Sally Storey, Design Director for Lighting Design International takes 5 minutes to talk to us about the importance of the Design Awards

For more information about the International Product Design Awards 2013 from design et al Magazine visit –

Lighting Design International won a place on the Lighting – Scheme shortlist with a stunning residential project. Here, their Design
Director Sally Storey talks to us about design direction and influencing elements.


Name: Sally Storey

Company: Lighting Design International

Position within company: Design Director




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

Design in the eighties has been extreme and over the top, with almost everything being over embellished. The 90s and 00s saw minimalism at its height with everything moving to a beige palette and de- cluttering almost everything to a minimum. Now with the idea of upcycling, there is a definite relaxed approach to design that is more accepting combining different styles. Panelling is back, mixing old and new furniture, but there is a simplicity as well. Colour is there as accents, bringing fun and liveliness to the interior. In lighting I see a resurgence of the glamour of decorative lighting being combined with the architectural lighting effects that are my tool box. The skill is knowing the balance.


What are the key influencing elements at present?

For lighting, restrictions and regulations have led to the development of a wealth of new tools available. They have made lighting designers evaluate their approach allowing for creative innovations not possible before at the fraction of the energy cost.


What sort of projects are you working on at the moment?

Super yachts, 5 star hotels, unique residences to shopping centres, offices and galleries.


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

A designer’s inspiration is everything around them so I find life and carer are combined. If you love what you do then boundaries blur.
If you keep happy that inspiration filters through to everyone around.


Name 5 key essentials for 2013 and beyond.

A well designed lighting scheme to complement the architecture and interiors.


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

Discover the need for the product and design what is required using simple proportions. Avoid over design and gimmicks that do not stand the test of time.


How important do you feel Design Awards are as recognition of designers talents and achievements?

They allow new ideas to be recognised. They promote the concept of design publicly and bring ideas, that may otherwise be lost, to the public eye. Also designers are rigorously reviewed by ones peers and tested so hopefully awards promote good design to everyone.


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

To continue to use new inspiration to influence my lighting designs to create exciting stimulating environments to live, work and play in.


Final thoughts; tell us a little more about yourself

– The car you drive? Hyundai

– Your favourite place to travel to in the world? India – I love the chaos, the colour and the magic.

– The place that gives you the most energy? Work

– And the place that enables you to totally relax? Being on holiday anywhere!

– Your favourite food and drink? Carpaccio of tuna and any delicious white burgundy


To see who else has made the short list visit –