyond mere aesthetics and functionality, but crafting and carving brand and space experiences both internally and externally. Our objective is to enhance the value experience for our clients; their customers and our teams: exceeding expectations. It’s about creating a devoted community and sharing in the success; one project at a time.
From the outset, I recognized the profound influence that our surroundings have on our overall well-being. This realization, coupled with my lifelong practice of meditation, has been the driving force behind my approach to design. For over three decades, I have dedicated 90 minutes each morning to breathwork and meditation, fuelling my creativity and nurturing a deep connection with the spaces I design. As Xperiencemakers celebrates its 25th anniversary, I am proud to have mentored countless interns and students, sharing my passion for crafting environments that foster meaningful connections.”
Adaptability Amidst Adversities
While challenges are an inevitable part of every business, we asked, “Reflecting on your career, what have been some of the most significant challenges you’ve faced, and how did you overcome them?”
Renée de Waal shared, “My entrepreneurial journey has been a love-hate relationship, filled with both triumphs and challenges. I’ve navigated through multiple recessions, including the recent COVID-19 pandemic, testing my resilience at every turn. One of the most significant challenges I faced was confronting my own subconscious need to prove myself in a traditionally male-dominated industry.
Stemming from childhood experiences, this drive fuelled my determination but also led me to the brink of burnout
on a few occasions. However, it was through perseverance, asking deep introspective questions, and seeking one-on-one mentor guidance, that I was able to overcome these obstacles. I spent two uncomfortable yet
transformative years unpacking our processes, my psychology, and its relationship to my business systems. This process enabled me to better understand the inner workings of my mind, and communicate more strategically and effectively with my team.”
Balancing The Operations
We were intrigued to learn more about the approaches adopted by Renée de Waal to maintain a balance between her business operations. So, we asked, “How do you balance long-term vision with short-term operational needs?”
Renée de Waal shared, “Firstly, I clearly defined an ambitious overarching vision and brand ethos for the firm, and then ensured any projects and clients we take on align with this long-term vision. To streamline operations, I implemented well-defined processes and used templates to systematize every client touchpoint, while still maintaining responsive communication and human connection.
To assist with non-design operations, I assembled a great support team including financial, legal, and accounting experts who deeply understand the nuances of the design industry. Internally, I hire the right people who embody my company’s core values, granting them ownership, and empowering them as leaders to further propel the business forward in keeping with the long-term aspirations for the firm. These strategies allow us to remain adaptable to make quick adjustments to align short-term operations to the long-term vision as situations demand.”
“At Xperiencemakers, we have developed a proprietary creative audit process that serves as a strategic foundation for our client’s projects. This approach allows us to understand our clients’ needs deeply and develop a high-level vision for the project, ensuring that everyone is aligned from the outset.
By identifying areas that can yield quicker turnover and significant impact, we can strategically focus our efforts while maintaining a clear line of sight toward the long-term vision.” She further added.
Current Offerings
We further asked, “Tell us more about your services and if you are planning to add something new in the future.”
Renée continued, “At Xperiencemakers, we offer a comprehensive range of interior design services tailored to the unique needs of our clients. Our expertise spans from crafting captivating hospitality experiences for wineries, restaurants, and boutique hotels to creating bespoke residential spaces that reflect the distinct lifestyles of our discerning clients.
Looking ahead, I am delighted by the launch of our dedicated website, TalkAboutSpaces.com. This platform serves as a hub for exploring the intersection of holistic well-being and the business of design. Through this venture, we aim to empower aspiring designers, seasoned professionals, and anyone passionate about creating harmonious spaces.
At TalkAboutSpaces.com we delve into the transformative power of thoughtful design, offering
valuable insights on incorporating mindfulness into the design process, nurturing environments that promote well-being, and harnessing the potential of a thriving design business.”
Analyzing The Market Trends
To succeed in any business, it is paramount to efficiently assess the right market trends. So, we asked, “What methods do you use to analyze market trends, and how have these influenced your business decisions?”
