Opinions: What Makes You Magical?

Two weeks ago, at the IIDA’s 27th annual Industry Roundtable (IR27) in Chicago, a simple yet profound question set the tone for the event: What makes you magical? It served as the perfect opening to explore the conference’s theme, “The Happiness Code: Comfort, Joy, Data and Design.” 

Magic is often thought of as an illusion or sleight of hand that sparks awe and wonder, but when it comes to design, magic is more than tricks and spectacle. It’s the artful blend of mystery and craftsmanship that leaves a lasting impression on those who experience it.  Similar to design, magic lives in the unknown, the unexpected, and the intentionality embedded in our work. 

Wesley Edmonds, OFS Director of Workplace, Adaptive Architecture and Maria VanDeman, OFS, Director of Design Strategy

Over three days, the roundtable offered surprises, thought-provoking speakers and meaningful connections that left me feeling humbled and invigorated. Joined by my colleague, Wesley Edmonds, OFS Director of Workplace, Adaptive Architecture, we witnessed firsthand how the theme of joy wove through every session, every conversation and every shared idea. 

Here are our biggest takeaways from the experience — and how they might inspire a little magic in all of us. 

Unlocking Awe in Design 

Dr. Upali Nanda, the Global Sector Director, Innovation at HKS and Professor of Practice in Architecture at the University of Michigan, began the conference with a fascinating presentation about the emotion of awe, the science of awe, how we design for awe, and what makes it so difficult. Edmonds stated: “What Dr. Nanda said about awe is where my ears perked up, that specifically the emotion of awe is where we have the most opportunity to make change with design. Awe unlocks many other emotions, including joy and disrupts our default ‘me-focused’ mode of thinking.  We learned that experiencing awe activates the part of the brain that can think and reach further and leads to feelings of connections to others.” Awe is magical. 

Designing With, not For 

This small shift in language from “designing for” to “designing with” reflects a more inclusive and collaborative approach to creating spaces that truly serve their shared goals and purpose. This shift isn’t just semantics — it’s a call to action. Designing with requires engaging communities, earning stakeholder buy-in and conducting thorough quantitative analysis. It also means embracing collaboration across disciplines and partnering with manufacturers to find the most innovative solutions. 

When we design with people instead of for them, the magic lies in how deeply the results resonate. The process becomes as meaningful as the product. 

Authenticity and Deep Connection are Universal Needs 

In a room of near-strangers, Nick Epley, Professor of Behavioral Science and Faculty Director at University of Chicago challenged us to an exercise on vulnerability and connection. We were put in pairs and asked to share deeply personal experiences. For someone who doesn’t consider herself a “crier,” I was slightly terrified that the topic would cause me to melt into a pool of tears. However, we all walked away unscathed and even transformed at the deeply meaningful conversation and new friend we had just created by allowing someone into our personal life and exposing our vulnerability.   

Before and after the exercise, survey data revealed that we often fear social vulnerability because we anticipate judgment. But in reality, the connection that comes from opening up is not only rewarding, but it’s a source of joy.  Edmonds added, “I learned a lot about what humans expect to feel in moments of vulnerability and how the willingness to connect can teach us how truly social we have the ability to be.” Epley taught us that we need to push ourselves to authentically connect even when we don’t think we want to. 

As Designers, We Must be Facilitators of Play and Joy   

Mark Bryan, Design Futurist and Senior Foresight Manager at Future Today Institute, spoke about the importance of play. He described play as the physical expression of joy that can help someone to cope, heal and learn. If joy is a goal, then play must be part of the equation.Spaces that encourage playful interactions through gamified learning, collaborative technology or creative in-person engagement, help people connect and thrive.  Bryan also gave meaningful insights into the role of technology and AI, and gave an exciting vision for what’s to come.  

Reflecting on these lessons from IR 27, I’m struck by the interplay between technological innovation and the human connection, the precision of data and the immeasurability of feelings and emotion.  As designers, we must balance applying future technologies with preserving the vulnerability that makes us authentically human. We are called to be facilitators of joy and belonging. The magic happens in the harmony of these contrasts and the rich intersections of our human experience.  

By weaving mystery, technology, humanity and joy into our spaces, we create magic that isn’t just an illusion, but a lasting impression and memorable experience. I’ll leave you to ponder the same question that sparked our roundtable…What makes you magical?  

Editor’s Note: Maria VanDeman, NCIDQ, Ind. IIDA, is an interior designer, published children’s book author, advocate for equity in the workplace, and Director of Design Strategy at OFS.  With a passion for helping people and designing for human needs, Maria strives to make a positive impact on the world through her work and mentorship.  Connect with Maria on LinkedIn