The Power of Novel Design
Written by Paul Lougée • Co-Written & Edited by Daniel Ramirez
As humans, we’re constantly navigating the basic question: should we stand out from the herd or conform to the comfort and safety of the group?
For some of us, “otherness” comes more easily or is an inherent part of our being. But, when it comes to design, it can be more difficult to feel confident making choices that set us apart. As a CEO for a short-term rental property management company in Southern California, I find myself consistently negotiating these decisions, walking the tightrope between “exciting” and “too much.”
What I’ve learned is that, nine times out of ten, novel design is the right design.
Novel design doesn’t mean every room should be painted a different color of the rainbow or that you should buy a big Hello Kitty sculpture to put in the middle of your living room “just because.” Don’t get it twisted. Novel design does not mean you’re channeling your four-year-old niece or kooky fourth grade art teacher.
Instead, novel design means taking calculated risks to make your work more interesting while not losing sight of basic standards of taste. It means bucking trends that don’t work in favor of what feels right. When you stand out for the right reasons, you actually become a trendsetter.
Photo by Tomás Loewy
In our viral age, where anything and everything is bound to end up on social media, novel design gives you an edge. For instance, my company makes a point to work with artists whose work is eye-catching. We love paintings and furniture that are conversation starters, that you might see in the back of a selfie instagram post and think, “wait, that’s actually kinda cool.”
Staying up-to-date on what’s novel and what’s cliché can take time. That’s why, like many business owners, I don't sleep on my competitors’ design choices. They keep tabs on what I’m doing, too. It’s research and it keeps all of us innovating and pushing ourselves to be better.
Here’s a tip: when they start to copy you, that’s when you know you’re doing something right.
Novel design applies to more than just interior decoration. It extends way farther than that. Which brings me to my next point: you can set yourself apart by creating unforgettable experiences.
Take, for example, creative director Francesco Risso’s Milan Fashion Week show for the brand Marni. After New York Fashion week left many critics wondering if, “in the age of Instagram and big, corporate-owned fashion brands, designers are obsolete,” Risso defied expectations by hosting an all-encompassing event with live music and audience participation.
Instead of making important concepts like diversity and inclusion seem banal and forced, Marni gave a dress code for the show and even outfitted some guests so everyone in attendance was wearing exciting variations of the same outfit. In an age of global and personal disconnect, the designer managed to create community by hosting a show that became a party. His efforts reportedly elicited a standing ovation and tears of joy from many participants.
Like Rossi, you can create a lasting mark on your target audience by following these three simple rules for novel design:
Listen to your gut.
What do YOU think looks good? What excites you and what bores you? Are you sick of seeing that color/style/whatever everywhere? If you’re thinking that, chances are you’re not alone.
Listening to your gut can be easier said than done, especially when you have people who are trying to sell you things, be it furniture, art, or their idea of what’s cool. If you’re in touch with your gut you’re more likely to say “no” to wastes of money and “yes” to what’s actually cool.Take a step outside your comfort zone.
If you’re going back and forth with something because it’s different from what you’ve done up until that point, stop.
Just. Do. It.
At least once. Getting outside your comfort zone is how you grow in life and in design. Once something starts to feel too “safe” it becomes boring. Using this rule in combination with listening to your gut will work wonders for your style.Have as much fun as possible.
Anyone who knows me knows I live life to the limit. One of the best barometers for if what I’m doing is working is: am I having a good time?
Design should be fun. It should make you feel good, even if that good feeling is you being challenged.
Nobody gets into designing, whether they’re designing sets, clothes, whatever, because they’re a wet blanket. They do it because it brings them joy. The more fun they’re having, the more likely what they produce will have an effect on their audience. And if the audience doesn’t get it, but they had enough fun putting it together...well, it wasn’t a complete loss. That’s the beauty of design and, really, of all art.
If you have the opportunity to attend this year’s Art Basel in Miami I guarantee you you will witness some impressive examples of novel design in action. If you’re attending in hopes of making that perfect purchase remember my three rules. Number three should be easy.
I’ll leave you with this takeaway from the 2019 fair. If you were paying attention at all, you couldn’t have missed Maurizio Cattelan’s “Comedian." That’s right. The six-figure duct taped banana. That eventually...was eaten.
Maurizio Cattelan's 'Comedian’
Why would someone spend so much money on something you would find at the grocery store? Why did people line up to get their picture taken with said item? What was all the hype about?
Whether you would have spent money on Cattelan’s piece is for you to decide (remember, rule number one: trust your gut).
Whatever you think, the artist took a big swing with his piece. Now, if someone else started to glue oranges to the ceiling, we would all shrug our shoulders and say, “I’ve seen it before.”
Because what Cattelan did was novel. And, nine times out of ten, novel design works.