Renée de Waal replied, “We employ a multifaceted approach. I encourage a culture of continuous learning within our team, ensuring that our designers are well-equipped to adapt to evolving market dynamics. Additionally, we actively collaborate with architects and other industry professionals, fostering a continuous exchange of knowledge and insights.
By remaining attuned to emerging trends and consumer preferences, we can make informed decisions that align with our client’s needs. However, while design trends can help give language to an aesthetic, and provide inspiration; creating truly timeless interiors is about curating spaces that reflect a client’s or brand’s true essence.”
Reshaping Businesses
Amidst the fast-paced digital transformation, businesses are undergoing significant changes. We asked, “How has digital transformation affected your business model?”
Renée de Waal replied, “Digital tools have significantly impacted the design industry, presenting both opportunities and challenges. Computer-aided design (CAD) software, 3D modeling, and visualization tools have revolutionized our ability to conceptualize and communicate design ideas more effectively. These digital tools have streamlined our processes, allowing us to iterate and refine designs with greater efficiency and precision.
However, we recognize that technology should serve as a supplement to our expertise, not a replacement for our critical thinking and creative vision. I always encourage our designers to start with 2D planning, to develop an intuitive understanding of space flow; viewing design as a puzzle that requires an unconscious competence to solve. We leverage technology as a tool to augment our creativity while maintaining a human-centered approach to design.”
Emerging Market Trends
To learn about the perspective of Renée de Waal on the latest market developments, we asked, “What emerging technologies do you believe will have the most significant impact on your industry in the next five years?”
Renée de Waal responded, “The design industry is continuously evolving, and emerging technologies are poised to have a profound impact in the next five years. One area that excites me is the integration of artificial intelligence (AI) and machine learning into our operational processes.
Additionally, the advancements in virtual and augmented reality (VR/AR) technologies present exciting opportunities for immersive client experiences. By enabling clients to visualize and explore proposed designs in a simulated environment, we can enhance their understanding and involvement in the design process.
Furthermore, I anticipate a heightened focus on sustainable and eco-friendly design practices, driven by growing environmental concerns and consumer demand. The development of innovative materials, construction methods, and energy-efficient systems will play a crucial role in shaping the future of our industry.”
Employee Satisfaction, we asked Renée de Waal
Employee satisfaction goes a long way to ensure the success of a business. We asked, “What strategies do you implement to maintain high levels of employee engagement and satisfaction?”
Renée de Waal shared, “At Xperiencemakers, I foster an environment that values open communication, collaboration, and continuous learning. One of our core strategies is to cultivate a shared vision and set of values among our team members. By aligning our individual goals with the company’s overarching mission, we create a sense of purpose and ownership that drives motivation and engagement.
Additionally, I support self-development opportunities; encouraging our team members to attend workshops, seminars, and industry events to expand their knowledge and skills; as well as self-development through practices that promote mental and physical well-being.”
Pioneer In The Field Of Transformative Design
We ended the interview by asking, “How do you want your business to be remembered, and what steps are you taking to secure that legacy?”
Renée concluded, “I want Xperiencemakers to be remembered as a pioneer in the field of transformative design – a company that not only crafted beautiful spaces but also positively impacted lives and fostered meaningful connections. Our legacy will be rooted in our unwavering commitment to creating environments that nurture and inspire those who inhabit them.
Our focus on sustainability, artisanal craftsmanship, and respect for heritage will ensure that our designs stand the test of time, both aesthetically and ethically; crafting interiors that live.”
She added, “Moreover, through our new venture, TalkAboutSpaces.com, we aim to share our knowledge and insights with the design community, empowering others to embrace the transformative power of mindful design. By fostering a dialogue around the intersection of well-being and the built environment, we hope to inspire a new generation of designers who prioritize human-centered, sustainable, and emotionally resonant spaces.
Ultimately, our legacy will be defined by the lasting impact we have on the lives of our clients, the communities we serve, and the design professionals we mentor and inspire. We are committed to leaving a profound and positive imprint on the world, one mindful space at a time.”
Follow Renée de Waal on LinkedIn.
Visit TalkAboutSpaces.com on their website https://talkaboutspaces.com/
Visit Xperiencemakers on their website https://www.xperiencemakers.co.za/
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