INGROUP: A Collaborative Approach to Rebranding Interior Design

Addressing the Identity Crisis of Interior Design in South Africa: A Call to Action

South African interior designers face a significant public misperception: they are often seen as mere decorators whose responsibilities are limited to “making a room look pretty.” This misconception is not only detrimental to the interior design discipline but also contributes to what scholars and professional organizations describe as an “identity crisis” within the field.

Understanding the Distinction: Interior Design vs. Decorating

Interior decoration holds an important role within the built environment. Practitioners in this field use their styling expertise to create beautiful spaces that we enjoy daily. While a formal education is not strictly required for interior decorators, completing a six-month to one-year course can be beneficial for those looking to practice professionally.

In contrast, South African interior designers are held to rigorous standards set by the African Institute of the Interior Design Professions (IID Professions). They must possess a diploma or degree from a recognized educational institution, along with substantial experience to meet health, safety, and welfare industry standards. Their responsibilities go beyond aesthetics; they are tasked with producing detailed specifications and construction drawings (including ceiling, lighting, electrical, and plumbing plans) essential for executing complex interior construction projects. Their expertise also extends to air conditioning systems, home automation, and the correct application of building materials. Despite this, the public often perceives interior designers as simply choosing paint colors, cushions, and curtains—an oversimplification that undermines their skills and training. Research indicates that this misconception negatively impacts their professional practice.

A Global Perspective

This issue extends beyond South Africa. International literature reveals that interior designers worldwide face similar challenges with public perception. The profession is frequently subjected to embarrassing stereotypes: feminine, amateur, and inferior compared to other built environment professions such as architecture or engineering. These stereotypes adversely affect practitioners’ self-efficacy and self-worth, impacting their overall self-esteem.

A Call to Action

As a seasoned interior designer, my frustration with these misconceptions has led me to investigate the identity crisis affecting our field. Through this blog, I aim to share insights and findings from my research and encourage professional interior designers, educators, and scholars to become more informed and involved in addressing these issues.

Introducing the INGROUP

To foster a collective response to this challenge, I have created the INGROUP as a platform for interior designers to come together and discuss this sensitive topic. By joining forces, we can amplify our voice and advocate for a more accurate and respectful understanding of the interior design profession within society.

Welcome to the INGROUP!

Join us in our mission to redefine the professional identity of interior design and gain recognition for the true value and expertise that interior designers bring to the built environment. Subscribe to our blogs and engage with our community as we work towards resolving the identity crisis and enhancing the profession’s stature.

_{Author: Jocelyn Jones | 12 January 2024}