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The Ambition
The Ambition

The Ambition

How deep does the rabbit hole go?

To fully understand the purpose of this platform, you need to know something first.
Should you have a few minutes to spare, kindly read the letter below.
It is of a young, spirited and naive nature : with a fierce ambition to inspire change.
It also acts as a reference point – giving a little bit of insight : What had inspired the urge to set interPRiority in motion
What to perhaps expect within your further readings
And what hopes are held for the future.
Consider the readings within this platform with a pinch of salt, and an open mind.
I hope not to waste your time – but time is what it’s going to take when reading and doing your own self study on the matter.

The Concept

I am a qualified Interior Architect [25].

To actively design intricate spaces with attention to detail and user reinterpretations on a larger scale – is something I look forward to within my career.

An opportunity as an external sales executive arose – allowing me to represent products and services to all professionals within the building environment; who I am fortunate enough to meet. It became evident that the industry was (and is still) suffering. Be it the recession – making people more cautious about spending their money; or be it too many designers for too few clients? So many more questions, which I do not have the answers to.

All I know is that I cannot sit and do nothing while this unbalance keeps hindering the possibility of design vs. daily living. What is currently happening with the industry? Why did the deciding factor end up on cost instead of quality and value. Have they not figured out that it should not be about the money?

I believe, it should be about the quality and meaning of living; inspired through design. Of course, keeping the client’s brief, identity and relevant budget and other restrictions in mind. Surely, transparency regarding limmitations and restrictions can lead to exciting innovation?


The years spent at university are held dear to this day. What I did not know at the time, was that a burning desire to know more about design was being developed within my mind – more specifically towards Interior Architect’s meaning and possibilities within life. A desire to exceed the norm, and become a part of something greater than what the world had expected.

What I miss most, is the constructive, dinstinctive, and objective driven learning, exercised within a studio environment:

  • Theoretical challenges to inspire critical (problem solving) thinking.
  • Having a comfortable space to play, explore, analyse and develop design – individually as well as within a group (team.)
  • When you had an opinion – you had better made sure it could be substantiated : what had influenced and inspired that way of thinking?
  • Precedent studies analysis, providing valid reasoning for the particular placement of a design feature.
  • Displaying the correct critical reasoning required within a theoretical composition analysing the interior’s significant other.
  • Doing feasibility studies about the dimensions within sustainability (social, economical, environmental and personal.)

Life Happened

Responsibilities occupy most of my time and money, leaving me broke and exhausted. Stuck within an ugly loop. Is this what it means to be alive; Disconnected pieces all mushed together?

  • Work (career)
  • Family (personal relationships you cherish)
  • Personal (knowledge, health, interest, music, aspirations)

There seems to be not enough time to sufficiently invest in either one of those categories. I am searching for the balance in which all categories are actively accommodated for, within daily living.

I am priviledged to be employed at an exciting company, indirectly assiting me to reach a better understanding about the building industry. I love what I do. However, I have depleted most online platforms for daily inspirations, as well as finding pleasant visual distractions from reality for sufficient dreaming. Frustration creeped in faster than expected – as design analysis was limited to only the visual ques I was able to assume from each carefully staged image.

  • What was the concept behind each composition?
  • Why did the individual choose that angle/ filter/ focus/ perspective?
  • What had influenced their choice of colour and material palettes and moodboards?
  • What did their concept development drawings look like?
  • What had inspired their way of thinking?
  • What is the individual’s personal opinion on life as a creative?
  • How long did it take to complete the project from design development to final installation and implementation?
  • If there were any implications – what were they, and how did you resolve them? and how would you do things differently in the future?
  • How did they want to influence the end user through that particular composition?
  • What did they want to inspire?
  • Critical thinking.
  • A particular experience.
  • Display a Narrative.
  • Fulfill a particular function or purpose only.
  • Attention to detail.

The following platforms are only a few of the many I have been a part of and frequently observing :

  • Architizer
  • Archipreneur
  • Dezeen
  • Frame
  • Design Thinking
  • Design Mind
  • Observe Design
  • ArchDaily
  • Avantgarde
  • Life of an Architect
  • Open Architecture
  • Design Matters
  • The Futur

Without stabilised funds, it is difficult becoming involved with any professional body for representation, support, and a community to feel a part of.

  • iid – The African Institute of Interior Design Professions
  • IFI – International Federation of Interior Architects / Designers ( representing idda on a global scale)
  • iida – International Interior Design Association
  • SACAPSA – South African Council for the Architectural Profession
  • PIA – Pretoria Institue of Architecture
  • GBCSA – Green Building Council of South Africa
  • SAIA – South African Institue of Architecture

The World Needs Change

Even though money is a necessary commodity, it still does not mean you should be breathing for the sole purpose of earning more.
The concept is to inspire critical thinking, while keeping an Open Mind.
To share knowledge with one another, on an Open Source principle.
Nothing’s potential can be fully understood, without honouring each individual’s developing passion and input on the topic.
The concept is about understanding critical thinking within both practice and theory, while keeping a balanced lifestyle. 
To inspire you to lead change within your immediate contexts.

It is never fun, alone

Design is beautiful, with its roots in everything. From pen and paper, to our cultural and habitual routines. With its complexity, it is easy to feel left behind, lost, confused, and even irrelevant.

Here, is a virtual studio on which insight can be developed, shared and challenged.

As sharing of knowledge, allows for faster development and growth.

And who doesn’t like making friends from across the globe?

Welcome to  i n t e r p r i o r i t y .


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