DEX Connex

 

Four years ago when asked to design a fundraising event for the New York chapter of IIDA that could be run in conjunction with NYC X Design, Annie Lee of Environetics conceived of an evening of networking and inspiration through a speed-dating-like process of rapid-fire conversational exchanges with creative people from all sorts of creative professions outside the usual IIDA member professions.

The initial concept was 10 tables sponsored primarily by industry IIDA members who could invite up to 10 guests per table. Ms. Lee then recruited 10 sets of speakers (sets – because some speakers are teams of two). The presentation part of the program was designed to last one hour in three 20-minute bursts, so each table would interact with three speakers, and interaction was part of the design from the get-go.

“I wanted to put interesting people of creative accomplishment outside our field with people from our industry and let them get to know one another and share their creative experiences,” said Ms. Lee. “I thought it would be inspiring for our colleagues to learn about how creative people in other fields work and accomplish innovative things.”

The idea was a huge success because the basic idea is rock solid and innovative, but also because time was allowed for guests to network. And we all know how our industry folks like to mix and mingle. One person in the audience that first night four years ago fell in love with the concept more than most. Carol Symchik of Primason Symchik knew immediately that this was an idea she wanted to be involved with, so she offered to join Ms. Lee as co-chair of the event and for the last three years she has been an integral part of its planning and execution.

Success breeds success. From 10 tables in year one, the event grew to 12 tables in year two and 15 tables in year three to 22 tables this year. The tables sell out in minutes, so the limit is likely to be based on logistical considerations rather than demand, because an important aspect of the basic idea is that the event is held in interesting spaces provided by companies with a big presence in NYC.

Last year – my first – DEX was held at Viacom with a terrace overlooking Times Square. This year it was held at Sony, overlooking Madison Square with great views of the Flatiron and Empire State buildings. Both of these companies have large dining rooms and terraces with breathtaking views, but at 22 tables of 10 each plus 24 speakers, plus serving staff we were around 250 people this year. If the event were to get much bigger it would have to be held in some sort of ballroom with, most likely, no views; which would be a great loss.

Last week I caught up with Mses. Lee and Symchik for a quick phone interview. I was most curious about how they identify and then recruit so many talented speakers from so many disparate fields.

“It has become a year around process,” said Ms. Lee. “Both of us have our sensors on alert at all times and every time we hear about or meet someone we think is creative and talented and interesting we make a note and try to get their email address. Carol takes the lead in recruiting them.”

“As the date approaches I send an email to the potential speakers explaining the concept and giving them the information they need to decide if they’re at all interested,” said Ms. Symchik. “If they are, and the date and time work out I arrange a face-to-face meeting. One or both of us will attend the meeting and after telling them all about the event, we explain the nature of how they’ll be presenting – to a group of people around a table. Then if we’re as impressed as we thought we’d be and if they’re willing to do it, we’ve got a deal.”

I think the key is that in Mses. Lee and Symchik we have two talented talent scouts who have shown a knack for vetting that easily trumps Trump. See the sidebar of speakers and judge for yourself.

So once the speakers are recruited and the venue is secured, our dynamic duo turns its attention to the myriad details of producing the event; perhaps least of which is selling the tables.

“The event sells out in hours if not minutes,” said Ms. Lee, in our phone interview. “For one thing many of the table sponsors who have attended previously have made sure we know they want to return. This year 10 of the 15 sponsors from last year returned. And as the word has spread through the industry, we have enjoyed exceptional support.”

To make sure the evening is a series of conversations and not just a series of presentations, the sponsors are encouraged to invite clients and friends they think will be willing and able to join in and enlarge and enliven the dialog. Judging based solely on my table, I can say my host, Dennis Cahill of the New York Design Center, did his job very well, putting together a mix of interesting and very conversant people.

The thing about DEX that is rather surprising when you experience it is how quickly it’s all over. You show up and happily greet the people you know but haven’t seen for a while. Then you meet some new people you’ve maybe heard of but never met. You have a glass of wine or a beer and chat it up, maybe grabbing an hors d’oeuvre or two at the well stocked food table, and before you know it, Ms. Lee is on the microphone telling you to find your table. Then you greet your host, meet the people at your table – some you know, some you don’t – and Ms. Symchik is on the microphone going over the rules of engagement.

By that time the first speaker has taken a seat and starts talking about what it is they do. All kinds of questions and answers and sidebars ensue and before you’re anywhere near finished, the infamous gong that announces the speaker change sounds and voilà you’ve got a new speaker. That happens three times, and it’s all over except the networking on the terrace. Some people drift out to other commitments and work deadlines and most refill their glass and head for the terrace.

It’s invigorating, inspiring and a lot of fun. It stimulates all those senses that make you realize there’s a wide world of opportunity out there and there are people following their passion and accomplishing wonderful things. I hope Mr. Cahill is one of those repeat sponsors and that he will invite me again. Otherwise I’ll have to dig deep and get on the sponsorship waiting list with Mses. Lee and Symchik.

The table Sponsors were: 

Architectural Flooring Resources, Alias, Allermuir, Andreu World, Beachley, Carnegie, Gunlocke, Kay Lighting. Kimball Office, Knoll, Lane Office, Leland, Mohawk Group, New York Design Center/200 Lex, NY Digital, Shaw Contract Group, Steelcase, Teknion, Urban Office, WB Wood.

