Luke Hawes

Priestmangoode recently reached the shortlist for the International Yacht and Aviation Awards 2013. Their stunning cabin for TAM Airlines (click to view) will compete for the First Class Cabin Award. To enter the awards, email  awards@design-et-al.co.uk

Name: Luke Hawes

Company: Priestmangoode

Position within company: Director

Website: www.priestmangoode.com

. What direction do you feel design is moving towards in general terms?

We are seeing increased integration of technology within the design of interior environments. The prominence of smartphones and tablets in the consumer industries means that passengers are looking for the same level of connectivity and flexibility these devices allow them, wherever they are. At Priestmangoode, the majority of our work is in aviation design. One of our focus areas in that industry is working with seat manufacturers and IFE vendors to bridge the gap between products onboard the aircraft and consumer products.

. What projects are you currently working on?

All current projects are confidential, but we are working on exciting branding and interior concepts for many of the world’s leading airlines.

. A designer’s work is so diverse – how do you manage to hold down a career and a life?

Design is one of those industries where the boundaries between work and life are frequently blurred. It isn’t really a question of managing to hold down either, because they often mutually inform one another.

. Name five key themes to consider when approaching design in 2013 and beyond.

1.    Sustainability is not just about using less, it’s about using smarter

2.    Repair, reuse, recyle

3.    Champion local industry

4.    Think long term collective benefit, not short term personal gain

5.    Is ownership the answer? Share, lend, pass on, explore other possibilities.

. If you could offer one piece of advice when it comes to design schemes, what would it be?

Look to local culture for inspiration. Too much design today is gentrified.

At Priestmangoode, we don’t have a house style, and this enables us to work for different airlines simultaneously, many of them national carriers, such as TAM Airlines, Turkish Airlines, Thai Airways etc.

In an age where so much design looks the same, we have found that using local culture to inform a scheme can offer great competitive advantage.

. How important are The International Yacht and Aviation Awards as recognition of talent and achievement?

The International Yacht and Aviation Awards provide a benchmark of design excellence in luxury yacht and aviation design. We are delighted to have been shortlisted for the 2013 awards with our First Class cabin design for TAM Airlines.

. How do you relax?

Golf with family and friends, ideally when the sun is shining!

. What are your aims and goals for the next twelve months?

We opened our first overseas office last year in Qingdao, China.

There is great market potential for us, particularly within the aviation industry, to help companies use design to improve efficiency and gain competitive advantage. We are looking forward to increasing our presence in that market.

. Final thoughts; tell us a little more about yourself

Car – A long black Mercedes

Favourite place to travel – Where I proposed to my wife

Favourite hotel/ restaurant/ bar – The Mandarin Oriental, Bangkok

Place that gives you the most energy – Wherever I am when I get the next good idea

Place that enables you to totally relax – The first tee

Favourite food and drink – Sushi & Sashimi followed by Steak & Chips with a full-bodied red