Angela Gidden: Designer, Creative Director, Creative Entrepreneur

(Image obtained from www.irisprize.org/jury/year-2007/i/151/desc/angela-gidden)

The final lecture for this professional practice module was held by Angela Gidden; one of Wales most progressive designers and leading furniture designers in the U.K. Her experiences spans over 21 years in furniture, product, interior and exhibition design working with clients in the U.K and beyond. Clients include lifestyle retail brands The Conran Shop, Heal's and Liberty. In addition her design studio attic 2 has been commissioned to work on many conceptual projects for clients such as the BBC, the National Assembly of Wales, Wales Venice Biennale and many more.

Lecture Notes:

'Romance and Risk'

Romance: a dreamy, imaginative habit of mind.
- a strong reputation
- original commercial ideas
- skills
- family support
- contacts
- skilled team
- energy
- determination
- passion
- vision

All businesses start with an idea and some passion.

Risk: gamble. chance, take chances, adventure, take a risk in the hope of a favourable outcome.

- a woman in business
- no start up funding
- bank manager says 'no'
- capital investment, savings and borrowed money
- over-working, 6am until 2am, 7 days a week.
- dependent, supporting husband
- premises
- employing people, wages to find
- customers to find - losing money, low salary or no salary
- isolation
- a whole new world

'be in control of your destiny'

'be original as a designer'

Attic 2 - design studio opened in 1993.

Pacino -1993, most successful and longest selling sofa/product at Habitat.

Welsh Assembly - designed furniture for public place. Must be very durable.

Our solution is never one single idea but an evolution of many...

Love the idea but why do it?

- is there an 'orginal idea' with a strong competitive edge?
- is there a need?
- is there a gap in the market?
- is there real commercial potential?
- is there a resource or support to tap into?
- is there potential for dynamic collaboration with others?
- is the idea going to add value?
- is there a desire to be in control?
- is there capacity, energy, and passion?
- is there a profit to be made?
- is there anything stopping you?

Attic 2 designs and produces furniture but creates waste. We need to turn the waste into products of value. The passion for sustainable design, creating a new brand....starting another business...

Nomads and Nest - an online store to buy satchels, fobs etc.

'We love our stuff to be cherished not chucked!'

New idea:

- Nomads and Nest needs a retail outlet.
- need to sell face to face.
- need a new market place.
- need to expand.

The Passion:

- create a shopping destination for Welsh designers.
- create a new designers community.
- create a new brand.

Wonder Culture launched, a designers market.

AND another idea:

- we need to promote our brands and businesses.
- we need to promote design in Wales.

'Design up your street' - newspaper

- talking
- design in Wales
- design beyond Wales
- design in your community
- design up your street