Darshana Patel
Founder
Here’s her exclusive interview with CEO Insight.
What was the inspiration that led you into the Interior Design industry?
Creating something out of imagination is exciting and fun for me and interior designing is an integral part of both art and science has the power to play with plenty of materials, colors, and textures. I find these two factors are invigorating and challenging and it also gives a lot of exposure to the world while working for several clients with different perspectives. When I design for my clients their requirements vary according to their tastes, habits, lifestyle, culture, community, etc. This makes my work exciting and challenging as well as the reason to learn something new every day. This factor of learning something new and creating designs for my clients inspire me to continuously contribute to this field.
What is the change that you want to bring in and what is the motivation
that fuels your business routines?
I believe that every design has its uniqueness and designs should be created on personality-based but not according to the trends. I would like to spend more time on research before designing instead of simply copying reference images. Also, instead of blindly aping the west without actually understanding the Indian usage, I think it’s nice to pick up ideas and ques from various parts of the world ensuring it works well in the Indian context.
Define Signa Design as an organization and its current market position. What makes the company unique? Elaborate how your projects are a testament to the F3 approach?
Signa is a short form for “Signature”. I believe that if my design is bespoke and luxurious, then the naming is apt. I did not want the firm’s name to be kept after my name and it should be a brand that can grow beyond me and carry my design ethos.
Signa is currently a niche boutique luxury brand which eventually I would like to make a global brand showcasing Indian designs elements at the global platform and calling it India modern.
Whilst interior design is ultimately about aesthetics on the outside but at Signa, we believe there is a lot that goes behind the aesthetical appealing ambiance. We study and understand the needs of our clients. We first plan the space addressing the functional needs and once that is satisfied, we start developing the form i.e., the design of the space based on the output of the functional needs. After both these criteria are achieved, we make it a point to fit those into the financial guidelines given by the client as those play a major role in any project. Whilst it is the ultimate goal to design good-looking spaces, I make sure that it should serve the
I believe that every design has its uniqueness and designs should be created on personality-based but not according to the trends. I would like to spend more time on research before designing instead of simply copying reference images. Also, instead of blindly aping the west without actually understanding the Indian usage, I think it’s nice to pick up ideas and ques from various parts of the world ensuring it works well in the Indian context.
Signa is currently a niche boutique luxury brand which eventually I would like to make it a global brand showcasing Indian designs elements at the global platform and calling it India modern
Define Signa Design as an organization and its current market position. What makes the company unique? Elaborate how your projects are a testament to the F3 approach?
Signa is a short form for “Signature”. I believe that if my design is bespoke and luxurious, then the naming is apt. I did not want the firm’s name to be kept after my name and it should be a brand that can grow beyond me and carry my design ethos.
Signa is currently a niche boutique luxury brand which eventually I would like to make a global brand showcasing Indian designs elements at the global platform and calling it India modern.
Whilst interior design is ultimately about aesthetics on the outside but at Signa, we believe there is a lot that goes behind the aesthetical appealing ambiance. We study and understand the needs of our clients. We first plan the space addressing the functional needs and once that is satisfied, we start developing the form i.e., the design of the space based on the output of the functional needs. After both these criteria are achieved, we make it a point to fit those into the financial guidelines given by the client as those play a major role in any project. Whilst it is the ultimate goal to design good-looking spaces, I make sure that it should serve the
purpose for which it has been designed and also be financially viable to the client making it a winning proposition for everyone.
What did pandemic mean for your company as well as for you as a professional? How did you overcome the challenges?
Pandemic was a paradigm shift in the way we worked for all these years. It is very difficult to explain design and ideas to a team over the phone or by mail as we have always been sitting across and brainstorming. Also the business of interior design involves a lot of material selections color selections etc. which turned out to be a difficult task to carry online as many companies(vendors) were not well equipped with the same. As a professional, it gave me time to slow down and rethink not only strategies but future design ideas. The Pandemic has now taught us how anything can happen at any time and we need to be future ready. However at Signa, we have always given a lot of importance to research including new age materials or technology. I would thank my team which has immense knowledge about tech for its contribution in managing to make it through the pandemic with ease if not the best at least.
What are the future market opportunities that you look forward to investing your time to reach your goals?
I am looking out to venture into branded residences and branded interior design spaces. I am also working towards having strategic alliances with companies and individuals having similar areas of interest to grow and expand across India and overseas.
Darshana Patel, Founder, Signa Design
Darshana is an alumnus of LS Raheja School of Architecture with over 15 years of design practice and operates out of Mumbai and Bangalore offices. She has worked with a leading designer in Mumbai for three years before deciding on starting her venture in 2007. Initially, she set up her office in Mumbai but as more projects started coming in Bangalore, Hyderabad, Chennai, she opened a branch in Bangalore before shifting its base there for better management and cost arbitrage.
What did pandemic mean for your company as well as for you as a professional? How did you overcome the challenges?
Pandemic was a paradigm shift in the way we worked for all these years. It is very difficult to explain design and ideas to a team over the phone or by mail as we have always been sitting across and brainstorming. Also the business of interior design involves a lot of material selections color selections etc. which turned out to be a difficult task to carry online as many companies(vendors) were not well equipped with the same. As a professional, it gave me time to slow down and rethink not only strategies but future design ideas. The Pandemic has now taught us how anything can happen at any time and we need to be future ready. However at Signa, we have always given a lot of importance to research including new age materials or technology. I would thank my team which has immense knowledge about tech for its contribution in managing to make it through the pandemic with ease if not the best at least.
What are the future market opportunities that you look forward to investing your time to reach your goals?
I am looking out to venture into branded residences and branded interior design spaces. I am also working towards having strategic alliances with companies and individuals having similar areas of interest to grow and expand across India and overseas.
Darshana Patel, Founder, Signa Design
Darshana is an alumnus of LS Raheja School of Architecture with over 15 years of design practice and operates out of Mumbai and Bangalore offices. She has worked with a leading designer in Mumbai for three years before deciding on starting her venture in 2007. Initially, she set up her office in Mumbai but as more projects started coming in Bangalore, Hyderabad, Chennai, she opened a branch in Bangalore before shifting its base there for better management and cost arbitrage.