Industry Insights: Daniel Hopwood

Can we talk about your career beginnings? How did you get to this point? Where did you start?

I can blame that on my parents. Both were passionate homemakers. They loved collecting antiques and decorating; I had a paint brush put in my hand from early age. When not working on the family home we'd visit stately homes and antique fairs which gave me an early understanding of different styles and appreciation of beauty. As a young man I couldn't resist the lure of London, first to work in the furnishing department at Harvey Nichols which was pretty cutting edge, and then on to study a degree in architecture and become an Alumni of the Prince of Wales of Architecture. 

When did you start the business?

I worked for a  number architectural firms designing everything from a mortuary to some pretty whizzy houses. I felt confident enough to set up on my own at the age of thirty. On reflection that was a brave move now knowing the demands of running a design business but I felt that I had something new to offer. I felt times were changing, interior designers were becoming more professional and it was now not just about who you know but what you know. 

What is your approach to design, and how do you begin a new project? 

Once when I visited a new client, he told me that he wasn't keen on my portfolio of work. Of course he wasn't! The work was for other people not him. I explained to this potential client that my role as a designer is to interpret someone else's taste and desires, not my own. I offer expertise, not a set look. I achieve this tailored approach by involving a client early on in the design process, guiding rather than dictating. Clients say that it a fun experience and they discover their own style.

It sounds like a big part of your job is learning how someone works and what they like, then interpreting that in your own way?

Developing the design is just one part of the process, then there are the challenges of constructing a project. That's when I rely on an extensive team of skilled trades and craftspeople - I'm only as good as them. The key is to deliver a comprehensive design package and follow that through with site presence as there will always be a level of adjustment, especially when working on existing buildings. The teams I work with are carefully selected, and I've worked with many of these individuals throughout my entire career. It must be reassuring for a client who is entrusting me with their home and dreams that they are in good, experienced hands. 

Do you prefer it when a client comes to you with a really strong vision, versus somebody that might come to you and just say, ‘do what you want to do?’

I prefer a client to have a vision. Not with too much clarity mind you, but rather with more of a feeling of how they want to live. I'll leave blank canvases to artists; mine is an applied art and I love the collaboration. I enjoy turning those dreams and aspirations into a reality. 

What advice would you give to a young person looking to follow in your footsteps as an interior designer?

It's impossible to fake it before you make it in our industry. You would soon be found out. Instead, enjoy the learning process. Study and discover. There are many who dream of entering this world of design and believe their ideas will be all they need. This is not the case. Drawing skills, design education, technical experience, an ability to motivate and encourage others and huge dollops of empathy will make you a good interior designer. That doesn't happen overnight. 

For more information on Daniel Hopwood's work, click here.