India Design ID marked its 12th anniversary in 2024. The country’s pioneering architecture and design festival saw people from all spheres of life unveiling luxury innovations in home decor and interior design. The event offered budding designers a platform to showcase their products at the fairground of Okhla, New Delhi. Those who attended the event in person were mesmerized by an impressive array of exquisite pieces and bespoke decor brought to limelight by the prominent designers from all over the world.
The show brought together diverse artistic talents from around the globe and also featured an ID Symposium – an interactive platform to exchange ideas. This year’s event comprised a star-studded speaker lineup of Odile Decq, Peter Zumthor, Phillippe Fouche, Maria Porro, and many others. As the event concludes, we touch base with Preeti Singh, Brand Director of India Design ID to get her thoughts on this year’s event. We further delve into the personal and professional journey of Preeti, from being an editor to leading India’s largest design fair.
Homecrux(HC): Tell us about your childhood. Where does this affinity for design and architecture come from?
Preeti Singh(PS): It’s been a progression really. When I was an editorial writer in my early twenties I discovered a passion for photography. I was working with all these fantastic photographers at the time…and I discovered spaces, play of light, and shadows, and the concept of balance. And then of course I was always a fan of Kevin McCloud of ‘Grand Designs’ and all the design shows. Somehow my interest manifested in the right opportunity and I was offered to start a design and architecture magazine for the Times of India in 2012. That’s how I got started in this space.
HC: You were the Managing Editor of Wcities and Vault. How did the experience of working with the American Publishing Houses shape your understanding of design?
PS: I was also the editor of Home and Design Trends Magazine and Houzz India. That played a much bigger role. But yes, what I learned from American publishing houses, especially from Houzz was the focus and attention to thoughtful processes and planning meticulously. Houzz also taught me a lot about digital marketing and brand positioning. It’s because of both TRENDS, and Houzz, I discovered the diversity of the design work that was going on with the country. They gave me the opportunity to find and highlight emerging talents and newer firms.
HC: How has the design landscape changed in India over the years?
PS: Design in India is booming. India has had such a rich art, architecture, and craft culture…I feel the younger design studios, now, have embraced it and are celebrating it and interpreting it through their own contemporary language. It’s given rise to a very fresh design language coming out of India. I love that.
HC: Now that you are at the helm of India Design ID, what vision do you have for the event in years to come?
PS: ID will always strive to be a platform that represents the best of the Indian interior, product design, architecture, and collectibles. We want to keep pace with how the design community is growing and expressing themselves. I see ID as growing bigger and even better.
HC: What will it take for ID to come to par with global design events like Salone del Mobile and London Design Festival?
PS: We have had many international visitors that came in 2023 and in 2024 and have said how India Design ID reminds them of Salone – how the work showcased is as good and how impressed they are with Indian talent and products. The scale of Salone is something to learn from. As well as its curation, inclusiveness, and diversity. We would like India Design ID to be the country’s biggest celebration of good design and interiors.
HC: What has been the biggest highlight of your tenure as Brand Director of India Design ID so far?
PS: It would have to be the ID Symposium – I am very happy we have been able to grow this in a way it truly deserved the attention. All our sessions are superpacked now. Speakers from across the world and from India participate in the three-day stalks and lectures.
This year, in addition to award-winning ‘startichets’, we even had a Pritzker prize-winning architect, Peter Zumthor come to give a talk. The other has been building better engagement with the architect and the design community through thoughtful programs. I am very happy that we have been able to reach out to a very large part of the country’s design community.
HC: What does Preeti Singh do when not adhering to her busy schedule?
PS: Playing tennis, doing pottery.
HC: With you as the Director and Misha as the Head of Strategy and Curation at India Design ID, do you believe this is the beginning of a new feminine wave?
PS: I think behind every successful team now, there are women. So yes, absolutely!
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