The guest speakers at DEX 2017 were:

Amy Webb, Art Therapist/Painter; Director of the Arts and Business Council of New York (ABC/NY),

Andrew Korpen, Film Distributor; CEO of Bleecker Street Media, an independently-financed distribution company based in New York City.

Angela Jolin, Creative consultant/Fashion Stylist; Formerly a contributing editor for Swedish ELLE magazine, ELLE Food and Wine, ELLE Decor, ELLE Lyx and CAFE magazine. Angelina is now under contract with Plaza Publishing Group, working with 13 titles in Sweden.

Ben Brooks, Executive Coach; Founder & CEO of PILOT, where he helps companies retain their best people by delivering career coaching through technology.

C. Finley, Visual Artist; New York and Rome based artist known for her elaborate geometric paintings, skillful use of color and her activism through street art. Previous projects include the 2014 Whitney Houston Biennial and Wallpapered Dumpsters.

Chris Healer, Designer /Producer; Founder, CEO, and CTO of The Molecule. He has worked on a variety of film and television projects, including Doug Liman’s episodic series “Invisible” in VR (Samsung/Conde Nast).

Eduardo Calvo-Mendosa, Fashion Designer; He works for Tory Burch alongside the Senior Design Director to create seasonal collections and occasion gowns for special events.

Efrain Ayala, Social Media/Mobile Strategy; Efrain Ayala is the North America and Europe practice lead for social media and mobile strategy at RB (Reckitt Benckiser) He has helped craft unique social media stories and experiences for some of the world’s best-known household brands.

Gerald Slota, Fine Art Photography; a fine art photographer who has been widely exhibited across the US and abroad. He currently teaches at the School of Visual Arts in NYC, and has lectured at many institutions such as the International Center for Photography (ICP).

Jeffery Wilkins, Visual Merchandiser. He previously worked at Zara and Louis Vuitton and now focuses on Marketing Strategy at Gucci.

John “Jack” Curtin, Theatrical Hairdresser working in Film, Television, and Theatre. He has worked on many award winning productions: The Knick (Emmy Nominated), Carol (MARS Guild Award and BAFTA Award Nominated), and the Academy Award winning, The Curious Case of Benjamin Button. His Broadway credits include Pricilla Queen of the Desert The Musical, La Cage Aux Folles (2009), Grease (2007), and The Lion King.

John Dinapoli & Lori Singer, Package Design & Marketing. Jon is currently the owner and creative director of Jon Michael Design, a full service creative agency focusing on branding, packaging, 2D and 3D design, advertising and more for the luxury beauty and fashion industries.

Lori Singer is a global strategic brand builder and senior marketing leader in the beauty industry. With a keen eye for fashion, cultural and consumer trends, Lori develops a partnership with designers to translate their vision and bring their design philosophy to life -in a fragrance.

Justin Kerr, Author/Podcaster/Publisher. Justin has worked at some of the biggest fashion retailers in the world while still finding time to publish 14 books, tour the country in a rock band and keep 50,000 bees on his roof. A self· described efficiency monster, Justin’s latest book is HOW TO WRITE AN EMAIL.

Kerry Laster, Illustrator/Photographer. Kerry Laster loves art in every stretch of the imagination. He has collaborated with brands such as Def Jam, Atlantic Records, HBO, MLB and the NBA on projects ranging from art direction to brand development.

Marcela Avelar, Graphic Designer. Marcela Avelar is currently the art director of Menage·a·Trois (MA3 Agency), a New York Based Design Agency, where she has contributed to the branding of many new and emerging products like WTRMLN WTR, for which she garnered BevNET’s award for the Best Packaging Design of 2014.

Michele Wijegoonaranta, PhD, Art Research Associate. Michele Wijegoonaratna, PhD is a Research Associate in the Modern and Contemporary Art Department at the Metropolitan Museum of Art in New York. She specializes in twentieth century German art, provenance research and issues surrounding the restitution of Nazi looted art.

Nicole Romano, Jewelry Designer and Marketer. Rhode Island native Nicole Romano grew up surrounded by the historical jewelry district of her home state. She launched her own multidimensional brand which has become a must-have and a favorite among young Hollywood and the social sets.

Simon Hosking, Advertising/Marketing. Simon has worked at OLIVER since 2010, playing a key role in the company’s growth taking it from $5m in revenues to $150m+ and helping to win accounts such as KPMG, 3M, Samsung and J.P Morgan Chase.

Radia Funna, Special Advisor. Radia Funna is the Founder & Chief Blazer of Build n Blaze, an organizational strategy firm, and a Special Advisor to the United Nations. A strategist, writer and advocate of futurism to solve the world’s most vexing challenges; she advises on and architects brand strategy, thought leadership, public private partnerships,

Susie Jaramillo, Artist/Brand Builder. She created Canticos, a series of books, apps and videos for kids that are based on Latino nursery rhymes.

Tarryn Simone & Lynn Feder, Handbag Designers. A mother and daughter team from South Africa, their company, Tarryn Simone Handbag Collection designs and makes one-of-a-kind handbags from exotic materials.

Vito Pandolfo, Game Designer; Founder of 5th Epoch Publishing, a tabletop game and fiction novel publishing company. He is author of a business publication, and has published three game product lines, with over 2,000 pages in both print and as electronic media.